Introducing Sustain

I’m pleased to announce the launch of a product I named last year: Sustain, the first national database for patients receiving parenteral or enteral nutrition support. The database is being developed and managed by A.S.P.E.N., the American Society for Parenteral and Enteral Nutrition, which is based in Silver Spring, Maryland.

Nutrition-support therapy is an increasingly vital component of patient care in home and institutional settings. Yet until now there has been no comprehensive national database that tracks outcomes on patients being treated with parenteral (intravenous) or enteral (tube-feeding) nutrition-support therapy. In part because of this lack, data in the clinical literature is outdated. A.S.P.E.N. recognized an opportunity to fill the need.

The name of the registry needed to be serious yet memorable; it needed to communicate benefits to practitioners and patients and to suggest a focus on research and outcomes. The chosen name, Sustain, succeeds on several levels: It’s a real word with a positive meaning; it communicates the life-sustaining nature of the therapy; and it tells clinicians that the database will strengthen and sustain their knowledge, research, and sense of community.

In addition to the name, I also developed the descriptive tagline, “A.S.P.E.N.’s National Patient Registry for Nutrition Care,” and short and long versions of a positioning statement.

Trademark lawyer Jessica Stone Levy handled trademark review and registration.

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Read about a few of the other names I’ve developed: Amia, Balance Point Divorce Funding, and Abound Logic. More here.

Comments

[Duchesse]

Just great, Nancy! Names for products like this need to carry a sense of hope and positive outcome. Yours does.

[Tate Linden]

Wonderful work, Nancy! There's a tangible emotional punch you've built into the brand, and one that (executed well over time) will help A.S.P.E.N. with their mission to help patients, and to drive interest in the service at the same time.

This is exactly the kind of work that keeps you at the top of our lists.

Kudos for coming through with an accessible identity for a topic that doesn't lend itself to easy conversation.