Author: Jon Merz
Date: 03-07-04 10:35
http://nytimes.com/2004/03/07/weekinreview/07kola.html
Date published: March 7th 2004
posted by: Mark Hochhauser
My Drug Study Sounds Catchier Than Yours
By GINA KOLATA
Published: March 7, 2004
DRUG companies have struggled for years to find just the right name for each of their new drugs, hiring consultants and doing market research to achieve the desired effect - and sales.
Scientific studies, on the other hand, were usually given dry acronyms, like Merck's Scandinavian Simvastatin Survival Study, or 4S, published a decade ago. But times have changed. Bristol-Myers Squibb called its recent study of its lipid-lowering drug pravastatin, or Pravachol, "Cholesterol and Recurrent Events," a name chosen because it makes for a catchy acronym: "Care."
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