Genentech Surges in U.S. — At Least in Name

Published On: October 17th, 2009

When Roche bought the balance of Genentech for nearly $50 billion, sentimental souls lamented that the Genentech name, which went way back to the 1970s and dawn of the biotech era, might disappear. Instead, it’s the name “Roche” that will start to vanish, at least in the U.S. — to be replaced with a blue Genentech logo.

Roche is rebranding all its medicines in the U.S. as Genentech. That includes non-biotech drugs like Boniva, the osteoporosis drug pitched by Sally Field. The drugs’ individual Web sites will eventually transfer over as well.

The move excludes Tamiflu until after the flu season, Genentech says, in order to avoid creating confusion as the threat of swine flu looms.

Over the next year, product packaging will be shifted to remove the Roche logo and even sales people will using Genentech-branded business cards. Of course, they include the subtitle “A Member of the Roche Group.”

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Genentech Surges in U.S. — At Least in Name

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2012-02-11T03:35:47Z - Reply - View Tweet
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2012-02-11T03:35:45Z - Reply - View Tweet
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2012-02-11T03:34:54Z - Reply - View Tweet
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2012-02-11T03:34:43Z - Reply - View Tweet
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2012-02-11T03:33:36Z - Reply - View Tweet
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2012-02-11T03:32:45Z - Reply - View Tweet
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