LINGUISTICS-BASED PHARMACEUTICAL PRODUCT NAMING METHODS: A MORPHOLOGICAL STUDY ON OTC MEDICINE PRODUCTS IN INDONESIA

Abstract

 

 Objective: Objective of the study was to assess the linguistics-based product naming methods of some over the counter (OTC) medicine in Indonesia and their impacts to companies and consumers.

Methods: The study uses qualitative descriptive method carried out among 57 data randomly taken from the lists of OTC medicine issued by some pharmaceutical companies in Indonesia. The data were classified into the morphological theory regarding the word formation methods which discusses the process of forming the words, product naming strategy and theory of OTC products taken from FDA.

Results: This study shows that a proper and precise OTC medicine naming method can employ the linguistics aspect especially word formation theory to describe the kinds, characteristics, and the usage of the products. The word formation methods found in this study are blending 59.6% (34 products), clipping 1.7% (1 product), compounding 3.5% (2 products), and unknown method 35% (20 products). In the context of product naming strategies, 65% of the data employs superiority and product advantage emphasizes, usability or ability conducted by the product, and showing what can be obtained using the product. While the remains 35% does not employ the product naming strategies properly except easy to pronounce. The unknown OTC medicine naming method is not on target with the OTC medicine consumers in Indonesia since the meaning of the product names are not easily recognized from their namings.

Conclusion: From the results, it can be underlined that the product naming processes should be in line with the product naming strategies to have effective and understandable names of OTC medicine. There are 59.6% using blending naming, 1.7% using clipping, 3.5% using compounding, and 35% using unknown method. In the context of product naming strategies, 65% employs superiority and product advantage emphasizes, usability or ability conducted by the product, showing what can be obtained using the product; 35% does not employ the product naming strategies properly except easy to pronounce. The ineffective and not understandable names of OTC could lead to disadvantages for both companies and consumers.