In any other industry, calling your product Xalkori would be the business blunder of the century. But this isn’t any other industry; this is pharma. “Xalkori is not just a crazy name,” says R. John Fidelino, who, as director of creative at the firm InterbrandHealth, helped bring the word into existence.
Here's a searchable index of drugs; if you run out, there's always the drug name generator, complete with advertising bullet points and side effects. Somewhere out there, there is a "Prescription medication or evil wizard?" site, but I can't find it. [via MeFi]