Summary
Diseases we’ve already eradicated may once again become our greatest threats.
The World Health Organization listed vaccine hesitancy — “the reluctance or refusal to vaccinate despite the availability of vaccines” — as one of the top threats to global health. And that was in 2019.
A lot has changed since then. Today, more people work from home, mask up in crowded places, and cover their coughs. (Thank goodness.) But COVID-19 also caused a dangerous ripple effect: a shift in public perception about vaccines.
Vaccine hesitancy has become its own epidemic. The best tool to address it? Education … in the form of vaccination campaigns.
Vaccination is a polarizing topic. Can a Facebook ad really cut through the discourse and persuade someone to register themselves (or their children) for a shot?
Ask the U.S. Department of Health and Human Services (HHS). According to a benefit-cost study of its COVID-19 vaccination campaign, We Can Do This, the public health campaign:
To reach your audience, you need to understand their perspective. Especially when you don’t share that point of view.
With the heated debate around vaccination, it’s easy to see people who oppose vaccines as “the enemy.” You might wonder:
Often, the answer is “yes” — they do care about these things. People who choose not to vaccinate are not malicious. Their decision likely stems from misinformation and concern.
Internalize this framework, and communication with this audience becomes easier.
Fear is rooted in uncertainty. Combat fear of the unknown by answering common questions about immunization in your vaccine ad campaign.
Create content that answers questions like:
Another effective vaccination marketing strategy is addressing common myths that stem from misinformation.
See how The Public Good Projects and Hispanic Communications Network applied this flu vaccine campaign idea in engaging social graphics.
Statistics without context are just numbers. Stories without emotional appeal are just events.
People only care about statistics and stories showing the efficacy of vaccines if they’re delivered the right way: in plain language. That means:
Healthcare marketing requires you to deliver the right message. Know what your audience wants:
Focus your vaccine ad campaigns on the benefits that matter to your audience. For example, The City College of New York (CUNY) targeted college students with a benefits-focused COVID-19 vaccine ad on social media.
People listen to other people, not brands. Pull real people into your vaccination campaign — especially ones who carry influence.
In 1956, health officials faced the challenge of encouraging teens and young adults to get the polio vaccine. They recruited the biggest star in the country for the job: Elvis Presley.
Elvis received the vaccine on camera during The Ed Sullivan Show. After this viral (or should we say, anti-viral?) moment, vaccination rates among young Americans “shot up” from 0.6% to 80% in just 6 months.
Note: Your pro-vaccination spokespeople don’t have to be famous. Sometimes, people prefer to listen to someone they can identify with. This was the premise behind New York’s “Roll Up Your Sleeves” COVID-19 vaccination campaign.
Certain demographics are at a greater risk of contracting preventable illnesses or experiencing more severe symptoms or complications:
Target these specific populations in your vaccine marketing. The Risk Less. Do More. vaccine campaign from HHS focuses on people at highest risk for serious illness from the flu, COVID-19, and respiratory syncytial virus (RSV). This includes seniors.
Vaccine ad caption: “75+? Or 60+ with health conditions like heart disease or diabetes? An RSV vaccine can protect you from serious illness so you can keep stirring things up.”
Do you need help communicating about the importance of vaccines to your audience? We can help you build a vaccine marketing strategy that makes a difference.
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AUTHOR
Ahava is a leading expert in healthcare content strategy and is recognized for her ability to make complex medical information accessible. She has spent nearly two decades transforming how healthcare organizations communicate with their audiences. Ahava is trusted across the industry for her clarity, evidence-based approach, and thought leadership.