As influenza vaccine technologies evolved, high-dose and recombinant vaccines increasingly challenged the established role of standard-dose influenza vaccines, particularly among older adults. For our client, a European manufacturer of a standard-dose influenza vaccine, the challenge was to protect the market space of a well-established standard-dose vaccine while reinforcing healthcare professional (HCP) confidence in the available evidence on its immunogenicity, tolerability, safety, and accessibility
The European influenza vaccine landscape was becoming increasingly competitive, with newer vaccine technologies gaining attention among scientific committees and older populations. At the same time, the COVID-19 pandemic had placed additional pressure on healthcare systems, creating a stronger need to prevent avoidable influenza-related disease and healthcare utilization. Each year, seasonal influenza is responsible for up to 50 million symptomatic cases in the European Union/European Economic Area (EU/EEA), and 15,000–70,000 European citizens die of causes associated with influenza (ECDC Factsheet on seasonal influenza).
The client needed an evidence-based communication strategy that could address these competitive pressures while demonstrating the continued relevance of a standard-dose vaccine.
We developed a three-part medical communication strategy to:
The narrative was structured around three stages: attract, educate, and defend. This enabled us to move from the broader importance of influenza vaccination to evidence supporting the standard-dose vaccine’s clinical and practical value.
We translated the scientific narrative into a coordinated omnichannel campaign comprising eDetail aids, posters, banners, and rep-triggered emails, supported by slide decks, infographics, emailers, leave-behind materials, and digital assets. eDetail aids are electronic detail aids used by field teams, whereas rep-triggered emails are emails sent to HCPs following a sales representative’s trigger.
The strategy focused specifically on the European region for the 2023 flu season. We delivered 1 eDetail aid, 4 flyers and banners, 1 leave-behind, and 1 rep-triggered email in the campaign. [
The content targeted general practitioners (GPs), specialists including cardiologists, pneumologists, pediatricians, and gynecologists, as well as pharmacists, health administrators, and insurance stakeholders.
The defensive narrative highlighted evidence around immunogenicity, tolerability, safety, established experience, accessibility, and cost. It also addressed the broader public health context, including low vaccination coverage among several high-risk groups and the potential for influenza and COVID-19 to add pressure to healthcare systems.
The campaign equipped the client with a consistent, evidence-led narrative to defend standard-dose vaccination across the European market. Rather than competing solely on the premise of newer technology, the strategy reframed the conversation around clinically relevant value: established experience, broad applicability, immunogenicity, tolerability, and practical accessibility.
Together, the campaign transformed a defensive market challenge into an evidence-led opportunity to reinforce the continued value of standard-dose influenza vaccination.
The European influenza vaccine landscape became more competitive as high-dose and recombinant vaccines gained attention among scientific committees and older adults. At the same time, COVID-19 added pressure on healthcare systems, increasing the need to prevent avoidable influenza-related disease and healthcare utilization.
In this case study, the campaign comprised eDetail aids, posters, banners, and rep-triggered emails, supported by slide decks, infographics, emailers, leave-behind materials, and digital assets, all built on one consistent, evidence-based scientific narrative.
The content targeted GPs, specialists (including cardiologists, pneumologists, and pediatricians), pharmacists, health administrators, and insurance stakeholders.
It is a three-stage narrative that moves from emphasizing the broader importance of influenza vaccination to presenting evidence supporting the standard-dose vaccine’s clinical and practical value.
To attract stakeholders’ attention, Turacoz launched a series of posters and flyers highlighting the “Positive Impact of Flu Vaccination” and “COVID-19 Boosted Demand for Flu Vaccines.” To educate and engage stakeholders, Turacoz developed assets such as emailers explaining why standard-dose vaccines can be a suitable option and how they can help reduce the burden on hospitals. Finally, to build confidence, Turacoz developed evidence-based messaging focused on efficacy and safety, heritage and reliability, and decades of trust in standard-dose vaccines in Europe.
Turacoz develops evidence-based scientific narratives and translates them into materials that reach HCPs, health authorities, and insurance stakeholders, ranging from slide decks and infographics to omnichannel campaigns.
Talk to the Turacoz team about scientific communication and HCP engagement support. Contact us: https://turacoz.com/contact-us/
Ninad Nagarkar
Strategic Solutions Specialist, Turacoz Healthcare Solutions
Ninad Nagarkar is a Strategic Solutions Specialist at Turacoz, specializing in medical communications for cardiovascular, nephrology, psychiatric medicine, men’s and women’s health, infectious diseases, dermatology, and broader therapeutic areas. With over 5 years of experience in medical writing and scientific strategy, Ninad designs congress communication plans and evidence-based communication strategies for healthcare brands, delivering clear, compliant content for HCPs.
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