Wockhardt Ltd. is one of India’s leading pharmaceutical companies with a presence in several of world’s leading markets like Europe and the US. The company’s product range covers formulations, biopharmaceuticals, nutrition products, vaccines and active pharmaceutical ingredients. Wockhardt enjoys a strong presence in several therapeutic categories.

Wockhardt engaged Pressman to support the launch of Biovac A, a Hepatitis A vaccine in the Indian market and capture market share from well entrenched brands of several global and Indian pharmaceutical players.

Biovac A had a distinct advantage as it offered the convenience of single dose administration unlike the existing vaccines in the market which required a booster dose. As part of the strategy to position the vaccine’s USP and to enlarge the market, a campaign to educate the public on Hepatitis A was conceptualized.

An extensive information pack on Hepatitis A with backgrounders and references on epidemiology, natural history, diagnosis and prevention was prepared for the medical profession. A modified press pack was prepared with general information including advantages of live attenuated Hepatitis A vaccine as compared to inactivated Hepatitis A vaccine.

Pressman organised media conferences in a dozen cities, and targeted medical publications, consumer health and news outlets with a communication campaign focused on the advantages of the new generation vaccine.

Seminars were held in all these cities with around 100 doctors attending in each city. The seminars were addressed by Dr. Zhuang of Zhejiang Pukang Biotechnology Co. of China, the originators of the vaccine. The conferences and media interactions were followed up with short features and stories on Hepatitis A in health supplements of national media. An information booklet on Hepatitis A was produced and made available at several thousand hospitals and clinics.

The well researched, well coordinated and well implemented campaign yielded remarkable results. The media coverage was well beyond expectations and Biovac A launch was covered in over 160 newspapers, magazines, broadcast and online outlets. The campaign generated over 25 million print impressions and over 15 TV interview/items, with a reach of around 75 million and an advertising value equivalence of over US$ 2 million.

The launch of Biovac A was a huge success. The campaign made a significant impact and in spite of being the highest priced vaccine in its category, it has become one of the successful Hepatitis A vaccine brands in India.