Naming a new prescription drug is hard enough. There has to be some excitement and zest associated with the nomenclature. And so anything that sounds like Zeus or invokes his other-worldly image is usually chosen.

But what to do with all these new meds for dogs? Fido may enjoy roaming the aisles at Petco, but he doesn’t pay the bills. Taking a page out of DTC advertising, drugmakers are increasingly choosing names that appeal to pet owners and their own needs or self-image. In fact, the folks at Strategic Name Development believe there’s nothing about the product names to say the meds are for the dog rather than the owner at all.

For instance, they write that Lilly’s new Reconcile, which is really Prozac for Pooches, is a “perfect product name for a product aimed at helping an animal accept its situation. It’s certainly a more evocative name than Prozac.” And the owner, of course, wants Fido to accept the situation, too.

Then there’s Pfizer’s Slentrol, which they write is “an obvious portmanteau of ’slender’ and ‘control,’ ” an oh-so subtle way to suggest to pet owners that a new pill will help Fido lose weight. Of course, feeding Fido less would also make sense, and save money, too.

And what about Pfizer’s Cerenia to prevent vomiting? “It’s certainly true that serenity and vomiting are mutually exclusive — whether you’re the dog, or the owner who has to clean up,” the consultants opine. In other words, give Fido the pill and the house will smell serene again.

Still waiting for Holditin for the dog who pees too often.

You can read a little more here.
[tags]Cerenia, Dogs, Reconcil, Slentrol[/tags]