• E-mail
• Print
• Comment
• Font Size
• Digg
• del.icio.us
• Discuss article

Hythiam Announces New Prometa(TM) Brand Name for Innovative Physiological Protocols to Support Go to Market Strategy; Agency Behind Naming Viagra(R) and Prozac(R) Names Hythiam's Prometa(TM) Protocols

Posted on: Thursday, 4 August 2005, 18:01 CDT

Hythiam, Inc. (NASDAQ: HYTM), a healthcare services management company that delivers to treatment providers proprietary administrative services and physiological protocols designed to treat substance dependence, today announced the branding of its proprietary protocols. The new name, Prometa(TM), was developed in conjunction with world-renowned branding agency Interbrand, and will be replacing HANDS(R) as Hythiam enters this marketing pre-launch phase of its business.

"Prior to making a substantial investment in marketing, we tasked Interbrand to help us come up with a name that clearly differentiated our protocols," said Terren S. Peizer, Hythiam's Chairman and CEO. "Addiction is a multi-factorial disease with a historical emphasis on the behavioral component. Our protocols provide a medical treatment intervention, of shorter duration, separate and distinct from residential treatment and the few chronic anti-craving pharmaceuticals that exist on the market. We believe Prometa(TM) better communicates this treatment protocol."

Interbrand, creator of some of the world's best-known medical brands, including Prozac(R) and Viagra(R), was charged with creating a brand name that would support the positioning of the protocols and differentiate them from traditional treatment options. Hythiam and Interbrand identified Prometa as the strongest name candidate. The new name combines the root pro meaning "for, supporting" and meta meaning "changing, transforming." The name also evokes the notion of "promise."

Peizer added, "To date, our focus has been on building a national footprint to make our protocols accessible to as many people suffering from alcoholism or substance dependence as possible. In this early stage, the protocols have generated interest based solely upon observed clinical success from our initial licensees and their referral sources. Based upon pilot studies and focus groups, the Prometa name will provide a personalized identity to our process that better represents our unique treatment protocols and separates us from the other more behavioral-based treatments on the market. We look forward to aggressively moving ahead with our marketing under our new brand name."

"The name Prometa is highly distinctive and should help position the protocols as a family of innovative, medically based treatments for substance dependence," said Andrzej Olszewski, Director of Verbal Branding at Interbrand.

About the Prometa Protocols

Hythiam's Prometa(TM) protocols are designed for use by healthcare providers to treat those diagnosed with dependencies to alcohol, cocaine, methamphetamine and other addictive stimulants, as well as combinations of these drugs. The Prometa(TM) protocols include medically supervised procedures designed to target receptor sites in the brain that regulate neurotransmitters implicated in brain processes of substance dependency. Changes in the brain's neurochemistry underlie the hallmarks of substance dependency, including craving, tolerance, withdrawal symptoms and relapse. The Prometa(TM) protocols also provide for a maintenance program that includes medications and incentives for patients to continue with the recovery process through individualized continuing care programs. As a result, the Prometa(TM) protocols represent a comprehensive approach to managing substance dependence that is designed to address both the physiological and psychological aspects of the disease, thereby offering patients an opportunity to transition into a healthier lifestyle.

About Interbrand

Interbrand (www.interbrand.com), the leading brand consultancy and authors of the annual ranking of "The Best Global Brands," published by BusinessWeek, combines the rigorous strategy and analysis of a management consulting practice with the entrepreneurial and creative spirit of branding and design. The company offers a comprehensive array of consulting services that guide clients in the creation, enhancement, maintenance and valuation of their most valuable asset -- their brands. Founded in 1974, Interbrand has offices in over 30 cities in more than 20 countries around the globe and clients from among the most respected businesses. For more information visit the world's only online exchange about branding, produced by Interbrand, at www.brandchannel.com.

About Hythiam, Inc.

Hythiam is a healthcare services management company, focused on delivering solutions for those suffering from alcoholism and other substance dependencies. Hythiam researches, develops, licenses and commercializes innovative physiological treatment protocols for substance dependence. Additionally, Hythiam provides proprietary administrative services to assist physicians and facilities with staff education, marketing and sales support, and outcomes tracking for data analysis. For further information please visit www.hythiam.com.

Prozac(R) is a registered trademark of Eli Lilly and Company. Viagra(R) is a registered trademark of Pfizer Inc.

Forward-Looking Statements

Except for statements of historical fact, the matters discussed in this press release are forward looking and made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. These forward-looking statements reflect numerous assumptions and involve a variety of risks and uncertainties, many of which are beyond the company's control that may cause actual results to differ materially from stated expectations. These risk factors include, among others, limited operating history and lack of statistically significant formal research studies, difficulty in developing, exploiting and protecting proprietary technologies, intense competition and substantial regulation in the healthcare industry; and additional risks factors as discussed in the reports filed by the company with the Securities and Exchange Commission, which are available on its website at http://www.sec.gov.

Source: Business Wire

More News in this Category