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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


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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:


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) 

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