Case Studies

Pneumovax from MSD Japan, the Japanese affiliate of Merck & Co. in the U.S.A., is Japan's only vaccine for pneumonia and was launched in 1988. It is specifically designed for those over 65.

Servicing Brand: MSL Asia

Service Period: January 2010-December 2010

The Challenge

Pneumonia is the 4th largest cause of death in Japan, following cancer, heart disease and cerebrovascular disorders.

In recent years more than 100,000 people die annually of pneumonia and 95 percent of these are over 65. With the steadily aging population in Japan, this figure is expected to rise.

MSD Japan studies showed low awareness of the fact that pneumonia can be prevented. Research also indicated that people were generally not aware of the pneumococcus vaccine and combined with this was a lack of media interest in the topic. As a result, a mere 5% of those over 65 were vaccinated for pneumonia in 2009.

The Solution

Our mission was to drive awareness of the seriousness and costs of pneumonia, that it is preventable with the pneumococcus vaccine.

We established a quasi-public body made up of multiple organizations to carry out educational activities under the name of the project. We leveraged the campaign slogan "Pneumonia is Scary! Prevention is Vital!" to attract attention.

We targetted mass media to invite queries from the public to the Pneumococcus Infection Call Center, as many elderly people are not Internet savvy.

We developed a website to facilitate distribution of campaign posters, materials and leaflets at medical institutions to educate about the dangers of pneumonia and encourage vaccinations.

Results

As a result of 9 reports by key TV stations, 41 newspaper articles (with a total readership of over 9 million) and 8 online reports, the center received approximately 3,000 calls a month, greatly surpassing the initial target.

Increased the vaccination rate of 5 percent in 2009 by 50 percent to 7.5 percent in 2010.

Local governments offering subsidies rose from 130 to 220 and this was attributed to extensive media coverage highlighting public subsidies.

Drive Pneumovax sales by 50 percent - Result: Although detailed figures are confidential, MSD has confirmed sales results exceeded targets.