MARKETING A VACCINE

Now that the Pfizer and BioNTech vaccine has been approved, it's being marketed under the brand Comirnaty, a name which has elicited a lot of criticism. The name was creating by a marketing consultancy named the Brand Institute, which combined the phrases "Covid-19 immunity" with "mRNA", the technique behind the vaccine. As a whole, the idea is to evoke the word community, and the Brand Institute's president of operations said that the goal behind the branding was ""to overlap ideas and layer meaning into a name" (other considerations were Covuity, RNaxCovi, Kovimerna, and RNXtract). This is either a case of marketing gone very wrong or very right. On one hand, a lot of people are making fun of the absurd spelling, but on the other hand, it's causing people to just continue calling the vaccine Pfizer, which is good for the pharmaceutical company. Just something to think about.