by Brian Shilhavy
Editor, Health Impact News

Ben Adams of FiercePharma, the marketing trade publication for the pharmaceutical industry, just published an article today announcing that Novavax has unveiled a new "education campaign" for its COVID-19 vaccine that is expected to get an EUA (emergency use authorization) from the FDA soon.

This "education campaign," which I would not choose to use the word "education" but instead "marketing" or "propaganda," targets the "vaccine hesitant" and children, the targeted market for their COVID-19 vaccine.

In reading this press release at FiercePharma today, I found it rather remarkable that they are admitting that the mRNA COVID-19 vaccines are actually dangerous for children, something the FDA and CDC refuse to acknowledge, as they position Novavax as a better alternative for children.

Pfizer, Moderna and Johnson & Johnson were quickest off the mark in getting COVID vaccines into American arms, but Novavax is hoping to add another pandemic vaccine to the U.S. mix soon—and it's pushing new campaigns to get the word out.

The biopharma, which has approvals and authorizations in Europe and around the world, is now on the cusp of a potential green light in the U.S. And with a market comes the need for marketing.

But because it still has no U.S. approval—and it cannot under law advertise to consumers in Europe—Novavax is launching two new global, unbranded vaccine education programs: "We Do Vaccines" and "Know Our Vax." They're designed to offer up vaccine information and "explain Novavax' commitment to vaccine development and innovation," the company told Fierce Pharma Marketing.

The main message of the campaign is that "people have options when it comes to their vaccine," Silvia Taylor, senior vice president of global corporate affairs at Novavax, said in an interview. "We want people to understand that we have this vaccine, and that this vaccine is different."

Novavax knows it has some tough competition—Pfizer and Moderna's vaccines dominate the U.S. market—but the small biotech is eyeing certain market niches: The "vaccine hesitant" who might be leery of the brand-new mRNA tech in Pfizer and Moderna's shots, and children.

The vaccine contains a version of the SARS-CoV-2 spike protein made in the lab as well as an adjuvant, which is a booster ingredient designed to strengthen immune responses to the vaccine.

Novavax is also targeting the pediatric population. There are questions about how well mRNA vaccines work in younger children. There are also safety concerns, notably the rates of myocarditis in young and adolescent boys, who appear to be more at risk from this condition, which can cause dangerous inflammation of the heart.

Taylor believes Nuvaxovid can be a safe and efficacious second choice for children and adolescents outside of mRNA. (Full article.)