Part of the daunting task of developing a new brand is not only coming up with a brand name: it’s also designing a new logo or wordmark, selecting colors and also coming up with a tagline.

When a tagline is wanted, the task at hand becomes difficult because, as we know, the pharma industry is very picky. And that is with individual words and even more so when words are associated to create different meanings. Unfortunately, because of the rules at play, a lot of taglines end up sounding like many others.

Portion of an ad detail on AdPharm

There is no absolute solution to that problem, but part of it would be to do research on other taglines that are out there. That’s where AdPharm comes into play.

Part of what we are trying to do with the AdPharm gallery is to provide a site which will help not only with finding ads, but also in creating them. For many months now, all ads that have been added to the database not only have a representation of the ad itself and part of the copy included in the description; taglines are also included. So if you or a someone you know need to do a tagline check, just searching the database would be a great place to start.

Here’s in which instances it could be useful:

• make sure your tagline is not already in use by another brand;
• see what words or combination of words other brands use;
• check taglines in your market or other markets;
• see what your competitors use in both DTC and HCP communications;
• check what your own brand is using in other markets.

For example, if you look at the image included above, this is only a small portion of the information that can be found for most ads on AdPharm. So if you were thinking of a tagline using the words “Relief” and “here” for instance, searching those words in AdPharm would show you instantly that Lyrica uses the tagline “Relief can start here“.