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The Resurgence of Measles: A Wake-Up Call for Global Public Health and Pharma

By Michael Bronfman, May 26, 2025

Author assisted by AI

Resurgence of Measles

Metis Consulting Services is continuing our series on unmet medical needs. This week we are looking at what happens when progress and even disease eradication is derailed. For example, let’s look at Measles 

 

Once thought to be on the brink of eradication, measles is making an alarming comeback across the globe. A disease that was largely under control thanks to widespread immunization is now resurging—causing renewed strain on healthcare systems, hospitalizations, and deaths. As cases spike in both developing and developed nations, we are facing a crucial moment: how to respond to a preventable crisis amid growing vaccine hesitancy, logistical gaps, and global inequity. 

The Numbers Don’t Lie: Measles on the Rise 

According to the World Health Organization (WHO) and UNICEF, global measles cases increased by over 40% in 2024 compared to the previous year, with over 500,000 confirmed infections and at least 70,000 reported deaths—the highest since 2019. 

 

In Europe and the U.S., localized outbreaks are being fueled by declining vaccine coverage in specific communities. In lower-income countries, fragile health systems and vaccine shortages have contributed to the unchecked spread of the virus. 

 What is Measles? 

Measles is a highly contagious viral disease caused by the measles virus (MeV). It spreads via respiratory droplets and has an R₀ (basic reproduction number) between 12–18, making it one of the most infectious human diseases known. 

 

Symptoms 

  • High fever 

  • Cough and runny nose 

  • Conjunctivitis (red eyes) 

  • Koplik spots (small white lesions inside the mouth) 

  • Widespread red rash 

 

Complications 

  • Pneumonia 

  • Encephalitis 

  • Blindness 

  • Death (particularly in children under 5) 

 

Measles is preventable with two doses of the MMR vaccine (measles, mumps, rubella)—which provides 97% efficacy after full immunization. 

 Vaccine Hesitancy and Misinformation 

A Major Barrier to Elimination 

 

Despite the availability of safe, effective vaccines, public trust in immunization has eroded in many regions. This is due to: 

  • Religious or cultural beliefs 

  • Distrust in pharmaceutical companies or governments 

  • Online misinformation campaigns 

  • Political polarization of health policies 

 

In high-income countries, social media-fueled disinformation has been particularly damaging. A 2024 Pew Research survey found that 23% of U.S. adults believe vaccines “may do more harm than good”—a staggering figure with real-world consequences. 

 

Meanwhile, in low-income countries, vaccine hesitancy is often compounded by lack of access, poor infrastructure, and conflict. 

 Uneven Vaccine Coverage: A Global Equity Issue 

The WHO recommends at least 95% immunization coverage with two doses to achieve herd immunity. However, as of 2024: 

  • Global first-dose coverage: 83% 

  • Global second-dose coverage: 74% 

  • Some African and Southeast Asian countries report rates below 50% 

 

This disparity is not just a logistical issue—it reflects deep-rooted inequalities in funding, infrastructure, and international collaboration. 

 

Key Factors 

  • Pandemic-related disruption to childhood vaccination programs 

  • Health worker shortages 

  • Displacement due to war or climate change 

  • Underinvestment in national immunization programs 

 Pharma’s Role: From Manufacturer to Advocate 

 The pharmaceutical industry is uniquely positioned to help stem the tide of measles, and it must go beyond manufacturing vaccines. It must become a vocal proactive partner in public health. 

 

1.  

Scaling Production 

 

Companies like Merck & Co., a major MMR vaccine manufacturer, have ramped up production in response to global shortages. However, production must be matched with fair distribution and nonprofit pricing models in low-resource settings. 

 

2.  

Innovating Delivery 

 

New technologies are in development, including: 

  • Needle-free vaccine patches (e.g., microarray patches) 

  • Thermostable vaccines that don’t require cold chain 

  • Single-dose formulations to improve compliance 

 

These could prove game-changing in remote or conflict-affected areas. 

 

3.  

Fighting Misinformation 

 

Pharma companies must take an active role in: 

  • Funding public education campaigns 

  • Collaborating with NGOs to train community health workers 

  • Partnering with tech platforms to flag and correct false content 

 

Silence in the face of misinformation is not an option. 

 Public-Private Partnerships: A Model for the Future 

The fight against measles must be a collaborative effort. Initiatives like Gavi, the Vaccine Alliance, and COVAX have shown that public-private cooperation can improve access to vaccines. The pharmaceutical industry should: 

  • Offer tiered pricing for vaccines based on country income levels 

  • Support capacity-building in low-income countries (e.g., local vaccine production) 

  • Commit to transparency in pricing and supply contracts 

 

Only by building trust and long-term investment in health systems can we prevent future resurgences. 

 The Case for R&D: Addressing Future Needs 

While the MMR vaccine is effective, measles eradication may ultimately require: 

  • More heat-stable vaccines 

  • Combination vaccines that reduce the number of injections 

  • Improved serological diagnostics to identify immunity gaps 

  • AI-powered outbreak prediction tools 

 

Pharma R&D should be oriented not just toward profit but toward global resilience. 

 The Cost of Inaction 

Letting measles regain a foothold is more than a medical failure—it’s a policy and systems failure. The economic costs are enormous: 

  • Parents miss work to care for sick children 

  • Outbreak response drains public health budgets 

  • Hospitalizations strain already burdened health systems 

  • Long-term disabilities impact productivity 

 

Measles also weakens the immune system for months, increasing susceptibility to other infections. It’s not just a “childhood illness”—it’s a public health threat multiplier. 

 A Path Forward  

The measles resurgence is a warning sign, and it’s also an opportunity. If we act now, we can reverse the trend and prevent future outbreaks. Here’s what needs to happen: 

 

Governments Must: 

  • Counteract misinformation through trusted messengers 

  • Increase funding for immunization programs 

  • Mandate school-entry vaccination 

 

Pharma Must: 

  • Actively advocate for vaccines as a public good 

  • Support delivery innovation 

  • Scale vaccine production and reduce prices 

 

Communities Must: 

  • Educate each other with empathy, not fear 

  • Support immunization drives 

  • Demand transparency and accountability 

 Conclusion: The Time to Act Is Now 

 

The rise in measles cases should not surprise us—it is the predictable outcome of misinformation, declining vaccination rates, and global inequality. And it doesn’t have to be our future. 

 

As stakeholders in health, the pharmaceutical industry must lead with ethics, innovation, and compassion. The tools exist. The science is sound. What’s needed now is collective will—before another generation faces the consequences of our inaction. 

 

Is your organization prepared to respond to the global measles resurgence? Contact Metis Consulting Services to learn how pharma partners can accelerate access, education, and innovation. 

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