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

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

Reinhard Angelmar (Contact Author)

INSEAD ( email )

INSEAD, Bd de Constance
Fontainebleau, 77305
France
+33160724385 (Phone)

HOME PAGE: http://https://www.insead.edu/faculty-research/faculty/reinhard-angelmar

Pierre A. Morgon

MRGN Advisors ( email )

Rue du Cendrier 15
Case Postale 2067
Geneve 1, GE 1211
Switzerland

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