Semesterly Meeting COVID January 2026

Name: Semesterly Meeting COVID January 2026
Uploaded: 2026-01-13T21:36:33.000Z
Duration: 2 h 52 min 11 s

Community Adult Semester 2 Business Review

Introduction and Overview

Julie McKini introduces herself as the IA adult community strategy lead, noting a transition to a new role in marketing experience AI.

She expresses enthusiasm for sharing updates on the brand team's efforts during the second semester.

Acknowledges significant changes within the team and highlights the importance of collaboration in supporting a dynamic brand.

Team Changes and Acknowledgments

Julie emphasizes that many new names have joined the adult marketing team, reflecting internal changes over recent months.

She congratulates both new and existing team members for navigating challenges amidst uncertainty in their environment.

Meeting Agenda Adjustments

The agenda is modified from what was initially shared; media and policy updates will be included in discussions rather than separate breakouts.

Key topics include season comparisons, competitive information, trust and confidence metrics, and non-retail authorization aligned with strategic priorities.

Season Performance Insights

Discussion will cover performance updates for the current season, including insights into operational challenges faced by the brand.

Two deep dives are planned: one focusing on media strategy updates and another on co-activator program developments.

Challenges Faced This Season

The co team has encountered unprecedented challenges due to regulatory changes, market sentiment shifts, and operational hurdles.

Specific issues include FDA safety labeling updates, ambiguity around clinical recommendations, payer coverage confusion at launch time, and competition from new entrants like madna.

Social sentiment towards vaccines has been particularly challenging this season due to various factors affecting public perception.

Operational Hurdles

Confusion regarding eligibility criteria for upcoming seasons created complications across states and retail chains post-FDA approval.

A smaller summer spike in COVID infections impacted planning for this season's strategies significantly.

Uptake Curves and Vaccination Trends

Overview of Current Season's Uptake

The current season's uptake curves are represented in dark blue (LP81), while the previous season is shown in light blue (2425 season KP2).

There is an early divergence in uptake patterns, with a plateau at 8.8% by the end of 2025, which aligns with LE4 forecasts but is approximately four points lower than the previous season.

Changes in approvals and public sentiment may be stabilizing vaccination behavior at a lower steady state compared to last year.

Retail Contribution to Vaccination

This season has seen a significant increase in retail contributions, accounting for three-quarters of vaccinations administered, contrasting with last year's one-quarter contribution from retail sources.

Medical and Policy Headwinds

Introduction to Challenges

Mary Moran introduces herself as the US Medical Affairs lead for viral and maternal vaccines, alongside Vinnie Snow, discussing recent challenges faced during Q4 2025.

Key Milestones and Developments

The quarter was described as both uneventful yet tense due to uncertainties surrounding ACIP meetings; there was anxiety about potential outcomes.

On October 7th, immunization schedules were updated to reflect shared clinical decision-making; however, no significant changes occurred during subsequent ACIP meetings.

Negative Impacts on Vaccination Efforts

A NACIP meeting on December 4th did not address COVID-related topics despite prior preparations.

CMS removed several immunization measures from Medicaid core status on December 30th, impacting pediatric and prenatal vaccinations significantly.

Looking Ahead: Plans for 2026

Focus Areas for Improvement

Emphasis will be placed on reinforcing evidence-based content regarding vaccine safety and effectiveness as part of a refresh strategy for the upcoming year.

Team Development Initiatives

Recruitment efforts are underway for a new mRNA US medical affairs lead who will play a crucial role moving forward.

A "double down deck" has been created to present data more effectively to the medical field team, focusing on vaccine effectiveness and safety narratives.

This structured summary captures key insights from the transcript while providing timestamps for easy reference.

Workshop and Skill Development for Healthcare Professionals

Organizing Effective Learning Experiences

The presentation emphasizes the importance of organizing the deck in a digestible manner for participants, enhancing their learning experience through workshops that include role plays.

Real-world settings with healthcare professionals (HCPs) will be created to help participants hone their skills effectively.

Communicating Vaccine Effectiveness

A five-year timeline will be used to articulate how vaccines have adapted to changing variants and demonstrate their effectiveness despite high serial positivity rates.

The speaker acknowledges significant challenges posed by competitors like MADNA but believes there is a compelling story about vaccine necessity that needs to be communicated more effectively.

Addressing Care Gaps

The concept of "care gaps" is introduced as a critical focus area, highlighting efforts made with various vaccines (e.g., RSV, maternal vaccine).

Identifying care gaps involves metrics beyond vaccination counts due to medical restrictions; alternative metrics are being explored to show progress.

Strategic Communication and Competitive Intelligence

Enhancing Competitive Intelligence Efforts

Plans are underway to create a centralized medical competitive intelligence newsletter aimed at improving communication regarding smaller yet impactful developments within the community.

Literature Review and Social Media Strategy

A systematic literature review on safety in the U.S. is being developed, expected to amplify messaging through social media channels in spring.

Successful Webinar Series

Ongoing translating mRNA webinars led by Rajie Nepal have been successful, attracting over 150 attendees monthly on diverse topics related to disease burden and new publications.

Navigating Uncertainty in Policy Discussions

Challenges Faced in Recent Meetings

The last quarter was characterized by uncertainty regarding meeting schedules and agendas, complicating preparations for discussions at ACIP meetings.

Meeting Preparation and Strategy Shifts

Overview of Meeting Preparation

The agenda for the meeting was posted a day prior, but there was uncertainty about specific topics to be covered. Preparations were based on social listening rather than concrete data.

Acknowledgment of Mary and her team's extensive efforts in preparing for the meeting, despite limited information available beforehand.

Relevance of ACIP Recommendations

Current sentiment among healthcare professionals (HCPs) indicates that ACIP recommendations are becoming irrelevant; medical societies are creating their own guidelines.

A dual strategy is being adopted: continuing engagement with ACIP while also focusing on alternate recommending bodies like medical societies and the Vaccine Integrity Project.

Data Aggregation and Medical Societies

The Vaccine Integrity Project acts as a trusted data aggregator, compiling systematic literature reviews to assist medical societies in forming their recommendations.

Discussion on how to utilize statements from associations in promotional materials, highlighting the need for clarity on legal implications.

Evolving Strategies and Challenges

Legal guidance emphasizes leading with ACIP recommendations before referencing other societies' statements; this approach may evolve as circumstances change.

While ACIP remains relevant by prompting responses from medical societies, there is uncertainty regarding promotional strategies related to these evolving dynamics.

Potential Disagreements Among Medical Associations

Inquiry into whether differing recommendations among medical associations could complicate communication; currently, no significant disagreements have been observed.

Anticipation of potential conflicts between associations' guidelines due to varying interpretations of evidence; historical context provided through past experiences in guideline development.

Understanding Retail Dynamics in Information Dissemination

The Role of Clear Communication in Retail

Discussion on the complexity of retail compared to non-retail, emphasizing the need for clear insights and concise opinions amidst diverse account guidelines.

Importance of simplifying information dissemination to aid understanding and adherence to guidelines, highlighting the role of research snippets in this process.

Shifts in Information Sources

Notable decline in trust towards CDC and ASIP information from 64% to 53%, indicating a shift towards medical resource websites like Doximity, which rose from 53% to 71%.

This trend reflects changing preferences among IDN professionals regarding reliable sources for clinical studies and information.

Evolving Publication Strategies

Anticipation of an evolution in publication strategies due to increased demand for timely data; emphasis on publishing faster rather than relying solely on preprints.

Acknowledgment that societies prefer published data over confidential or preliminary findings, indicating a shift towards more formalized communication.

Strategic Priorities for Brand Performance

Introduction of four core strategic priorities guiding brand performance discussions moving forward.

Focus on defending market leadership and awareness amidst emerging competitors like MX Spike, with community still leading alongside Spikevax.

Competitive Landscape Insights

Current leaders in stocking include Commodity with PCPs and pharmacists; however, MX Spike is beginning to take stock away from other competitors.

Recognition that Novavax's perception has improved significantly within IDNs, posing a potential competitive threat as they ramp up their presence.

Insights on Non-mRNA Vaccines and Market Trends

Discussion on Non-mRNA Vaccines

The emphasis on non-mRNA vaccines is a strategic response to public sentiment regarding mRNA technology, with claims suggesting that non-mRNA options may be perceived as safer.

There is potential for non-mRNA vaccines to become a standard option in medical settings, ensuring availability for patients who prefer alternatives to mRNA vaccines.

Recent research indicates that consumer awareness of mRNA technology has diminished significantly; many do not recall what it entails, making it currently a non-issue unless reintroduced into discussions.

Market Share Analysis by Age Group

A breakdown of vaccine share across retail and non-retail settings shows varying trends among different age groups (18-49, 50-64, 65+), with notable shifts in the 65+ demographic due to competition from MEX.

Current season data reveals that while some age groups maintain or exceed previous market shares, the 65+ group in retail has seen a decline compared to last season's figures.

Co-administration Trends

The majority of vaccine administrations occur within the 65+ age group, contributing significantly to both retail (60%) and non-retail (68%) channels. Retail remains the dominant setting for vaccinations.

In retail settings, co-administration rates show that flu vaccines are commonly given alongside other vaccinations; however, there has been a decrease in co-administered doses this season compared to last.

Consumer Behavior Insights

Questions arise regarding consumer behavior changes related to COVID and flu vaccinations. Data suggests that while COVID administration numbers remain stable, flu-based co-administrations have decreased due to various factors including consumer preferences and retailer offerings.

Understanding the reasons behind these behavioral shifts is crucial; insights from consumer feedback could clarify motivations such as adverse effects from previous vaccinations or reluctance towards receiving certain vaccines.

Kickoff of the Co-Administration Season

Overview of Co-Administration Trends

The co-administration season has faced delays, impacting the number of co-administered vaccines. This delay may have contributed to a drop in non-retail co-administrations compared to previous seasons.

There was a significant decrease of 858,000 non-retail co-administrations this season compared to last, indicating challenges in ramping up operations post-delay.

Retail vs Non-Retail Performance

Monitoring trends shows that while retail struggled initially, non-retail settings are showing a steady increase in co-administration rates over recent weeks compared to last year.

Current rates show 15% for flu and 8% for COVID this year versus 27% and 15% respectively from last year, suggesting a more positive trend despite being below previous levels.

Consumer Behavior Insights

Confusion around ACIP recommendations regarding flu and COVID vaccinations has affected consumer behavior; many were unsure about eligibility for receiving both vaccines simultaneously.

There is an observed discrepancy between provider perceptions of vaccine hesitancy and actual consumer behavior; understanding these changes could inform strategies for retailers moving forward.

Co-Administration Strategies

Stable co-administration rates were noted from the previous year, with an increase in pneumonia vaccine (Prevnar 13) administrations alongside flu shots.

A decline in overall co-administrations occurred due to restrictions on administering COVID and RSV vaccines together mid-season.

Challenges Faced by Consumers

Some consumers experienced difficulties accessing COVID vaccinations due to unclear policies regarding eligibility based on age or other factors.

Early season confusion led eager consumers to be denied access to vaccinations at various sites due to misinterpretation of guidelines.

Insights on COVID-19 Co-Administration and Vaccination Strategies

Understanding Consumer and Healthcare Provider Behaviors

Discussion revolves around the challenges in co-administration of vaccines, particularly COVID-19, highlighting consumer behaviors and underlying reasons for hesitance.

The conversation suggests that healthcare provider (HCP) behaviors may influence consumer decisions, indicating a need for better manipulation of these behaviors in future vaccination campaigns.

Strategic Opportunities in Vaccine Administration

Emphasizes the strategic importance of improving co-administration rates; even slight increases could lead to thousands more doses being administered.

Participants share personal experiences with vaccine administration, noting misperceptions about medical conditions affecting access to vaccines.

Flu Administration Trends and Insights

Highlights an observed surge in flu positive detections and hospitalizations during December 2025, suggesting a potential opportunity for increased flu vaccinations.

Reports indicate higher flu administration rates compared to previous seasons, signaling a shift in public health dynamics as clarity around co-administration improves.

Data Analysis on At-Risk Populations

Introduces data differentiating between at-risk patients versus otherwise healthy individuals in vaccination uptake reporting this season.

Shows an increase in flu vaccinations among at-risk populations (66% this season vs. 60% last season), indicating a stronger focus on vulnerable groups.

Addressing Confusion Among Healthcare Providers

Notes the confusion surrounding vaccination guidelines across different states, emphasizing the need for clear communication to HCPs regarding patient eligibility.

Discusses shared clinical decision-making as an area needing improvement; consistent understanding across customers is crucial for effective vaccination strategies.

Understanding Shared Clinical Decision-Making

Importance of Immunization and Patient Perception

The discussion highlights the significance of shared clinical decision-making, particularly in relation to immunization for COVID-19, emphasizing the need to consider underlying medical conditions and age.

A core strategic priority is building trust among healthcare professionals (HCPs) and aligning their beliefs with consumer beliefs regarding vaccinations.

Discrepancies in Perceived Hesitancy

Kathy presents evidence showing a disconnect between HCP perceptions of patient hesitancy towards vaccinations and actual patient concerns.

Data indicates that adult vaccinators perceive 59% of their patients as hesitant, while pharmacists estimate 54%, contrasting sharply with the actual stated hesitancy from consumers at only 32%.

Impact on Healthcare Conversations

This perceived hesitancy influences HCP conversations about vaccinations; they may avoid bringing up vaccination unless prompted by patients, leading to missed opportunities for recommendations.

It's crucial to understand that patient questions do not equate to hesitancy; rather, patients seek clarity on the benefits and relevance of vaccinations.

Campaign Insights

The "Talk to Me" campaign was developed to encourage HCP engagement with patients about vaccinations, stressing that inquiries are often requests for information rather than signs of resistance.

Although not widely disseminated, this campaign serves as a valuable resource for fostering discussions around vaccination without assuming patient reluctance.

Non-Retail Stocking Considerations

There is an ongoing focus on non-retail stocking decisions influenced by factors such as payer reimbursement confidence and patient demographics.

Confidence in reimbursement varies significantly based on patient age and type of insurance coverage, particularly highlighting trends among older populations (65+).

Factors Influencing Vaccine Stock Decisions

Key reasons influencing Integrated Delivery Networks (IDNs)' purchasing adjustments include prior utilization rates and changes in FDA approval or ASIP recommendations.

Factors affecting which COVID vaccine IDNs choose to stock have shifted; ease of procurement has become more significant alongside HCP preferences. However, cost remains the primary factor driving these decisions.

COVID Vaccine Planning and Strategy Insights

Overview of Decision-Making Process

The discussion centers on the complexities involved in planning for COVID vaccine stocking, highlighting a shift from universal to SEDDM (Seasonal Epidemic Disease Management).

There were notable decreases in co-administration rates and uncertainties regarding payer coverage, yet dominance was maintained across most age groups in both retail and non-retail settings.

Implications and Recommendations

Key recommendations include capitalizing on end-of-year flu co-administration opportunities while preparing for aggressive contracting defenses from competitors like Moderna and Novavax.

Emphasis is placed on clarifying concerns around coverage through effective communication between healthcare providers (HCP) and patients, as well as establishing new medical policy partnerships.

Media Strategy Insights

Transitioning to media strategy discussions, the focus shifts to ROI metrics from recent campaigns, with an emphasis on crossfax learnings related to HCP (Healthcare Professional) and DTC (Direct-to-Consumer) impacts.

ROI Metrics Breakdown

The overall ROI for the latest cycle stands at 3.8 across both HCP and DTC channels; DTC specifically achieved a 3.8 while HCP reached 2.3.

Notable increases in ROI were observed across various channels: Field Force increased from 3 to 4.1, DTC media rose to 3.8, and total media grew to 3.7.

Audience Targeting Strategies

The adult prospects strategy focused on a full-funnel media approach aimed at driving vaccine portfolio awareness during peak seasonality.

A targeted audience-first approach was employed using custom clinical audiences to engage key priority cohorts effectively.

Campaign Performance Insights

The crossfax campaign exceeded expectations with vaccination rate performance up by approximately 150%, although some metrics like Vax Assist's HBA rate fell short but are trending positively week over week.

Co-administration remains a significant driver of conversions, contributing about 55% of total conversions seen during the campaign period.

This structured summary encapsulates critical insights into COVID vaccine planning strategies, emphasizing decision-making processes, implications for future actions, media strategies employed, audience targeting methods, and performance outcomes from recent campaigns.

PFA Campaign Insights and HCP Media Performance

Overview of PFA Campaign Effectiveness

The PFA campaign aims to foster an educational mindset while leveraging creative campaigns like "Still Got It" and "Everblue" to boost awareness and conversion rates across various media channels.

Combining these creative efforts has proven more effective than running individual campaigns, leading to higher motivation among consumers.

Vaccination Rate Trends

Data shows that COVID vaccinations account for approximately 77% of total respiratory vaccinations, indicating a strong focus on this area within the campaign.

Consistency in COVID vaccination rates was observed throughout the season, ranging from 76% to 79%, while other categories like NUMO and RSB began to gain traction later in the season.

Consumer Engagement with Campaigns

Exposure to both "Still Got It" and "Everblue" campaigns resulted in increased consumer motivation and action compared to exposure to either campaign alone.

A visual representation indicates that the combined effect of both campaigns led to higher vaccination rates across all targeted vaccines, showcasing their synergistic impact.

HCP Media Performance Highlights

The target list for healthcare professionals (HCPs) achieved a reach exceeding 95%, demonstrating effective targeting strategies throughout the year.

Vaccination data tracked through partnerships showed HCP vaccination rates meeting or surpassing goals, with specific metrics indicating success in patient vaccinations post-media exposure.

Biobot Test Insights

The biobot test aimed at enhancing public health engagement had limited activation time (less than two weeks), which affected performance outcomes negatively.

Despite lower overall vaccination volume from biobot tactics compared to unbranded media tactics, certain strategies targeting HCP engagement proved slightly more effective.

Retail Campaign Outcomes

Retail-focused media efforts targeting pharmacists were cost-efficient regarding reach and contributed positively to vaccination referral impacts.

Preliminary results from updated target lists indicate a slight increase in vaccination rates among refreshed target HCP lists; however, further data is needed for conclusive insights.

Vaccination Strategies and Competitive Analysis

Overview of Vaccination Tactics

The discussion begins with a mapping of vaccination tactics against UNRB branded strategies, focusing on cost per vaccination and vaccination rates.

A comparison is made between old and new target lists, revealing that co-stalkers have a vaccination rate of 2.10%, while flu stalkers and referers are at approximately 1.4%.

Competitive Spend Analysis

Insights into Madna's spending trends show similarities to the previous year, with a focus on measurable spend across various channels including the Pfizer portfolio.

Notably, Madna's overall investment continues to decline year-over-year, particularly in Spot TV advertising from September to December.

Media Channel Performance

Certain offline channels like Spot TV and Spot Radio exhibit lagging performance metrics; however, there may be untracked spending in these areas.

The data source used for analysis has limitations in measuring specific channels such as paid social HCP channels.

Spending Distribution Insights

Direct-to-consumer (DTC) advertising constitutes about 96% of Madna's total spend, while healthcare professional (HCP) marketing accounts for only 4%.

There is an expectation of increased spending in Q1 based on historical data from October to December during peak seasons.

Co-Activator Strategy Development

Discussion shifts towards co-activator strategies amidst Lauren’s absence due to personal issues; emphasis is placed on evolving from basic programs to more advanced targeting methods.

A refreshed data-first approach has been implemented for segmentation and targeting, involving collaboration among various teams including media and brand management.

Future Directions in Targeting

The team utilized geo-targeting combined with specific calls-to-action (CTAs), creating customized messages tailored for different segments using AI tools.

Plans are underway to expand omni-channel approaches beyond HCP-focused efforts to include retail and consumer outreach.

Key Drivers for Change

Acknowledgment that traditional sources like CDC websites are less frequented by decision-makers prompts exploration of alternative messaging avenues.

Investments made by the CMO in AI tools aim to enhance responsiveness and customization for diverse customer segments moving forward.

Insights on Target Audience and Reporting Strategies

Shifting to a More Appropriate Audience

The recent update to the target list has resulted in an increase in total healthcare professional (HCP) openers and clicks, indicating a successful shift towards a more suitable audience.

The program is seen as timely and necessary due to changes in the competitive landscape, suggesting that adaptability is crucial for success.

Enhancing Field Colleagues' Access to Information

There is an ongoing effort to provide field colleagues with useful insights before they meet with physicians, including information on physician engagement with content.

Metrics from an omni-channel perspective are being developed to support field teams, enhancing their preparedness during interactions.

Future Steps and Reporting Adjustments

Performance reporting will transition to a bi-weekly schedule at this point in the season, reflecting adjustments based on current needs.

Semesterly business reviews will replace quarterly ones for extended team members, indicating a shift in review frequency aimed at better alignment with strategic goals.

Acknowledgment of Contributions

Closing remarks express gratitude for contributions made by team members throughout the process, highlighting the collaborative effort involved in brand development.