Evaluation of brand names of medicines: linguistic and format issues.
OBJECTIVE
Focusing on the shape of brand names of medicines in the Portuguese market, the aims of this study were: to evaluate the number of words, syllables and letters, to identify the combinations of letters that are not found in Portuguese words and to characterize the use of capital letters in these names.


METHODS
A descriptive study was conducted using 474 randomized brand names of medicines, approximately 25% of all over-the-counter and prescribed medicines available in Portugal. The number of words, syllables and letters was automatically determined with a dedicated software. The combinations of letters that are not found in Portuguese and the use of capital letters were quantified through visual inspection.


RESULTS
The 474 names were formed by 615 words. 74.5% of the words comprised three or less syllables, the most common number of syllables in the Portuguese words (91%). As recommended, 81% (n = 385) names were formed by just one word, 59.2% (n = 281) of the names were composed of 5-8 letters, and 83.1% (n = 394) presented the first letter in capitals or all letters in upper case. Contrary to recommendations, 22% of the names comprised combinations of letters that are not commonly found in Portuguese words.


CONCLUSIONS
Given the current readability requirements, some of the Portuguese brand names of medicines should be reduced in length, adapted to the native language or capitalized. Equivalent studies are recommended in other European countries, because many brands of medicines are internationally marketed, while their development and approval should be beyond general marketing rules.
Research Institute for Medicines and Pharmaceutical Sciences, Faculty of Pharmacy, University of Lisbon, Lisboa, Portugal.
Carla
C
Pires
Departament of Social Pharmacy, Faculty of Pharmacy, University of Lisbon, Lisboa, Portugal.
Afonso
A
Cavaco
School of Arts and Humanities, University of Lisbon, Alameda da Universidade, Lisboa, Portugal.
Marina
M
Vigário
D032882:Comprehension; D004348:Drug Labeling; D006801:Humans; D007802:Language; D004366:Nonprescription Drugs; D004364:Pharmaceutical Preparations; D011174:Portugal; D055553:Prescription Drugs; D012984:Software; D009626:Terminology as Topic
D004366:Nonprescription Drugs; D004364:Pharmaceutical Preparations; D055553:Prescription Drugs
FreP methodology; drug utilization; patient safety; readability issues