Title INFINITY_GSK_ GRAND Finale PPT _FINAL.pdf.pdf ✅

Source : Primary Research (One on One Interviews) Team INFINITY 2 23% 10% Low Attitude Towards Vaccination Negative 34% 33% Perceived Threat of Disease High Positive Age 55 CMO Age 75 Ex-Lawyer Age 70 Retired Businessman 70 years Old Retired Businessman/ Farmer from Punjab Currently Unaware of shingles 55 years Old CMO from Kolkata currently with an Corporate Office Job and Unaware of Shingles 75 years Old ex- Lawyer from Bangalore who likes to jog in the morning with family and has NRI Children • • Segment High Trust on Family Doctor •Comorbid with Diabetic Condition • • • Believers segment Pursues an active lifestyle Corporate medical insurance Cautious segment Private health insurance • • •Comorbid with Hypertension Knows disease by Bhramsutri • Engage in work related Activities like Office , Over the Lunch conversations and Uses social media like: Twitter, Ln, etc. Socialise in Golf Clubs, premium Living Space or Charity Events Spends Leisure Time with family in Premium restaurants or watching TV Talk to Children living abroad (NRI / Expats) or in other cities à Trust advice Begin their Day with a morning meditation, Walk or yoga session in their Residential Societies Read Morning Newspaper Mr. Walia Unconvinced Cautious Educate Mrs. Lolita Relaxed Believers Mr. Shetty Mr. Walia Mr. Shetty Mrs. Lolita Target Persona Who are they? Segment Characteristics Relaxed Meetings Networking Facebook F e ar AUDIENCE RESEARCH MARKET SEGMENTATION TARGET PERSONAS Afternoon Evening A Day in the Life of an HNI Morning THE TARGET MARKET & CONSUMER Source : INSEAD Research Book on Vaccine Marketing 88% 84% 44% 67% 44%
Team INFINITY 3 PRIMARY RESEARCH KEY FINDINGS WHAT KEY BEHAVIORS OUR TG EXHIBIT CONSUMER JOURNEY PRIMARY & SECONDARY RESEARCH Source : Primary Research Source : Secondary Research (Elsevier, India Today) Yatharth Superspeciality Hospital, Noida Dr. Astha Agarwal, JNMC Aligarh Research Background : Online Interviews with Hospital Doctors that have catered to HNIs Research Background :1 on 1 Interviews with TG, Healthcare Experts & Online surveys (43 HNIs) Had NOT taken Adult vaccines (Excluding COVID) Are NOT Aware about Shingles disease Were NOT Aware About shingles before contacting it Hesitant to Shingles Vaccine Among those who are aware Aware in regional terminology Of those who are Not aware Hesitant due to Side Effects They impact on their quality of life Spouses may opt for vaccination together & influence each other decisions Seek Quantitative proofs for health decisions: Have “Need to Know” checklist Technology profiles seldom influence decision- makers, unless they are associated with major differences in clinical outcomes Awareness & Information Access They become aware of Shingles and its potential impact on their quality of life by themselves or doctors Information Assessment They Evaluate the threat of disease and potential solution (vaccine) themselves using internet Access Healthcare System àAfter they have gathered enough information they seek expert advice & personalized recommendations here àThey prefer Personal Doctors because of their medical history Evaluation They Evaluate the vaccine's efficacy, potential side effects, & suitability for their health profile Decision of Vaccination Financial decisions are favourably made during bonus (corporate) or post-festival (business) time • • 01 02 03 4 5 3 2 1 97% 80% 72% 97% 34% 51%
Team INFINITY 4 CHALLENGES & AWARENESS PLAN Source : Primary Research Source : Secondary Research (Elsevier, India Today) Source : Primary Research & Science Direct Fear of side effects Distrust in efficacy Doctor’s did not exclusively Recommend High Cost Lack of national immunization schedule OBJECTIVE To Drive consumer awareness among High Net-worth Individuals & Position Shimtrax as “Healthy Ageing” Solution and lead conversion CURRENT CHALLENGES FOR GSK ADDRESSING CHALLENGES BARRIERS TO VACCINATION Challenge 2: Shingles Awareness 80% of The Target Audience is NOT aware about shingles disease Challenge 4: Risk Perception 80% of Aware TG does not believe they are at risk of shingles unless heard from Doctors Challenge 1: Vaccination Mindset 81% of the Target Audience has a negative attitude towards Optional Vaccination Challenge 3: Perception Variance Regional Names, misconceptions and lack of proper Knowledge varies across TG market Challenge 5: High Price Justification The high price of Shimtrax closest to what the TG usually pays needs to be justified Vaccination Mindset For the 81%, Showcase positive vaccination experiences of Peer community members to encourage hesitant individuals to follow suit Shingles Awareness Implement BTL Marketing Techniques with Personalized Outreach, Health Concierge Services and leverage Peer to Peer networks Perception Variance Educate the Target Market in Local Language messaging and colloquial terms Risk Perception Personalize the risk by sharing real-life stories & statistics relevant to their demographics or location to make the risk relatable High Price Justification Communicate Cost vs Benefits (Quality, safety & efficacy) along with Insurance coverage to build trust on High price Justification Barrier Low Index High 23% 24% 32% 46% 51%