Case Study 2

Case Study 2

Title Stakeholder research in HPV vaccine market
Category Healthcare
Client CSL BIOTHERAPIES
Research objective  To determine the preference of four stakeholder groups when given a choice of  Human Papillomavirus (HPV) vaccines
Research approach  A mix of qualitative and quantitative research techniques were used with the four stakeholder groups as follows:

  • Specialists: 47 structured online interviews with gynaeoncologists, OBGYNs, and sexual health specialists
  • NSW Vaccine Providers: 15 face to face depth interviews with Immunisation coordinators from NSW Area Health Services and Divisions of General Practice
  • NSW Parents: 401 online interviews with parents of female 12 to 17 years old eligible for HPV vaccination under the National HPV Vaccination program
  • NSW Female Users: 400 online interviews with females 18 to 26 eligible for HPV vaccination under the National HPV Vaccination program.

As part of the questionnaire design process Vawser and Associates worked with the National Centre for Immunisation Research and Surveillance (NCIRS). A series of face to face depth interviews and group discussions were used to test the structured questionnaires prior to the main fieldwork.

Results and outcomes Key findings: The research showed that for the purposes of the National HPV Vaccination program, the vast majority of each stakeholder group would prefer the NSW government to use the current HPV vaccine of the time (Gardasil ®), that provided protection against cervical cancer and genital warts, over an alternative HPV vaccine that provided protection against cervical cancer but not genital warts. The research also showed strong support for the Federal Government's National HPV Vaccination program and a series of other findings of interest.

Outcomes: CSL used the results to illustrate a strong preference for their HPV vaccine (Gardasil ®) to relevant health professionals and government decision makers. As a part of this process the results were presented in poster and oral form at two conferences during 2008.