Deputy Director, Consumer Marketing
Spanning 20+ years, Peter Zenobi’s passion for healthcare marketing and brand building spans CPG, OTC, DTC, and HCP and includes multiple new product launches and brand revitalizations that helped products achieve their full sales potential.
In his current role at Sanofi Pasteur, Peter leads consumer creative and media campaigns across Sanofi Pasteur US’ vaccine portfolio and was responsible for the development of a new multichannel marketing campaign for Fluzone High-Dose. The campaign created consumer demand in a category widely considered to be a commodity by asking the question: “Are you getting the right flu shot?” The campaign employed a disease awareness effort establishing the medical need to vaccinate along with a branded effort to motivate consumers to not settle for a standard dose vaccine, but to ask for Fluzone High-Dose by name.
Quantitatively, immunization claims and marketing mix analysis showed that both unbranded and branded efforts had a positive return on investment. Qualitatively, medical and retail customers reported patients coming in and asking for Fluzone High-Dose by name after seeing the commercial.
Previously, Peter’s work launching Allergan’s Juvederm Voluma DTC campaign while at NYC ad agency Grey earned Effie recognition for marketing effectiveness—becoming the largest product launch in aesthetics division history. He also helped evolve Lilly’s Cymbalta brand equity from depression into pain relief, contributing to the brand breaking the record for highest ever Lilly USA product sales.
Beyond healthcare, Peter’s launch experience over the years has included Ad Council’s low-income college readiness marketing campaign (at the time ranking third among Ad Council’s current 50 campaigns for donated media), the re-opening of 1 World Trade Center observatory, and the campaign introducing Major League Soccer (now celebrating its 25th anniversary).