{"id":40295,"date":"2022-05-03T06:00:42","date_gmt":"2022-05-03T06:00:42","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=40295"},"modified":"2026-05-05T16:53:40","modified_gmt":"2026-05-05T20:53:40","slug":"investigacion-de-mercado-de-vacunacion","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/pericia\/investigacion-de-mercado-de-vacunacion\/","title":{"rendered":"Vaccination Market Research | SIS International"},"content":{"rendered":"
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Investigaci\u00f3n de mercado de vacunaci\u00f3n<\/h1>\n<\/p>\n
\"Investigaci\u00f3n<\/figure>\n<\/p>\n
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La vacunaci\u00f3n es el proceso de mejorar el sistema inmunol\u00f3gico. Permite que el sistema inmunol\u00f3gico impida que una enfermedad o un virus ingrese al cuerpo. Las inyecciones son el m\u00e9todo habitual para introducir vacunas en el cuerpo. Algunas vacunas son orales y otras se administran por la nariz. Cuando un proveedor de atenci\u00f3n m\u00e9dica aplica una vacuna por la nariz, el cuerpo responde r\u00e1pidamente y algunos proveedores lo consideran el mejor m\u00e9todo. Es mucho mejor que la respuesta a otros m\u00e9todos.<\/p>\n

Las vacunas son tambi\u00e9n el m\u00e9todo m\u00e1s eficaz de prevenci\u00f3n de enfermedades infecciosas. En el siglo XX, la viruela infect\u00f3 a unos 300 millones de personas. Nadie ha informado de nuevos casos de viruela desde 1977. As\u00ed, en 1980, la viruela se convirti\u00f3 en la \u00fanica enfermedad humana erradicada en la historia de la salud. Este logro se debe a la vacuna contra la viruela.<\/p>\n

\u00bfPor qu\u00e9 es importante la investigaci\u00f3n de mercado de vacunas?<\/h2>\n

La vacunaci\u00f3n es fundamental ya que es la forma m\u00e1s r\u00e1pida de combatir los brotes. La investigaci\u00f3n de mercado de vacunaci\u00f3n permite a los sistemas sanitarios adoptar el enfoque correcto ante estos brotes.<\/p>\n

Por ejemplo, durante la d\u00e9cada de 1970, el gobierno japon\u00e9s vacun\u00f3 a m\u00e1s de las tres cuartas partes de todos los ni\u00f1os contra la tos ferina. Luego hubo informes de que la vacuna no era segura y era innecesaria. El n\u00famero de personas que recibieron la vacuna se desplom\u00f3. El brote regres\u00f3 y provoc\u00f3 miles de casos y decenas de muertes. Tan pronto como mejor\u00f3 la tasa de vacunaci\u00f3n, los casos volvieron a bajar. Por tanto, no debemos tomarnos la vacunaci\u00f3n a la ligera.<\/p>\n<\/div>\n

Vaccination Market Research: How Leading Manufacturers Win Share in a Crowded Pipeline<\/h1>\n

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.<\/p>\n

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.<\/p>\n

What Modern Vaccination Market Research Measures<\/h2>\n

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.<\/p>\n

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.<\/p>\n

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.<\/span><\/p>\n

Where Real-World Evidence Changes the Commercial Equation<\/h2>\n

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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

How KOL Mapping Drives Adoption Beyond Approval<\/h2>\n

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.<\/p>\n

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.<\/p>\n

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.<\/span><\/p>\n

The Geographic Sequencing Decision<\/h2>\n

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.<\/p>\n

\n\n\n\n\n\n\n\n\n\n
Mercado<\/th>\nPrimary Channel<\/th>\nDecision Body<\/th>\nTypical Adoption Cycle<\/th>\n<\/tr>\n<\/thead>\n
Estados Unidos<\/td>\nRetail pharmacy + IDN<\/td>\nACIP, CMS, private payers<\/td>\n12-18 months post-approval<\/td>\n<\/tr>\n
Reino Unido<\/td>\nNHS tender<\/td>\nJCVI, NICE<\/td>\n18-24 months<\/td>\n<\/tr>\n
Alemania<\/td>\nStatutory health funds<\/td>\nSTIKO, G-BA<\/td>\n6-12 months<\/td>\n<\/tr>\n
Brasil<\/td>\nPAHO Revolving Fund + private<\/td>\nPNI, ANVISA<\/td>\n24-36 months<\/td>\n<\/tr>\n
Jap\u00f3n<\/td>\nRoutine immunization program<\/td>\nMHLW, PMDA<\/td>\n12-18 months<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research, synthesis of vaccine market access engagements<\/em><\/p>\n

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.<\/p>\n

Competitive Intelligence at the Antigen Level<\/h2>\n

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.<\/p>\n

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.<\/p>\n

The SIS Commercial Vaccine Intelligence Framework<\/h2>\n

SIS applies a four-layer framework to vaccination market research engagements:<\/p>\n