The Case for Reforming Drug Naming: Should Brand Name Trademark Protections Expire upon Generic Entry?

While prescription drug brand names can increase medication name recognition by patients and help differentiate products, they can also confuse patients and reduce appropriate use of generic drugs. Given increased pressure to reduce drug costs and use medicines safely and effectively, can the prescription drug naming system be improved? Sarpatwari and Kesselheim explore this question in their essay in PLOS Medicine.