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Medium New product launch Market prioritization and sizing

Employee Vaccination Benefits

#Healthcare #Pharma
ProHub Comment

This case tests the candidate's ability to structure a market entry problem with both qualitative and quantitative components. The approach requires developing market attractiveness criteria from first principles (rather than applying generic frameworks), performing market sizing calculations with multiple assumptions, and then thinking critically about program design factors that drive actual adoption rates. The case emphasizes that financial opportunity size depends not just on market parameters but also on how the solution is operationalized.

Estimated Time 15 minutes
Difficulty Medium
Source IESE
50 / 100

Our client is a large Pharma manufacturer that is looking to boost sales of its Dengue vaccine by adding vaccine coverage to company Employee Benefits.

The vaccine requires two doses, has a price of $300 per dose and is only effective for those aged 13-35. Employers would offer a pre-paid 50% vaccine subsidy to employees (e.g., a voucher to be redeemed at certain clinics).

The CEO has hired us to answer the following key questions:

  1. In which markets within Asia-Pacific region would Employee Vaccination Benefits be an attractive opportunity?

  2. What is the “size of the prize” of the opportunity in prioritized markets?

  3. How should the company opertionalize the opportunity in prioritized markets?

Clarifying Information

  1. Currently, patient access to vaccines generally occurs through public National Immunization Programs (NIP) or private out-of-pocket clinics. Our client believes there is an opportunity to fill the gap between these two segments by adding vaccines to Employee Benefit Programs.
  2. Employee benefits include various types of non-wage compensation provided to employees in addition to their normal wages or salaries.
  3. “Employee Vaccination Benefits” could take several shapes or forms, including (1) vaccine discounts for employees, (2) vaccine coverage included in Group Insurance plan, (3) on-site vaccination days etc. For simplicity, we assume that employers would offer a pre-paid 50% vaccine subsidy to employees (e.g., through a voucher to be redeemed at certain provider clinics).
  4. Note that while this type of Employee Vaccination Benefits is already quite common for the seasonal flu / influenza, our client does not have a flu vaccine in its portfolio. Their focus is primarily to grow sales of their Dengue vaccine (two dose vaccine), suitable for males & females from 13-35 years.
  5. Dengue is a viral infection caused by the dengue virus, transmitted to humans through the bite of infected mosquitoes. It has emerged as the most widespread and rapidly increasing vector-borne disease worldwide.