Commercial Surveys

Commercial Surveys

The Scenario of Iran's Vaccine Market Future in 2035

Document Type : Original Article

Authors
Yousef Diba 1
shahnaz nayebzadeh 2
Seyed Majid Mirhosseini 3
mohammad Reza Maleki 4
1 Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 Assistant Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
4 Professor, Department of Management and Information, Iran University of Medical Sciences and Health Services, Tehran, Iran
10.22034/bs.2024.2037210.3001
Abstract
Incentive marketing is a type of marketing and vaccine is one of the products that especially adults and the elderly need this type of marketing. If the marketing managers of companies have the ability to predict the possible future, they will be stronger in their planning. One of the most useful tools for predicting the future is the scenario. The aim of the current research is to develop suitable scenarios for vaccine marketing considering the aging population of Iran. The research is based on a constructivist paradigm, which was conducted with a practical orientation and in the form of a descriptive research and in a cross-sectional manner based on a survey approach (interview and questionnaire) and using library and field studies in 5 steps. Data analysis was done with the help of SPSS and Scenario Wizard software. Findings, the vaccine portfolio of 1414 considers the current vaccines and 6 other vaccines. Also, 29 variables affecting vaccine marketing were identified in the form of 7 factors affecting vaccine marketing. These 7 factors ultimately created two compatible scenarios. The research, due to its novelty and practicality, has contributed to the development of existing knowledge in the field of the vaccine market and health economics and shows a way to create demand and motivation for vaccine consumption among the elderly and adults, in the further growth and prosperity of this The industry should help and be successful in increasing the quality of life and lower treatment costs for the society and the government.
Keywords
Scenario / Persuasive Marketing / Aging
Vaccine / Vaccination Program of the Country

Subjects

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Commercial Surveys
Volume 22, Issue 129 - Serial Number 129
January and February 2025
Pages 115-132

  • Receive Date 04 August 2024
  • Revise Date 04 November 2024
  • Accept Date 06 November 2024