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Marketing strategies can help overcome COVID-19 vaccine hesitancy, study shows

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“We are all together” was a cry gathered during the COVID-19 pandemic in the United States, but when it comes to vaccination, a significant portion of the population is not “all-in.”

Although the phrase focuses on the private sector, a new study at the University of Notre Dame has brought together experts from various disciplines. Public health crisis And that science can benefit from its use Marketing strategy When vaccination Hold out, just as a brand does to its customers.

“Market segmentation strategies can be used to overcome hesitation and other health crises of the COVID-19 vaccine.” Journal of Consumer Affairs From Mitchell Olsen, Associate Professor of Marketing at the University of Notre Dame Mendoza Business College, and Matthew Men at Utah State University.

After the first introduction of the COVID-19 vaccine in early 2021, some vaccines Public health authorities Politicians believed that herd immunity could be achieved across the US population by July 4. Early immunization rates seemed to indicate that this was an achievable goal, but vaccination rates began to plummet in the summer as those eager for vaccination had already done so. .. Over 30% of adults in the United States have not yet been fully vaccinated.

team is National survey An example of a vaccine holdout to show how beneficial the market segmentation process is.

“Our study reveals important differences between the four groups of COVID-19 vaccine holdouts in terms of the nature and strength of the reasons behind their aversion to vaccines, and their most open solutions. I did, “Olsen said. “Next, we discussed how organizations such as the CDC could enroll marketing strategists and consumer psychologists in the future health crisis.”

In May, the team conducted a nationally representative survey of 1,068 U.S. adults who were considered unvaccinated or partially vaccinated and unlikely to be fully vaccinated. Was carried out. All participants showed how important 16 different reasons are in their decision not to receive full vaccination. They also showed how 18 possible solutions can help encourage full vaccination.

Results, including demographic profiles, are compared after respondents have been categorized into one of four segments: unvaccinated rejected, unvaccinated hesitant, partially rejected, or partially hesitant. it was done. Segmentation indicates that respondents are not fully vaccinated, partially vaccinated, and, if applicable, will never or will probably not receive the COVID-19 vaccine or a second dose. It was based on whether or not it was.

“Many of the public stories seem to have treated people who were not fully vaccinated as a homogeneous group to be approached with a universal solution,” Olsen said. “Obviously, that approach doesn’t seem to work.”

Marketers have long recognized that consumers value the same product differently. They recognize these differences and increase product acceptance by adjusting their marketing mix to better resonate with specific segments of the population.

Market segmentation approaches can make vaccination campaigns more effective by improving the source, content, and / or placement of messages. For example, the approaches used today are often Government officials Plead unvaccinated individuals to be vaccinated through traditional media channels.

“According to our national survey, this approach can actually be counterproductive, as the main reason for not being vaccinated is lack of trust in the government,” Olsen said. “The more we hear certain groups begging government officials to vaccinate, the less likely they are to do so.”

According to Olsen, market fragmentation ultimately concerns empathy. Researchers need to truly listen to people, understand their underlying concerns and motivations, and enable them to respond in an appropriate and influential way. In vaccine holdouts, this involves knowing their concerns, recognizing and validating those concerns, and communicating in a way that addresses them without patronage.

“For those who don’t trust the government and avoid vaccines because they feel that vaccines are being developed too early, an effective message strategy is probably that the message comes from doctors and celebrities rather than from government officials. May be guaranteed to be segment-specific. ” “The message can explain how safeguards were used in the development process to ensure that the vaccine was developed safely despite its speed, and the message could be in the clinic or on related pages. May appear in places where vaccine holdouts are most likely to be involved, such as digital postings to COVID-19. ”

According to Olsen, the market segmentation approach improves product acceptance, whether it’s an oven toaster, a laundry detergent or a vaccine. Similarly, the use of marketing strategists and consumer psychologists in the face of a public health crisis can improve the outcomes of public policy makers and health agencies.


Two-thirds of parents of children aged 5 to 11 plan to be vaccinated against COVID: polls


For more information:
This survey is available in PDF format. mendoza.nd.edu/wp-content/uplo… ation-10-13-2021.pdf

Quote: Marketing strategies will help you overcome the hesitation of the COVID-19 vaccine. According to the survey, we obtained October 19, 2021 from https://medicalxpress.com/news/2021-10-strategies-covid-vaccine-hesitancy.html.

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Marketing strategies can help overcome COVID-19 vaccine hesitancy, study shows Source link Marketing strategies can help overcome COVID-19 vaccine hesitancy, study shows

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