Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy
1.1. The Rationale for This Paper
1.2. What This Paper Does
1.3. What This paper Does not Do
1.4. Key Guidelines to Develop a Pre-Emptive COVID-19 Vaccination Strategy
2. Behavior Change Planning
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- European Centre for Disease Control (ECDC). Technical Guide to Social Marketing https://www.ecdc.europa.eu/en/publications-data/social-marketing-guide-public-health-programme-managers-and-practitioners
- WHO. Improving vaccination demand and addressing hesitancy. https://www.who.int/immunization/programmes_systems/vaccine_hesitancy/en/
- ECOM: Effective Communication in Outbreak Management (ECOM) . The E.U. funded ECOM project brings together multiple disciplines to develop an evidence-based behavioral and communication package for health professionals and agencies throughout Europe in case of significant outbreaks of infectious diseases. http://ecomeu.info/
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3. Audience Targeting and Segmentation Strategy
- ‘The hesitant’–Those who have concerns about perceived safety issues and are unsure about needs, procedures and timings for immunizing.
- ‘The unconcerned’–Those who consider immunization a low priority and see no real perceived risk of vaccine-preventable diseases.
- ‘The poorly reached’–Those who have limited or difficult access to services, related to social exclusion, poverty and, in the case of more integrated and affluent populations, factors related to convenience.
- ‘The active resisters’–Those for whom personal, cultural, or religious beliefs discourage them from vaccinating.
4. Competition Strategy
- Active competition from the ani-vaccination movement
- Passive competition in the form of inaccurate media coverage
- Competition from negative social norms
- Competition in the form of structural and economic factors
4.1. Active Competition from the Anti-Vaccination Movement
4.2. Passive Competition in the Form of Inaccurate Media Coverage
4.3. Competition from Negative Social Norms
- Increasing knowledge about the risks prevented by the vaccine.
- Promoting understanding that the community of interest is at risk; improving beliefs in vaccine safety, effectiveness, and community benefit.
- Dispelling unfounded myths.
- Building a social norm that vaccination uptake is widespread and accepted in society (descriptive and injunctive normative beliefs).
4.4. Competition in the Form of Structural and Economic Factors
6. Vaccine Demand Strategy
7. Community Engagement Strategy
8. Vaccine Access Strategy
9. Marketing Promotions Strategy
10. News Media Relations and Outreach
11. Digital Media
Conflicts of Interest
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|Key Guidelines||Guideline Completed||Guideline Underway||Guideline|
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French, J.; Deshpande, S.; Evans, W.; Obregon, R. Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy. Int. J. Environ. Res. Public Health 2020, 17, 5893. https://doi.org/10.3390/ijerph17165893
French J, Deshpande S, Evans W, Obregon R. Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy. International Journal of Environmental Research and Public Health. 2020; 17(16):5893. https://doi.org/10.3390/ijerph17165893Chicago/Turabian Style
French, Jeff, Sameer Deshpande, William Evans, and Rafael Obregon. 2020. "Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy" International Journal of Environmental Research and Public Health 17, no. 16: 5893. https://doi.org/10.3390/ijerph17165893