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

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 fa...

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Detalles Bibliográficos
Autores principales: Evans, William Douglas, French, Jeff
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8065583/
https://www.ncbi.nlm.nih.gov/pubmed/33915695
http://dx.doi.org/10.3390/vaccines9040319
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author Evans, William Douglas
French, Jeff
author_facet Evans, William Douglas
French, Jeff
author_sort Evans, William Douglas
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description 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.
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spelling pubmed-80655832021-04-25 Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing Evans, William Douglas French, Jeff Vaccines (Basel) Review 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. MDPI 2021-04-01 /pmc/articles/PMC8065583/ /pubmed/33915695 http://dx.doi.org/10.3390/vaccines9040319 Text en © 2021 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) ).
spellingShingle Review
Evans, William Douglas
French, Jeff
Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing
title Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing
title_full Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing
title_fullStr Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing
title_full_unstemmed Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing
title_short Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing
title_sort demand creation for covid-19 vaccination: overcoming vaccine hesitancy through social marketing
topic Review
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8065583/
https://www.ncbi.nlm.nih.gov/pubmed/33915695
http://dx.doi.org/10.3390/vaccines9040319
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