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Dynavax
How did Dynavax turn HEPLISAV-B into a market leader?
Dynavax shifted from research-focused biotech to a commercial vaccine leader after the 2022 ACIP adult hepatitis B recommendation expanded its market threefold. The company now pairs a specialized internal sales force with data-driven marketing and its CpG 1018 adjuvant to drive adoption.
Dynavax’s sales and marketing strategy centers on multichannel targeting of providers, real-world evidence demonstrating clinical superiority, and programs to improve patient compliance and payer access.
Read an in-depth competitive analysis here: Dynavax Porter's Five Forces Analysis
How Does Dynavax Reach Its Customers?
Dynavax sales channels combine concentrated wholesale partnerships with targeted direct institutional sales to maximize HEPLISAV-B reach across retail pharmacies, physician offices, and health systems, supported by omnichannel ordering and B2B adjuvant supply agreements.
Wholesale Distribution
Dynavax relies on contracts with McKesson, Cencora, and Cardinal Health to move the bulk of HEPLISAV-B into retail pharmacies, independent practices, and clinics, accounting for the majority of shipments as of 2025.
Retail Pharmacy Channel
Retail pharmacies like CVS and Walgreens represent over 40% of HEPLISAV-B utilization, reflecting growing adult preference for convenient vaccination settings and pharmacy-led adult immunization programs.
Direct Institutional Sales
A direct sales force of about 150 professionals targets Integrated Delivery Networks and large health systems to secure formulary placement and hospital use, a key element of the Dynavax commercialization strategy.
B2B CpG 1018 Supply Agreements
Dynavax monetizes its CpG 1018 adjuvant through supply agreements with global vaccine makers for indications such as shingles and Tdap, diversifying revenue beyond direct HEPLISAV-B sales.
Channel integration emphasizes omnichannel ordering, real-time inventory sync, and provider digital portals to support Dynavax sales strategy and improve provider access and adherence to stocking and ordering practices.
Channel Performance & Priorities
Key performance metrics focus on share of utilization by channel, formulary wins in health systems, and B2B adjuvant contract value to drive the Dynavax go to market plan.
- Wholesale partners (McKesson, Cencora, Cardinal) handle the majority of distribution
- Retail pharmacies account for over 40% of HEPLISAV-B use
- Direct sales team (~150) focuses on IDNs and large systems
- CpG 1018 supply deals expand commercial revenue beyond vaccine vials
See a related market analysis for context in Competitors Landscape of Dynavax
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What Marketing Tactics Does Dynavax Use?
Marketing Tactics combine digital precision and clinical education to drive adoption of the two-dose hepatitis B vaccine among adults, targeting providers with high volumes of at-risk patients and using data-driven segmentation, real-world evidence, and completion-rate messaging to convert prescriptions and improve adherence.
Data-driven targeting
Segmenting providers by diabetic and at-risk patient volume using claims and EHR analytics to prioritize outreach and optimize field resources.
SEO and content
SEO around adult immunization schedules and hepatitis B prevention drives organic traffic; content highlights one-month, two-dose completion benefits.
Targeted paid ads
Paid campaigns on LinkedIn and Doximity aimed at clinicians and clinic decision-makers, using geo- and specialty-based filters.
Prescribing analytics
Real-time analytics track prescribing patterns and ROI, reallocating spend to high-conversion segments to improve cost per prescription.
Medical education
Presence at major conferences and peer-to-peer speaker programs present clinical data and real-world evidence to key opinion leaders.
Compliance-focused messaging
Campaigns emphasize comparative completion: one-month two-dose regimen versus competing six-month three-dose series to drive brand switching.
Integration of tactics includes targeted field deployment and measurable KPIs to maximize uptake and adherence among adults 19–59 in line with CDC recommendations.
Execution and measurable outcomes
Key execution elements combine digital, field, and clinical channels with measurable metrics to assess impact and scale successful programs.
- Use of claims/EHR analytics increased targeted outreach efficiency by over 30% in comparable biotech campaigns (industry benchmark).
- Digital campaigns focus on keywords related to adult immunization and hepatitis B prevention to drive clinician site visits and samples requests.
- Medical education and KOL engagement support formulary positioning and payer conversations for reimbursement strategy.
- Real-world adherence data cited in materials shows higher completion rates for the two-dose regimen, supporting physician outreach and payer discussions.
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How Is Dynavax Positioned in the Market?
Dynavax positions HEPLISAV‑B as the premium, high-efficacy adult hepatitis B vaccine with a core message of 'Two Doses, One Month, Done' that addresses patient non-compliance and emphasizes faster protection and higher seroprotection in hard-to-treat groups.
Premium efficacy
HEPLISAV‑B is framed as a superior alternative to 3-dose vaccines by delivering higher seroprotection rates, particularly among smokers and adults with diabetes, supporting uptake among clinicians focused on outcomes.
Adjuvant innovation
The CpG 1018 adjuvant is highlighted as a differentiator, underlining Dynavax sales strategy and its reputation as an innovator in immune‑boosting technology.
Speed and adherence
'Two Doses, One Month, Done' targets the primary pain point of non‑compliance, enabling a clear Dynavax HEPLISAV B marketing message for busy clinicians and health‑conscious adults.
Visual identity
The brand identity uses clarity, speed and reliability in tone and visuals to resonate across professional and consumer touchpoints and support the Dynavax go to market plan.
Market share
Dynavax cites an estimated 44 percent market share in late 2025, reinforcing competitive positioning in the adult hepatitis B vaccine market.
Consistent messaging
Brand consistency is maintained across journals, pharmacy brochures and digital assets to keep completion-focused value propositions central to the Dynavax marketing plan.
Target audiences
Primary targets include clinicians, health systems and adults at risk; messaging emphasizes faster protection, higher efficacy and improved adherence to drive prescribing decisions.
Scientific positioning
Emphasizing CpG 1018 supports engagement with key opinion leaders, payers and clinicians who prioritize clinical outcomes over lower‑cost legacy options.
Touchpoint strategy
Channels include medical journals, conferences, physician outreach and pharmacy materials, aligned with Dynavax commercialization strategy and sales force activities.
Competitive defense
Dynavax leverages its pure‑play vaccine positioning and cited market share to respond rapidly to shifts in consumer sentiment and competitive threats in immunization.
Commercial levers
Key commercial levers focus on adherence, clinical differentiation and stakeholder engagement to support uptake and reimbursement.
- Two‑dose schedule messaging to reduce drop‑off in series completion
- Evidence highlighting higher seroprotection in challenging subgroups
- KOL and payer engagement to secure formulary placement
- Integrated physician and pharmacy outreach aligned with Dynavax sales force structure for HEPLISAV B
Revenue Streams & Business Model of Dynavax
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What Are Dynavax’s Most Notable Campaigns?
Key Campaigns highlight Dynavax's targeted efforts to drive HEPLISAV‑B uptake through evidence‑based messaging and provider engagement, focusing on simplifying vaccination guidance and promoting a two‑dose regimen.
Power of Two Initiative
The Power of Two campaign launched alongside expanded ACIP recommendations to promote a two‑dose HEPLISAV‑B regimen, using digital display ads, webinars, and direct mail to providers to demonstrate superior seroprotection versus three‑dose series.
Results and Financial Impact
In 2025 HEPLISAV‑B net product revenue exceeded $275,000,000, with measurable lift in new‑to‑brand retail prescriptions and improved prescribing conversion in primary care settings.
Universal Adult Awareness
The Universal Adult campaign simplified guidance to 'Every Adult, 19‑59', removing risk‑based screening friction and partnering with medical associations to increase vaccination eligibility awareness and uptake.
Partnership and Advocacy
Collaborations with professional societies and advocacy groups reinforced credibility, aided clinician acceptance, and supported reimbursement conversations across payers and retail pharmacy channels.
Additional campaign elements combined digital, field and payer tactics to accelerate adoption within Dynavax's commercial framework.
Multichannel Outreach
Integrated high‑impact digital ads, live and on‑demand educational webinars, and targeted direct mail to primary care physicians increased awareness and prescription intent.
Provider Education
Physician outreach emphasized comparative efficacy data and streamlined dosing schedules, supported by KOL engagements and sales training programs aligned with the Dynavax go to market plan.
Retail Pharmacy Focus
Pharmacy channel initiatives targeted new‑to‑brand prescriptions through point‑of‑care materials and pharmacy staff education to reduce barriers at dispensing.
Payer and Reimbursement Strategy
Reimbursement support and evidence dossiers were shared with payers to secure formulary placement and reduce out‑of‑pocket hurdles for patients.
Measurement and Outcomes
Campaign metrics tracked include prescription lift, new‑to‑brand share, and incremental revenue; 2025 results show HEPLISAV‑B net product revenue above $275,000,000 and notable gains in retail market share.
Strategic Positioning
Clear, evidence‑based messaging established Dynavax competitive positioning in the adult hepatitis B vaccine market and supported broader patient access programs strategy.
Key Tactical Bullets
Operational elements that drove campaign success and align with the Dynavax marketing plan and commercialization strategy.
- Provider webinars and KOL endorsements to drive clinical adoption
- Digital display and targeted DTC messaging to raise public awareness
- Direct mail and sales rep detailing to primary care and internal medicine
- Payer engagement and reimbursement support to secure coverage
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