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

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.