Case study: Break the flu cycle

In July 2017 a new adjuvanted trivalent inactivated influenza vaccine (aTIV) with an improved immune response in people aged 65 and over, gained UK marketing authorisation.

The challenge was to ‘break the influenza vaccination cycle and, ultimately, the flu-cycle itself’, shifting beliefs from a ‘one-size-fits-all’ approach to adult vaccination practices in order to change behaviours and improve outcomes. The aim was to address the unmet influenza immunisation needs in people aged 65 and over and reduce the risk of influenza, subsequently mitigating influenza complications.

The following additional challenges were considered in reviewing the influenza vaccination landscape:

• Awareness of immunosenescence, the age-related decline of the immune system, was low
• There was no established need for a specific and personalised influenza vaccine approach for people
  aged 65 and over, given currently available non-adjuvanted vaccines showed limited effectiveness
• Seqirus, the manufacturer of aTIV, was new to the UK market, which had previously been dominated by several established companies.

To challenge the current cycle and clinical opinion of the ‘one-size-fits-all approach for adults’ (over 65 years) influenza vaccination, and highlighting the use and limited effectiveness of currently available vaccines options:

• Over 1,666 HCPs were educated on current vaccination choices for specific populations through an extensive medical education initiative
• 70% of nurses and 83% of GPs agreed this would result in changes to their clinical practice
• 76% of delegates felt more confident in their ability to manage the influenza vaccination
• Coverage of the reduction in NHS burden appeared in 19 target media.

Dr Jonathan KH Liu, Head of Medical Affairs UK, Seqirus, said:
“The agency teams did what I thought was impossible. They truly did ‘Break the Flu Cycle’ and help change influenza vaccination practices in a really positive way. In doing so, this meticulous and well-executed programme has contributed to improving awareness and engagement, encouraging the use of more appropriate vaccines with the ultimate goal of helping to prevent influenza infection, particularly among the more at-risk group of 65 years and over. Most importantly, the new vaccine could have a significant impact on public health, potentially leading to a saving through reduced GP consultations, hospital admissions and ultimately deaths.”