Master-McNeil: Our Work

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Naming Architecture

Medical/Bio/Pharma Names

Health Dacogen Provantis Dentegra Cerity SonoSite UCSF Stanford Health Care National Brain Tumor Society NCIRE

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Healthline

Formerly HealthDash, our new name, Healthline, eliminates the hurried and incomplete implications of the former name, while better capturing its direct connection of users to comprehensive health information. Healthline, and its accompanying search portal www.healthline.com, is the fastest and easiest way to find, understand, and manage information about consumer health. Created in collaboration with 1,100 physician specialists, HealthlineÕs search platform employs medical taxonomy that encompasses nearly one million medical terms and synonyms.

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Dacogen

Dacogen is our name for Decitabine, a pharmaceutical from Supergen. Created from "DAC," the industry standard shorthand for the unique molecule which is the active ingredient in the drug, and "gen" from Supergen, our name incorporates meaningful content, while also creating an appropriate "parent-child" relationship between the company name and its product.

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Provantis

Provantis Insurance Company is wholly owned by Delta Dental Plan of California and Delta Dental of Pennsylvania. Provantis Insurance Company is licensed in 42 states and the District of Columbia to underwrite insurance plans for client groups and individuals.

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Dentegra

Dentegra is our holding company name for America's largest dental insurance company, serving 16.2 million members through Delta Dental Plan of California and Delta Dental of Pennsylvania, including dental insurance businesses in 16 additional states. Our new name combines "dental" and "integrity," to communicate the organization's core business, while referencing corporate values of substance and quality. Dentegra also subtly suggests the operating and economic efficiencies the more tightly "integrated" holding company provides.

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Cerity

Cerity is the networked data system for chemical analysis from Agilent. Designed to automate routine chemical analysis tasks, our name is derived from the Latin certus (sure, certain, constant), and "certainty," suggesting reliability and replicability of analytical results.

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SonoSite

An ATL Ultrasound spinoff, this company produces portable, handheld digital imaging devices for medical use.

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UCSF Stanford

UCSF Stanford Health Care was our name for the merger of patient-care facilities of the Stanford Medical School and the University of California, San Francisco. The new name respected institutional heritage while clearly conveying their alliance (since dissolved).

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National Brain Tumor Society

We are delighted to have worked with the United States' two most prominent brain tumor organizations, The Brain Tumor Society and the National Brain Tumor Foundation, as they prepared to merge. While our creative brief included exploring entirely new names, continuity and ease were key goals. Thus, the selected name is a smooth combination of their former names. The National Brain Tumor Society, introduced in August 2008, has met with immediate, unanimous approval and acceptance.

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NCIRE The Veterans Health Research Institute

NCIRE, which stands for “Northern California Institute for Research and Education” is the largest of the 86 research institutes associated with the Department of Veteran Affairs. Through its collaboration with the University of California, San Francisco medical school and the San Francisco Veterans Hospital, NCIRE is at the forefront of work on PTSD (Post-Traumatic Stress Disorder). NCIRE has pioneered research on the injuries caused by IEDs (Improvised Explosive Devices), as well as conducting groundbreaking research into degenerative diseases, cancer, HIV, and other diseases being suffered by older WWII, Korea, and Vietnam vets.

Yet the work is nowhere visible in the NCIRE name. In order to increase understanding and visibility, but unable to change its name due to Congressional mandate, the challenge for Master-McNeil was to express the importance of the work being done here. Our new tagline, The Veterans Health Research Institute, suggests national importance, while clearly describing the work being done and who it benefits.