Faced with challenges ranging from disinformation campaigns to public reluctance, health officials are sharing the messages they want to spread to encourage vaccination against COVID-19 and some of the strategies their organizations are adopting for health campaigns. marketing.
Here are seven marketing campaign messages and strategies that physicians and healthcare organizations want to promote for immunization education:
1. Austin Chiang, MD, Chief Medical Officer of Social Media at Jefferson Health, shared with The New York Times her tips for communicating with the public about vaccine education on social media platforms, including TikTok:
“It’s tricky. When we talk about vaccines as health professionals, people who are fiercely anti-vaccine can take it out of the context of their agenda. It sometimes makes me back down,” he said. “The approach I’m trying to take is to leave room for gray. If you say vaccines do no harm and are the best things in the world, it can alienate people who are hesitant to vaccinate. rather, let’s recognize that there are risks like anything else in medicine and in life, that’s a more effective message. “
2. William Schaffner, MD, professor of preventive medicine and infectious disease at Vanderbilt University Medical Center, based in Nashville, Tennessee, said ABC News that the first message officials need to get across to the general population is that it’s normal to experience COVID-19-like symptoms after inoculation.
“I think the first thing we need to tell people is that it’s not about COVID. Don’t worry about it. You can’t get COVID from the vaccine,” a- he declared. “These side effects are really a manifestation of your immune system starting to take over. It shows – ‘Whoa, my system is working – not bad.'”
3. There must be open discussions between healthcare professionals and the public about the potentially unpleasant side effects that can occur from getting the vaccine, which might deter people from coming back for their second dose or from having it. take it completely, said Paul Offit, MD, director of the Immunization Education Center at Children’s Hospital of Philadelphia, according to ABC News.
“I wish the immune system had a better PR team because, I mean, it’s just a natural consequence of having an activated immune system,” said Dr Offit. “But I think it matters because you’re not going to vaccinate your entire emergency department and potentially get them out the next day.”
4. Cory Shield, DO, an internal medicine doctor at CHI Health St. Elizabeth in Lincoln, Neb., Told the local news network COLON that the message he and his healthcare colleagues want to get across is that the vaccine is safe.
“We are all also part of humanity. We understand the risk,” he said. “It’s not easy, but we hope the message shows that we trust the system and that’s a very important thing. Really, we have to get back to normal.”
5. Yale New Haven (Conn.) Health has launched a campaign titled “Crush COVID-19” to disseminate information and build public confidence in the vaccine, according to Greenwich Sentry.
“We’re going to be working with community organizations across the state of Connecticut to get this word out as well, and we’re going to be working with our medical staff,” Vin Petri, senior vice president and chief public officer at Yale New Haven Health, told the publication.
6. Stickers that individuals can wear to show that they have been vaccinated can be another effective way to communicate with the public and encourage vaccination, said the chief science officer of the Covid Tracking Project and the epidemiologist Jessica Malaty Rivera. CNN.
“I really think the public health booty carries some weight,” she said. “The bandage for the flu shot became iconic. Something similar to the one for Covid-19, like a button or sticker, would be something that I would personally wear proudly and encourage others to do as well.… It There is definitely some psychology in it. The “I Got the Flu Shot” sticker for healthcare providers definitely gives patients and people who come to hospitals some reassurance that they are going into situations. safe and protected places. “
7. In October, the Colorado Department of Health held focus groups with people from Black, Polynesian, Hispanic, Latin American, and Native American communities to identify reasons for the vaccine hesitancy. He found that there is “a historic lack of trust between these communities and the government,” so the department plans to launch a mass media campaign highlighting its work with trusted people in each community, including community centers and churches as places where people would be more likely to get vaccinated.
“It really opened our eyes, and it really made us think twice about how we communicate and get our message out,” said department spokesman Tom Hudachko. SCS affiliate KUTV.