Behind a "vaccine anxiety" under the name of filial piety, the market is very bleak

Following the cervical cancer vaccine, the Chinese have a new vaccine anxiety.

Since "Father's Day" on June 19, the topic of "taking parents in vaccination as soon as possible" is high.

The Jianzhi Bureau noticed that the topic was initiated by the DC Popular V Account, which stated that the pain level of shingles "can exceed pregnancy" and lasted for a long time. More than half of patients would even "think of suicide." Wanting to reduce pain, except for early treatment, vaccine is the "most secure plan".

The aforementioned article believes that vaccine can reduce the risk of shingles by 97.2%, so children should take their parents to take herpes simplex vaccines. This is "the most practical filial piety."

High incidence of shingles in the elderly, but it is not a major epidemic, which can be treated with drugs. At present, only the domestic pharmaceutical company GlaxoSmithg (GSK) has a shingles vaccine for sale, and two stitches need to be injected, with a total cost of more than 3,000 yuan.

The purpose of this round of "filial piety bombing" is very clear, just to promote sales.

Not sell well, the number of issuing issuance this year is 0

The popularity of shingles vaccine in China has not been high.

At the end of June 2020, GSK's shingles vaccine "Xin An Li Shi" was listed in China. This is one of the only two shingles vaccines in the world, and another Merhado has not yet entered China. Therefore, GSK hopes to seize market opportunities and create a explosion.

The number of groups of shingles virus is huge. In March of this year, a set of data released by the International Aging Federation showed that about 99%of the adult groups over 50 years old were lurking in herpes herpes virus in the human body. GSK's expectations of the market are not unprecedented.

"Xin An Li Shi" was sold by Shanghai Medicine responsible for domestic agents. In early November 2021, GSK disclosed that the vaccine had covered at least 250 cities in China. According to the information of the Shanghai Centers for Disease Control and Prevention, "Xin An Li Shi" is a self -funded vaccine at its own expense. The price per needle is 1603.5 yuan, and a total of 2 stitches must be vaccinated.

However, behind the large -scale paving, the actual sales are not satisfactory.

According to the annual report of Shanghai Pharmaceutical's 2020, the sales of "Xin'an Li Shi" were 487 million yuan. Shanghai Medicine did not disclose specific sales in 2021. However, from the approval data of the Chinese Inspection Institute, it can be seen that "Xin An Li Shi" may not be sold well.

In 2020, the Chinese Inspection Institute approved the "Xin An Li Shi" of 1.65 million. However, by 2021, only 5 batches of "Xin An Li Shi" was approved in January alone, with a total of 590,000, and no information was issued since then.

According to data from the Chinese Inspection Institute, since 2022, the number of "Xin'an Li Shi" approved is 0.

On June 21, Red Star News reported that a community doctor in Chengdu said: There are not many inocular vaccinations with shingles, and no appointment is required. According to interface news reports, a hospital in Longhua District, Shenzhen has revealed that there are not many people with shingles vaccines, and more than a dozen people have about a month.

According to the data of "Consensus of Chinese Experts" in "Schilogy", although the number of zoster viruses has a large number of people, the annual incidence is only about 3-5%. The International Aging Federation believes that "Xin An Li Shi" has only about 22%of the vaccination ratio in the Chinese group. But from reality, the vaccination rate may be far below 22%.

The high price and short protection period may be the main reason why "Xin An Li Shi" is dissatisfied in China's soil and water. Liu Hongjun, deputy chief physician of the dermatology department of the Seventh People's Hospital of Shenyang City, introduced: Singer -shaped vaccine can generally prevent four years.

Take 3,000 yuan to prevent a disease with a incidence of less than 5%, and it can only be controlled for 4 years. The elderly in China may be calculated.

When the market is cold, it has to be increased. This is the forwarding and affection story of the leaders on social media during this year's Father's Day. Let the young people pay for it, bring their parents to vaccine their filial piety, and become the "family card" to promote the vaccine.

Global crazy marketing, has been accused in the UK

Behind the huge marketing publicity, GSK has its own anxiety.

GSK is one of the four global vaccines, but it did not grab any advantages in the new crown vaccine. Instead, Pfizer took advantage of it.

According to Fiere Pharma, "Xin An Li Shi" global sales in 2021 were around 14.5 billion yuan, a year -on -year decrease of 9%. This vaccine is a product of GSK, accounting for nearly a quarter of the company's vaccine business. Global sales are not smooth. The "strong recovery" promised by GSK's chief business officer Luke Miels has become a bubble, which brings great great brings to the company's vaccine business. pressure.

There is another pressure in the Chinese market. In April of this year, the Bio biological announcement stated that the company's listing application for herpes zoster vaccine has been accepted by the State Drug Administration, and the first domestic shingles vaccine may come out. Earlier, the Bio Biological Bureau said to the Jianzhi Bureau that even if the "Xin An Li Shi" was increasing in price, the products of Bike creatures must be cheaper than it. "The market for GSK is only a small part.

Global, GSK tries to vigorously promote its shingles vaccine. The "family card" in China may be one of the global publicity strategies of GSK.

In March of this year, at the "Zhexy Week" jointly initiated by the GSK and the International Aging Federation, GSK invited the well -known British host Eamonn Holmes to endorse the product and talk about the experience of fighting with the illness. In the medical field, enterprises use various "disease weeks", "disease day" popular science cause, treatment methods, etc. are not uncommon. But British critics believe that GSK has done a bit too much this time, obviously to attract patients rather than professional medical staff, and pay attention to "guidance to the product". This approach is "immoral".

GSK denies all the accusations for marketing, and said to overseas media: Preparation of herpes sons is only to provide educational information and improve the public's understanding of this disease, "have nothing to do with specific products."

Eamonn Holmes was interviewed, telling his experience with herpes zoster, and the text attached a website link with GSK.

In Europe and the United States, drugs are prohibited directly for consumers' marketing. In June of this year, the National Health and Health Commission issued the "Notice of the Essential Points of the Essential Points of the Unrealistic Wind in Medical Purchasing and Sales and Medical Services in 2022", which clearly prohibits the "live broadcast" of medical institution staff from using their positions and identities.

At present, the traffic platforms such as Douyin have also prohibited the use of "medical and health certification" account author to open the function of the window. There are no mighty "shingles weeks" in China, and various festivals such as "Old Man Day" about love affection can become a good opportunity for corporate marketing shingles vaccines.

In fact, the vaccine itself is a good thing, only the incidence of 3-5%, the 4 -year protection period, and the cost of more than 3,000 yuan. Various factors mean: specific to the consumer choice, we still need to do with demand.

In June 2021, GSK's chief business officer Miels stated at the investor telephone conference: "Xin An Li Shi" will become the company's future main product.

The "filial piety bombing" for young Chinese may have just begun.

Writing ｜ Su Lin

Edit ｜ Jiang Yun Jia Ting

Operation ｜ Twenty -thirty

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