For years, vaccines were a neglected section of the pharma industry. Some firms even dumped their vaccine divisions in order to focus on more profitable products, particularly in the wake of the well publicized vaccine debate. But today’s landscape is very different.
An Expanding Market
Gone is the Pampers®/Depends® mentality. While at-risk populations of babies and seniors were previously the focus of vaccination campaigns, individuals of all ages are now candidates for immunizations, ranging from intercepting HPV contraction to influenza prevention.
This expanded market has sources predicting pharma corporations that produce vaccines will reach an estimated $61 billion in profits by 2020. The most lucrative approach to sharing in these profits isn’t only through targeting active prescribers. Rather, pharma marketers can generate a significant hike in ROI by engaging low-prescribing HCPs and promoting reach to atypical segments of the population. After all, the bigger the pond, the more fish to be caught.
Since August is Immunization Awareness Month, it’s an ideal time to polish vaccine-related messages to all types of HCPs: physicians and NPs/PAs in hospitals and private practice, and even practitioners at urgent care clinics in pharmacies.
Who Is Prescribing & Who Isn’t?
As you expand your vaccine marketing to underserved segments, the key is uncovering the right "bait" for low-prescribing HCPs. There could be many reasons for lax vaccine activity, so the more information you can gather, the better you can address those reasons.
A high-quality database provides numerous segmentation criteria, including prescribing data, claims data, and hospital affiliations. All of these can help tailor your deployment, especially when combined with a digital audience identification system.
Build On The Traction Of Adult Vaccines
Again, the focus is shifting from preserving the health of high-risk populations to a preventative mode across all demographics. The flu shot, in particular, is appropriate for children, adults, and seniors. HPV immunizations are targeted to pre-teens and teens, but also have a place in the young adult community.
Travel-related vaccines constitute another valuable category. While a vaccine for Zika isn’t a reality quite yet, there are plenty of others – whether necessary or recommended—to consider.
The CDC’s website provides an endless supply of information in this area, for both travelers and clinicians. A credible source such as that lends itself to the third area of applicability: goodwill.
Goodwill: You’re Not Just There To Sell
Your vaccination message doesn’t always have to revolve around the bottom line.
The National Public Health Information Coalition (NPHIC) provides numerous assets, such as press releases and articles, which can be utilized to shape a more educational message. For example, you might design a sample message that could help HCPs relay relevant information to patients. Or, similarly, create an illustration of how HCPs within a hospital system can communicate with each other, based on specialty.
Constructing a campaign that enlightens HCPs and provides real-time advice for communicating with patients creates a sense of goodwill and showcases pharma in a different light. The industry can be an objective resource for drug-related information.