Tela is now INCIVECK.... personally like TELA better..easier to say...but don"t really care what the H&%$ they call it as long it works.
A interesting article on drug name branding.
"A Drug By Any Other Name"
..."Drug names are restricted by federal guidelines designed to ensure safety and protect copyright. “If it was just the alphabet letters, it would be easy,” says Trombetta. University of Illinois at Chicago linguist Bruce Lambert agrees: “It’s not easy to find a name with all the right connotations, that’s easy to pronounce and remember, and that meets all the constraints simultaneously.” Marketers must find ways to be creative within these sets of restrictions.
When a new drug is developed, it first has a chemical name: for example, 7-chloro-1,3-dihydro-1-methyl-5-phenyl-2H-1,4-benzodiazepin-2-one. Next comes its generic name, created by the U.S. Adopted Names Council and often derived from the chemical name to inform medical professionals about the drug’s purpose, mechanism, or content. In this case, it’s diazepam. Then the pharmaceutical company can concoct a few catchy brand names, also called trade names and proprietary names, and submit them to the FDA and the Patent and Trademark Office (PTO). If one gets approved by both agencies—and it’s far from guaranteed; the FDA rejects about a third of the 300-400 drug names it reviews each year—it’s what you’ll see splashed across magazine and Internet ads, prescription pads, and TV commercials. Diazepam becomes Valium.
The FDA’s Center for Drug Evaluation and Research insists that a new drug name be distinctive, so it won’t be confused with preexisting drugs and result in harmful misprescribing. According to the FDA, about ten percent of medication errors by doctors and pharmacists are the result of drug-name confusion. The FDA uses computer software to analyze how close the name is to drugs already on the market, and consults with doctors, nurses and pharmacists to test whether the proposed name looks or sounds like others when it’s written on a prescription pad or spoken over the phone. It’s not always obvious; scrawled in script handwriting, the diabetes drug Avandia has been mistaken for the blood thinner Coumadin. The brand name is also checked against generic names, medical products, and common medical abbreviations (such as “bid” for the Latin bis en die, or “twice a day”). Potentially confusing names are rejected. Sometimes a drug name is approved only to be retracted later. Prilosec began life as Losec but had to be changed when it was repeatedly mixed up with an unrelated drug called Lasix.
Brand names also can’t make medical claims or unsubstantiated promises; imply superiority, effectiveness, or safety; or suggest that the drug can be used for something the FDA hasn’t approved it for. These rules changed the smoking cessation drug Champix, which promised too much by sounding like “champion,” to Chantix. Similarly, Rogaine wasn’t allowed to be called Regaine.
Brand names can get away with slightly more in Europe; Champix and Regaine are acceptable there. But its FDA equivalent, the European Medicines Agency (EMEA), still rejects as many as fifty percent of the drug names it receives. The EMEA’s Name Review Group watches out for name confusion, misleading implicit claims about the drug’s efficacy or purpose, and misinformation about what the drug is made of...."
..."Consonants play a weaker but still influential role. Voiced consonants like “g” and “v” use the vocal cords, while their voiceless equivalents like “k” and “f” don’t. Stops like “p,” “t,” “b,” “g,” “d,” and “k” are so named because air doesn’t come out of the mouth at first, while fricatives like “f,” “s,” “v” and “z” have less flow restriction. Like vowels, voiceless consonants and fricatives have a higher pitch than voiced consonants and stops. Findings like these may be what lies behind marketers’ beliefs that letters like “z” make drugs sound faster and “f” makes them sound softer. This also reveals the foundation beneath drug namers’ claims that plosives—the unvoiced stops like “p,” “t” and “k”—imply power as we physically force the sound out.
Sound symbolism experiments that ask test subjects questions like whether “Pusk” or “Busk” provides faster overnight delivery have found that people apply a range of qualities to the object behind the name based on the consonants it contains. For instance, a 1996 study found that stops sound abrupt, tight, rugged, and inhibited, echoing Piergrossi’s naming rule that ending on an abrupt consonant implies efficacy or a “real end”—both to the word and to the condition it promises to treat. Altogether, sound symbolists have discovered patterns to how people infer things like size, speed, color, sound, gender, personality, and emotions from made-up names. All of these subtle messages work their way into drug names at the hands of savvy advertisers..."
More to the point of "our" Victrelis and Inciveck
..."Branding specialists proclaim that “z,” “k,” “c,” and “g” sound strong and reliable. They assert that plosives like “p,” “t,” “k,” and “c” are powerful-sounding, whereas “l,” “r,” and “s” are calming and relaxing."...
..."Names with voiceless fricatives like “f,” for instance, sounded sadder and more insecure than those with voiced fricatives like “v.” ...
...—the unvoiced stops like “p,” “t” and “k”—imply power as we physically force the sound out"...