On the importance of naturalness for the German pharmaceutical discourse. What are the characteristics of a good drug – and how can I emphasize these characteristics in a marketing strategy? This question concerns not only marketing managers, but also linguists and language strategists in the pharmaceutical sector. But actually, it can never be answered across […]
Author: Joachim Peters
In cooperation with Christine Mertzlufft This week saw another milestone in the crisis management of the Covid pandemic: The EMA (European Medicines Agency) approved AstraZeneca’s Corona vaccine in the EU – as the third vaccine after Biontech and Moderna. However, the Standing Committee on Vaccination at the Robert Koch Institute in Berlin recommends that only […]
While military metaphors are a traditional strategy when used to describe viruses, there has been long standing debate about the usefulness of such metaphors. In the German health discourse, war metaphors should be used carefully.