close
Share with your friends

Succeeding in a commoditised market

Succeeding in a commoditised market

We look at the US influenza vaccine market and outline how pharma companies can successfully differentiate themselves for long-term profitable growth

1000

Also on home.kpmg

Succeeding in a commoditised market - Hand holding an injection

In this paper, we look at each of the enablers that allow pharmaceutical companies to successfully build a position for long-term profitable growth in the US influenza vaccine market.

In our experience, we believe there are three requirements for success in this market:

Innovation

Despite the maturation of the US influenza industry, there remain unmet needs. Creativity in how they are addressed could enable competitors to differentiate themselves. 

Companies are innovating in a number of ways, in order to address key areas of concern in areas such as immunogenicity, delivery mechanism, and cross-reactivity.

Market segmentation

Success in commoditised markets can often be linked to effective targeting of market segments. By targeting two high-risk populations, children and the elderly, enabled MedImmune and Sanofi to differentiate themselves in the market.

While a market can be segmented in multiple ways (demographics, behavioural, geographic), companies have built differentiation through targeting underserved populations.

Stakeholder management

The multiple stakeholders (e.g. regulators, distributors, buyers) are a unique and key attribute of the vaccine value chain, and effective engagement is key to ensuring timely sale of products.

Effectively managing the highly complex stakeholder landscape for vaccine manufacture, delivery and sales; and providing a value add for each segment, is critical for companies to secure market share and sales growth.

You can read our full report: Succeeding in a commoditised market - lessons from the US influenza vaccine market. (13 min read) 

© 2020 KPMG LLP, a UK limited liability partnership, and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

KPMG International Cooperative (“KPMG International”) is a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm.

Connect with us

 

Want to do business with KPMG?

 

loading image Request for proposal