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

1
Milken Institute School of Public Health, The George Washington University, Washington, DC 20052, USA
2
Department, Strategic Social Marketing Ltd., Atabara, Condors, Liphook, Hampshire GU30 7QW, UK
*
Author to whom correspondence should be addressed.
Academic Editor: Ralph J. DiClemente
Vaccines 2021, 9(4), 319; https://doi.org/10.3390/vaccines9040319
Received: 7 March 2021 / Revised: 22 March 2021 / Accepted: 23 March 2021 / Published: 1 April 2021
(This article belongs to the Special Issue Vaccination and Public Health Version II: COVID-19 Vaccination)
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. View Full-Text
Keywords: COVID-19; vaccination; vaccine hesitancy; demand creation; health communication; social marketing; branding; behavioral economics COVID-19; vaccination; vaccine hesitancy; demand creation; health communication; social marketing; branding; behavioral economics
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MDPI and ACS Style

Evans, W.D.; French, J. Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing. Vaccines 2021, 9, 319. https://doi.org/10.3390/vaccines9040319

AMA Style

Evans WD, French J. Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing. Vaccines. 2021; 9(4):319. https://doi.org/10.3390/vaccines9040319

Chicago/Turabian Style

Evans, William D.; French, Jeff. 2021. "Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing" Vaccines 9, no. 4: 319. https://doi.org/10.3390/vaccines9040319

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