ELITE 2020 Launch Expert Peter Zenobi of Sanofi Pasteur

Peter Zenobi

Deputy Director, Consumer Marketing

Sanofi Pasteur

Leading Launches in Every Sector

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-DoseThe 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).


You May Also Like

PM360 2018 Trailblazer Awards Vanguard Award Winner Joshua Lapsker

Joshua Lapsker, Chairman, MediSolutions The newest addition to the PM360 Trailblazer Awards is the ...

ELITE 2018 Data Miner Kevin Johnson of W2O marketeching

Kevin Johnson President W2O marketeching Tapping Deeper into Social Listening When Kevin Johnson initially ...