A leading vaccine manufacturer recognized the need for tailored messaging strategies to most effectively market their flu shot to consumers and physicians. However, appealing to these distinct audiences required an in-depth understanding of how each group discussed and thought about flu vaccines and the flu shot experience.

To tackle this challenge, a data-driven discovery process was conducted to understand the lexicon, priorities, and pain points of consumers and physicians relative to the annual flu vaccine. This included analyzing sources such as social media discussions, media coverage, academic research, and the client's own data to discern the language and themes most relevant to each audience.

These insights shaped recommendations for distinct lexicons and communication strategies for the consumer and physician campaigns. For example, proposing the utilization of technical terminology such as 'immunosenescence' with physicians and more relatable phrasing such as 'aging immune system' with consumers would lead to reducing communication pain points in targeted messaging.