Marktforschung zu Impfungen

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Bei einer Impfung wird das Immunsystem gestärkt. Dadurch kann das Immunsystem verhindern, dass eine Krankheit oder ein Virus in den Körper eindringt. Injektionen sind die übliche Methode, um Impfstoffe in den Körper zu bringen. Manche Impfstoffe werden oral verabreicht, andere durch die Nase. Wenn ein Arzt einen Impfstoff durch die Nase verabreicht, reagiert der Körper schnell, und manche Ärzte halten dies für die beste Methode. Die Reaktion ist viel besser als bei anderen Methoden.

Impfungen sind auch die wirksamste Methode zur Vorbeugung von Infektionskrankheiten. Im 20. Jahrhundert infizierten sich etwa 300 Millionen Menschen mit Pocken. Seit 1977 wurde kein neuer Pockenfall mehr gemeldet. Damit waren die Pocken 1980 die einzige ausgerottete Krankheit der Menschheitsgeschichte. Diese Errungenschaft ist der Pockenimpfung zu verdanken.

Warum ist Marktforschung zum Thema Impfung wichtig?

Impfungen sind unerlässlich, da sie die schnellste Methode zur Bekämpfung von Krankheitsausbrüchen sind. Die Marktforschung zu Impfungen ermöglicht es Gesundheitssystemen, diese Ausbrüche richtig zu bekämpfen.

So impfte die japanische Regierung in den 1970er Jahren beispielsweise mehr als drei Viertel aller Kinder gegen Keuchhusten. Dann kamen Berichte, dass der Impfstoff nicht sicher und unnötig sei. Die Zahl der Impfwilligen sank rapide. Der Ausbruch kehrte zurück und führte zu Tausenden von Fällen und Dutzenden von Todesfällen. Sobald sich die Impfrate verbesserte, gingen die Fälle wieder zurück. Daher sollten wir Impfungen nicht auf die leichte Schulter nehmen.

Vaccination Market Research: How Leading Manufacturers Win Share in a Crowded Pipeline

Vaccination market research has shifted from public health forecasting to commercial intelligence shaping launch sequencing, payer negotiations, and supply commitments. The manufacturers gaining ground treat it as a continuous discipline tied to specific decisions, not a periodic exercise.

The competitive set has widened. mRNA platforms from Moderna and Pfizer-BioNTech now compete against recombinant protein approaches from Novavax and Sanofi, conjugate technologies from Merck and GSK, and viral vector candidates advancing from Janssen and Bharat Biotech. Each platform carries different cost-of-goods, cold chain demands, and payer perception. Sizing the opportunity without isolating these variables produces forecasts that collapse on contact with procurement reality.

What Modern Vaccination Market Research Measures

The strongest commercial teams treat vaccines as a B2B procurement category, not a consumer product. The buyers are ministries of health, GAVI, PAHO Revolving Fund, integrated delivery networks, and pharmacy benefit managers. Each negotiates on tiered pricing, volume guarantees, and indication breadth. Research that ignores procurement architecture produces price points the market will never accept.

Useful vaccination market research isolates four variables: indication prioritization across pediatric, adult, and travel segments; platform competitive intelligence at the antigen level; payer value story construction with HTA submission evidence; and channel economics across public tender, retail pharmacy, and physician office. The output feeds launch sequencing decisions and bill of materials negotiations with contract manufacturers.

SIS International Research has observed across vaccine engagements in North America, Europe, and Asia-Pacific that manufacturers consistently underweight the influence of pharmacy chains in adult immunization volume. CVS, Walgreens, and Boots in the UK now function as gatekeepers for influenza, shingles, and RSV uptake, and their formulary inclusion criteria differ materially from hospital systems.

Where Real-World Evidence Changes the Commercial Equation

Real-world evidence has become the asset that separates approved vaccines from reimbursed ones. NICE in the UK, IQWiG in Germany, and ICER in the United States increasingly require effectiveness data beyond pivotal trials before granting favorable positioning. Manufacturers building post-launch evidence generation into commercial planning capture price premiums others lose at the negotiation table.

The shift extends to private payers. UnitedHealthcare and Anthem now scrutinize duration of protection, breakthrough infection rates, and indirect benefits like reduced hospitalization in their coverage policies. Vaccines positioned only on seroconversion data face step-edits and prior authorization. Those positioned on outcomes data move directly to preferred status.

The opportunity sits in designing the evidence package before Phase III readout, not after. Leading commercial teams synchronize biostatistics, market access, and medical affairs around the payer questions that will define reimbursement five years out.

How KOL Mapping Drives Adoption Beyond Approval

KOL mapping in vaccines differs from oncology or rare disease. The opinion network includes ACIP voting members, JCVI advisors in the UK, STIKO experts in Germany, and CTV members in France whose recommendations drive national immunization schedules. A single recommendation from these bodies shifts commercial trajectory by orders of magnitude.

Below the policy tier sits a second network of pediatric society chairs, infectious disease department heads, and pharmacy benefit consultants who shape institutional protocols. Manufacturers mapping only the first tier miss the implementation layer where adoption stalls or accelerates.

Structured B2B expert interviews conducted by SIS with senior immunization advisors across G7 markets indicate that recommendation timing relative to procurement cycles produces larger commercial swings than the recommendation itself. A favorable position issued after annual tender awards delays revenue by a full season.

The Geographic Sequencing Decision

Launch sequencing in vaccines is a portfolio optimization problem. Markets differ on regulatory pathway, reimbursement timeline, manufacturing requirements, and competitive density. The instinct to lead in the United States often costs share in faster-converting markets like Germany, Australia, and Japan.

Source: SIS International Research, synthesis of vaccine market access engagements

The pattern manufacturers exploit: launch in two or three fast-conversion markets to build real-world evidence, then enter slower markets armed with effectiveness data the HTA bodies require. This sequencing produces cleaner pricing benchmarks and stronger reference price positions.

Competitive Intelligence at the Antigen Level

Vaccine competitive intelligence operates at finer resolution than most therapeutic categories. A single indication may host competitors with different valencies, adjuvant systems, and target populations. RSV illustrates the point: GSK’s Arexvy, Pfizer’s Abrysvo, and Moderna’s mResvia compete in adults over 60 with different efficacy profiles, dosing, and cold chain requirements. Sanofi and AstraZeneca’s nirsevimab competes in infants. Treating these as one market obscures the share dynamics that matter.

The same logic applies to pneumococcal, meningococcal, and HPV categories. Pfizer’s Prevnar 20 against Merck’s Vaxneuvance and Capvaxive plays out differently in pediatric versus adult segments, and differently again across public tender versus private channels. Vaccination market research that segments by valency, indication, and channel produces forecasts procurement teams trust.

The SIS Commercial Vaccine Intelligence Framework

SIS applies a four-layer framework to vaccination market research engagements:

• Demand layer: epidemiology, indication prioritization, and patient flow modeling across public and private channels.
• Access layer: HTA submission evidence, payer value story, and tender architecture across target geographies.
• Netzwerkschicht: KOL mapping across policy, institutional, and implementation tiers with influence weighting.
• Competitive layer: antigen-level platform benchmarking, cold chain economics, and supply commitment analysis.

The framework produces decisions, not decks. Commercial teams use it to defend launch sequencing, negotiate manufacturing capacity, and structure evidence generation before pivotal readouts.

Where Commercial Vaccine Strategy Is Heading

Three forces will shape the next decade of vaccination market research. mRNA platform expansion into seasonal influenza, RSV combinations, and oncology applications will compress development timelines and intensify launch overlap. Combination vaccines, particularly respiratory triples from Moderna and Pfizer, will reshape category economics and force payer reframing. Public-private financing structures, including advance market commitments and CEPI partnerships, will alter how commercial teams forecast emerging market revenue.

Manufacturers building continuous intelligence capability across these forces will win disproportionate share. Those treating vaccination market research as episodic will keep solving last cycle’s problem.

Über SIS International

SIS International offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other Market Research methods and approaches. Kontakt für Ihr nächstes Marktforschungsprojekt.