Written by Nancy Lee, as part of her Social Marketing Sightings theme.
An article addressing vaccine hesitancy by well-known authors Doug Evans and Jeff French was just published:
“Demand Creation for COVID-19 Vaccination: Overcoming Vaccine Hesitancy through Social Marketing” https://doi.org/10.3390/vaccines9040319
“Vaccine hesitancy is on a continuum, ranging from cautious to actively resistant. Audiences must be addressed based on where they stand on that continuum, and understanding complex segmentation factors including demographics, social norms, and market factors promoting and serving as barriers to vaccination must be well understood. Audience research and insight is a crucial factor in designing interventions to overcome hesitancy to vaccine acceptance, COVID-19 vaccination in particular given the attention paid to it since 2020 and the large amounts of conflicting and often mis- and dis-information that has been disseminated about the disease and its prevention and treatment.”