1.

Meaningful. A program’s name should be relevant to the market for which it is developed. For example, “regional oncology program” means little to the community at large. The nonmedical person does not talk about oncology, but rather about cancer. The name selected should help identify the company and position it clearly in the consumers’ minds. Ticketron (a computerized ticketing company later acquired by Ticketmaster) suggests both the service and the electronic means by which the product can be purchased and processed. Humana (a health insurance company) suggests warm, personalized care.