For the last several months, we waited for a full approval of a COVID-19 vaccine by the FDA. Finally, we have one. So, we look at marketing Comirnaty — an approved COVID vaccine.


What’s Next: Marketing Comirnaty — An Approved COVID Vaccine

On August 23, 2021, the U.S. FDA (Food and Drug Administration) granted full approval to the Pfizer-BioNTech coronavirus vaccine for people 16 and older. Thus, becoming the first COVID vaccine to move beyond emergency-use status in the United States.

From a marketing perspective, that means Pfizer-BioNTech may now engage in advertising. Not permitted under emergency use. That will raise company revenues. As well as encourage more people to get vaccinated. 

As Adrianne Pasquarelli writes for Advertising Age: 

Now that Pfizer received full approval from the Food and Drug Administration for its vaccine, consumers should expect an influx of marketing. Health care experts say ads for the Pfizer-BioNTech COVID-19 vaccine, marketed as Comirnaty, could hit TV airwaves soon. 

“We plan to take a thoughtful approach to marketing and advertising Comirnaty to the public during this time. With the goal of increasing confidence in vaccination as we continue to combat the deadly COVID-19 pandemic,” a Pfizer spokeswoman noted in a statement, declining to provide more details about the upcoming campaign. According to an Ogilvy spokeswoman, the agency is currently working with Pfizer on global communications for Comirnaty.

“They’re going to be everywhere,” says Markus Saba, a marketing professor in the health care concentration at the University of North Carolina at Chapel Hill’s Kenan-Flagler Business School, noting TV, print and digital advertising. “It’s the single biggest health issue in the last 100 years and Pfizer is on the cutting edge. You don’t hold back a single thing.”

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Marketing Comirnaty -- An Approved COVID Vaccine


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