Here’s an interesting one, the likes of which we have never seen before. When the Pfizer vaccine received final FDA approval, the company quickly rolled out a brand name for the product. Comirnaty. You can see the “creatives’” minds at work coming up with this one. “Co” for COVID. “mirna” for the first authorized messenger RNA. “ty” for community.
The only question is whether any of this marketing fluff will matter. Likely “the Pfizer vaccine” is a term heard, around the world, more frequently than the name of any other pharmaceutical product prior to its FDA approval. As we have often discussed, habits are strong forces, and I scratch my head wondering whether anyone will take the time to learn the new “brand name,” and to substitute it for the terminology now entered on hundreds of millions of vaccination cards. Will the result be clarification or confusion?
Bottom Line. While I see why Pfizer felt the need to promote this name, I wonder how many times someone will say “Comirnaty,” get a quizzical look from a listener, and respond, “You know! The Pfizer vaccine!!!”
Will Pfizer spend a lot of money to drive the new name home? Will it matter? It will be interesting to watch and see!!!