Opening A New Service Marketing Channel For Medical Products: How Pharmacists Became Immunizers

Abstract

Medical product firms often have limited channels of distribution due to the highly regulated environment in which they operate. Creating a new channel for delivery of a health product is very difficult because it requires political action and requires strong arguments that there is unmet need for the product. Determined leadership and action by the intermediaries involved and evidence that the product can be used safely in the new channel are also essential. Pharmacists, vaccine manufacturers, and public health officials were able to open up a new channel for marketing vaccines by persistent effort over the past 15 years. This paper describes this effort and illustrates the benefits for consumers, manufacturers, pharmacists, pharmacy chains, and the public health infrastructure. A series of lessons learned is provided as guideposts for others to use in changing medical product distribution channels.