Vaccines are anticipated to be one of the fastest-growing segments of the pharmaceutical market between 2008 and 2023. Analysts believe that new legislation, advancements in science, and enhanced vaccine awareness are contributing to vaccines growth, particularly in the United States. Recent growth of vaccines, such as sales of Merck & Co.’s blockbuster cervical cancer vaccine Gardasil, are being attributed to increased vaccine awareness and robust advertising campaigns. Despite increased awareness among consumers, vaccines continue to be largely a physician-driven topic in doctor’s offices. Effective communications in this area will come from establishing a balance between the medical and the interpersonal agenda of the doctor’s visits.
According to Jeff Kozloff, president and CEO, Verilogue(verilogue.com), vaccines often times are not the primary reason for an office visit, but rather a side conversation.Despite more activity in the press and in commercials, the topic is still very much a physician-generated conversation.