Vaccine Marketing
73 Pages Posted: 25 Jan 2012
Date Written: January 25, 2012
Abstract
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.
Suggested Citation: Suggested Citation
Angelmar, Reinhard and Morgon, Pierre A., Vaccine Marketing (January 25, 2012). INSEAD Working Paper No. 2012/11/MKT, Available at SSRN: https://ssrn.com/abstract=1991709 or http://dx.doi.org/10.2139/ssrn.1991709
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