Exploring the Use of the World Health Organization Total System Effectiveness Approach and Market Opportunity Navigator to Identify Initial Positioning and Targeting of a New Bio needle™ Delivery Technology for Vaccine Administration

Abstract

With the advent of COVID-19, the vaccine industry has gained much attention. Increased focus on vaccines, vaccine delivery methods, and vaccination campaigns has led to the need for more efficient strategies to evaluate product positioning and targeting of new delivery technologies. This qualitative exploratory study examines how Bioneedle Drug Delivery (BDD), a European-based firm developing a needle-free vaccine delivery system, addresses these considerations. It specifically examines how BDD 1) positions its Bioneedle™ platform vs. other non-needle vaccine delivery systems (in market or development) using the World Health Organization's Total System Effectiveness Approach and 2) targets its lead indication for use using Market Opportunity Navigator for entry in a crowded market. Such efforts lead to a positioning statement for BDD's new platform to identify lead customers and opportunities, key competitors, and points of differentiation. The output from this initial exploratory work leads to a path for future study to assess the relative positioning and targeting of this technology more rigorously within the highly competitive vaccine landscape.