Shingrix - BEYOND AWARENESS
GSK wanted to understand the commercial potential of driving private purchase of Shingrix among consumers who were not eligible for funded vaccination. While pharmacy vaccination was already well established, less was understood about how to engage consumers who needed to make a significant out-of-pocket investment. Rockefeller was engaged to develop and execute a national pilot programme that tested how pharmacy activation, shopper marketing and consumer engagement could influence private purchase behaviour. The programme delivered a 238% increase in private purchase vaccinations over the previous two months while uncovering the commercial and behavioural barriers that would shape GSK's future activation strategy.
WHAT WE DID
National shopper marketing programme focused on increasing private purchase of Shingrix through pharmacy.
End-to-end pilot programme across 20 pharmacies, including implementation, pharmacy support and programme management.
Complete suite of in-pharmacy activation materials including window decals, consultation room posters, brochures, merchandising and booking prompts.
Pharmacist training and engagement programme to improve vaccination conversations, confidence and recommendation.
Designed and built a bespoke interactive in-store iPad application incorporating consumer education, shingles risk assessment and integrated vaccination booking.
Delivered mall activations to educate consumers, generate bookings and capture real-world behavioural insights.
Comprehensive programme measurement, behavioural research and strategic recommendations that informed GSK's future consumer activation strategy.