Marketing antibiotics as vaccines? Analyzing the successful marketing of a pharmaceutical innovation: the case of tulathromycin in veterinary medicine

Joséphine Eberhart ()
Additional contact information
Joséphine Eberhart: IRISSO (CNRS, INRAE, Paris-Dauphine University)

Palgrave Communications, 2024, vol. 11, issue 1, 1-14

Abstract: Abstract This article aims to explain the success of tulathromycin in the cattle and pig industry by tracing the ‘social life’ of this antibiotic. To do so, it draws on interview data with veterinarians working in the pharmaceutical industry, observations from training sessions conducted by them, and data from professional journals. The article demonstrates that tulathromycin’s success primarily stems from its unique properties as a long-acting macrolide antibiotic, positioning it as an innovative solution in the veterinary market. By providing immediate and prolonged protection with a single injection, it addresses organizational challenges in the cattle and pig sectors. It thus serves as a ‘quick fix’ for disease control in intensive farming systems and appears, as such, more suitable than vaccination. Its presentation and commercial name, Draxxin, is reminiscent of “vaccine”, which contributes to the confusion about its nature and plays a key role in its widespread adoption.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41599-024-03898-2 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03898-2

Ordering information: This journal article can be ordered from
https://www.nature.com/palcomms/about

DOI: 10.1057/s41599-024-03898-2

Access Statistics for this article

More articles in Palgrave Communications from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().