To choose the display name:
Sign in to the Library Submission Utility, available at: http://www.ncbi.nlm.nih.gov/projects/linkout/doc/lbsub-i.shtml.
Click on Edit Identity in the blue sidebar menu.
Enter the name you would like to appear on the filter tab under "Display Name." (The Display Name can be up to 60 characters.)
Click Update Identity.
Note: Changes made in the Library Submission Utility will appear in PubMed after 2 PM ET the next business day.