Tuesday, January 24, 2012

ANGELMAR Reinhard, MORGON Pierre A.
Vaccine Marketing
INSEAD Working Paper 2012/11/MKT


This chapter focuses on the marketing of preventive (prophylactic) vaccines. Preventive vaccines differ from therapeutic pharmaceuticals in a number of ways and pose distinctive marketing challenges. We first provide background information on the vaccine industry. We next analyze the main players carrying out the consumer, buyer and payer roles, and then move to a discussion of the key vaccine marketing decisions.  We then summarize important trends, and conclude with a discussion of promising research questions.