Authors

  • Alexis Mingey Rutgers Institute for Pharmaceutical Industry Fellowships-Ernest Mario School of Pharmacy, Rutgers, The State University of New Jersey (Piscataway, NJ)
  • Alexa Molinari Rutgers Institute for Pharmaceutical Industry Fellowships-Ernest Mario School of Pharmacy, Rutgers, The State University of New Jersey (Piscataway, NJ)
  • Michael Toscani Rutgers Institute for Pharmaceutical Industry Fellowships-Ernest Mario School of Pharmacy, Rutgers, The State University of New Jersey (Piscataway, NJ)
  • John M. York Rutgers Institute for Pharmaceutical Industry Fellowships-Ernest Mario School of Pharmacy, Rutgers, The State University of New Jersey (Piscataway, NJ); Institute of Global Entrepreneur and Rady School of Management, University of California, San Diego (San Diego, CA); Cranfield School of Management (Cranfield, UK)

DOI:

https://doi.org/10.5912/jcb1270

Abstract

With the advent of COVID-19, the vaccine industry has gained much attention. Increased focus on vaccines, vaccine delivery methods, and vaccination campaigns has led to the need for more efficient strategies to evaluate product positioning and targeting of new delivery technologies. This qualitative exploratory study examines how Bioneedle Drug Delivery (BDD), a European-based firm developing a needle-free vaccine delivery system, addresses these considerations. It specifically examines how BDD 1) positions its Bioneedleplatform vs. other non-needle vaccine delivery systems (in market or development) using the World Health Organization's Total System Effectiveness Approach and 2) targets its lead indication for use using Market Opportunity Navigator for entry in a crowded market. Such efforts lead to a positioning statement for BDD's new platform to identify lead customers and opportunities, key competitors, and points of differentiation. The output from this initial exploratory work leads to a path for future study to assess the relative positioning and targeting of this technology more rigorously within the highly competitive vaccine landscape.

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