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Cometriq

Branding a cancer breakthrough.

Client

Exelixis (San Francisco, CA), leading biopharmaceutical innovator specializing in small molecule cancer treatments.

Story

Like many pharmaceutical manufacturing leaders, Exelixis approached Zenmark to name one of its new advances — a breakthrough thyroid cancer treatment (monastic medullary thyroid cancer, or MTC, to be specific). While there are literally hundreds of branding companies that provide naming services, no more than a handful successfully do it for pharmaceutical assets.

The creation of the Cometriq brand name is a prominent example of why Zenmark has such an impressive success rate. With intense focus, we met the company's desire to launch with a name rich in both specificity and marketing potential.

Our solution reflected the drug’s powerful efficacy (Comet), unique MET receptor impact while hinting at the inherent “IQ” — intelligence, obviously. The name Cometriq sailed through daunting legal hurdles inherent in pharmaceutical naming and was approved by the FDA in just six months — an accelerated pace reserved for promising cancer therapies. As much as Exelixis appreciated the positive results, cancer patients do even more.


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