Showcase 1: Portfolio Promotion in Poland

The local market was a tender market with the government purchasing old-type vaccines at very low prices.These vaccines were supplied via vaccination centers to the infants. Accession to the EU accellerated the econoic upswing in Poland and parents were much concerned to adjust to Western standards, also in healthcare. Working for a major vaccine manufacturer we were interested in gaining access to the market with modern, higher priced vaccines.

Modern vaccines with clear benefits for the vaccinees were offered in the private market (patients had to pay vs. the government's offer for free!). The promotion was not focusing on product benefits but on the benefit of a modern vaccination program, so on the total benefits of all modern vaccines in combination. This topic was much of interest as parents in an uprising society want to ensure a better life for their offsprings in general. As the manufacturer offered the largest portfolio and the promotion was not focused on single product features, competition could not follow and win market share.

Products: DTPa-based combination vaccines, MMR vaccine, vaccine vs. varicella

Location: Poland

Market Situation: Old fashioned competitor products dominated the public market – private market did not exist

Timelines : 2 years

Strategy

• Develop a private market based on Western European vaccination standards.
• Promote not vaccines but quality of protection based on whole portfolio.
• Collaborate with MoH based on cost savings for government.

Measures of Success:

• 43% of children vaccinated within the private market after 2 years
• 97% market share within private market