Reimagining how crucial vaccines are brought to market

AstraZeneca

AstraZeneca wanted to fundamentally rethink how one of its longest standing vaccine brands was brought to market. Rather than incremental optimisation, the ambition was a human-centred strategy that reflected the realities of patients, healthcare professionals, regulators, and governments across global markets.

Leading a global, cross-functional team, we redesigned the go-to-market approach from the ground up — combining deep stakeholder insight with new strategic tools to drive growth, alignment, and adoption at scale.

Outcomes

• Conducted 40+ interviews with global and local stakeholders
• Delivered 3 co-design workshops to shape the 2025 strategy
• Created a market archetyping framework to guide country-level execution
• Designed 6 future state experience maps across patients, HCPs, regulators, and payers
• Developed 12 market-specific personas
• Defined 3 strategic pillars aligned to AZ's 2025 brand plan
• 3 strategic recommendations briefed to AZ's CEO Pascal Soriot for presentation to the UK Prime Minister on the flu-vaccine rollout