TB case study – High-level study on the factors affecting the adoption of a new TB vaccine

Place and period of performance: Brazil, Russia, India, China, South Africa, Romania, Cambodia, and Mozambique, 2010-2011

Project background: Baird’s CMC was approached by Aeras, a large global vaccine development foundation to assess the drivers and barriers for a new TB vaccine. The focus was on Brazil, Russia, India, China, South Africa, Romania, Cambodia, and Mozambique. Project strategy: Baird’s CMC conducted a high-level qualitative research study, speaking with 86 key stakeholders and opinion leaders in each of the eight countries to identify the most likely scenario for adoption in each place. The stakeholders were carefully selected and included clinicians and paediatricians, parliamentarians, civil servants, senior journalists, technical experts, and NGOs with an interest in public health. 76% of the respondents had experience with TB and a fifth of those had contracted the disease themselves at some point earlier in their lives. Each of the 86 respondents was presented with different scenarios for adoption, and asked “If this were the scenario, how likely would your country be to adopt it within three years of the first license anywhere?” We then used a series of market research techniques to gather information from the respondents on a range of pertinent issues. Baird’s CMC then collated, analysed and synthesised all the data: the respondents’ reactions to each scenario, the pros and cons of each scenario, views on costing, perceived health priorities, factors affecting the decisions, and key learnings. The findings contained data-driven insights on likely obstacles to adoption as well as factors that could enhance uptake. These were presented in a high-level summary that provided comparative data on a variety of key factors affecting adoption, such as:

  • If these vaccines were available and assuming that no incremental health funding were available, would you take some of the money away from the priorities that you listed and spend it on this vaccination programme?
  • Assuming that … the actual cost of purchasing the vaccine for the first five years would be 80% met by some combination of donor funds. Would you re-allocate enough of the discretionary health budget to meet … 20% share?

The study included data on overall responses, along with responses by country. Project impact: Aeras was presented with relevant data in a useful format, allowing them to gauge the likelihood of adoption of the new TB vaccine. The country-specific comparisons on the factors affecting adoption enabled them to make informed and cost-effective decisions for each market. The Baird’s CMC advantage:

  • Our widespread global network in health and pharma enabled us to contact and speak to a number of the key stakeholders.
  • Our deep experience in vaccines and market research helped us design a study that was relevant to the client’s needs.
  • Our project management capabilities helped us coordinate the numerous respondents and consultants across the world, and deliver the results on time and within budget.