People seem to like having a choice of flu vaccine
Challenge
Traditionally, there has only been one influenza vaccine available for New Zealanders, and it is free for those over 65 or with certain health conditions. So, when Seqirus brought TWO more vaccines to market - the market was unsure how it would go.
These vaccines had some advantages over the standard flu shot. Flucelvax Quad offered a more reliable level of protection, and Fluad Quad offered greater protection for those over 65 years of age. Neither of these vaccines were funded, so for many, the choice was between receiving a free vaccine or paying for one.
Outcome
The fact that both vaccines were created with the latest, scientific technology allowed us to link them under the banner of ‘Advanced Vaccines’. From there, it was a case of educating consumers and HCPs that there was a choice of flu shot, and to clearly highlight the benefits of getting an advanced vaccine for seasonal influenza protection.
This campaign is a great example of how you can still be successful even without the government contract.
