Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing

被引:49
作者
Evans, William Douglas [1 ]
French, Jeff [2 ]
机构
[1] George Washington Univ, Sch Publ Hlth, Milken Inst, Washington, DC 20052 USA
[2] Strateg Social Mkt Ltd, Liphook GU30 7QW, Hants, England
关键词
COVID-19; vaccination; vaccine hesitancy; demand creation; health communication; social marketing; branding; behavioral economics; PERSPECTIVE; DEFAULTS; CHOICE;
D O I
10.3390/vaccines9040319
中图分类号
R392 [医学免疫学]; Q939.91 [免疫学];
学科分类号
100102 ;
摘要
The COVID-19 pandemic has led to millions of deaths and tested the capabilities of the medical and public health systems worldwide. Over the next two years as more approved vaccines are made available and supply meets or exceeds demand, medical and public health professionals will increasingly be faced with the challenge of vaccine hesitancy. There is an urgent need to create demand in groups that are either uninformed, vaccine hesitant, or actively resistant to COVID-19 vaccination. This study reviews theory, evidence, and practice recommendations to develop a vaccine demand creation strategy that has wide applicability. Specifically, we focus on key elements including supply side confidence, vaccine brand promotion strategy, service marketing as it relates to vaccine distribution, and competition strategy. We present evidence that these strategies can make a significant contribution to overcoming COVID-19 hesitancy in a high supply scenario. The paper also makes recommendations about factors that need to be considered in relation to vaccine delivery services and systems that, if done badly, may reduce uptake or result in the creation of more vaccine hesitancy. In summary, there is a need for well researched and tested demand creation strategies that integrate with brand strategy, supply side, and service delivery.
引用
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页数:14
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