“Vaccination has been and will continue to be a vital approach to managing the health of the global population.”

Prevention is better than cure” is a maxim by which many HCPs and members of the general public abide. Vaccination is a fundamental preventative measure to provide protection for the new born to the elderly. More recently though vaccination has extended into therapeutics, targeted at patients who already have a condition or virus in order to contain its progression. Vaccines also range from those considered absolute “must haves” by Governments across the world, to those that Payors are more likely to categorise as lifestyle options. The former are not only Government funded but typically actively promoted whereas the latter need to be paid for by individuals. As such some areas within vaccines are closer to consumer markets than the typical HCP and patient model.

Unlike the treatments for many chronic conditions the success of vaccination is often difficult for individual HCPs to assess (as you never know if the patient would have developed the disease in the first place). We have a wealth of experience exploring needs, attitudes, beliefs and behaviours across a range of vaccine areas and utilise this in the design and interpretation of our projects.


We support clients developing their market strategy, tailored to the challenge at hand. We have conducted research to help answer a variety of business questions:

  • What opportunity and potential is there for our asset?
  • What competitive intelligence can we glean to aid marketing strategy?
  • What are the key unmet needs and therefore opportunities?
  • Which consumer segments should we target and how do we tailor communications?
  • Do our ad concepts / routes really communicate our brand values?
  • What key elements of the data (messages) are most motivating?
  • How should we tell our story (detail aid) about our vaccine?
  • To what extent are our consumer satisfied with our vaccine?
  • Are our customers aware of our brand awareness and how many patients are they vaccinating?

Over the last 50 years, immunization has saved more lives than any other health measure.

Public Health Agency of Canada

Experience has taught us that the uptake of vaccination is driven by the perceived need to recommend/ vaccinate and the patients’ own perceived risk/desire to be vaccinated. We therefore know the importance of exploring both the HCP perspective and the consumer perspective with any given disease

We have the experience across a wide range of geographies to know that every market is different in terms of access – so when thinking about a global strategy, market dynamics are paramount. We have conducted research among a whole spectrum of influencers from Religious Leaders though to patient advocates.

We also know that detailed knowledge of vaccine attributes can vary hugely, so we are mindful of this when developing the research and interpreting findings.

We place great value on bringing new ideas to each of our projects, so work as a team to deliver an approach which best meets your needs. As a team we work with our Master Practitioners, for example Patient Insights Director, Jane Barrett, Behavioural Insights experts (Paul Mannu) and emerging markets experts to develop highly valuable and actionable research.

Immunisation is a proven tool for controlling and eliminating life-threatening infectious diseases and is estimated to avert between 2 and 3 million deaths each year. It is one of the most cost-effective health investments, with proven strategies that make it accessible to even the most hard-to-reach and vulnerable populations.

World Health Organization

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