Understanding health care consumer preferences is key to effective Covid-19 vaccination messaging


Health care, like politics, is local. The performance of certain procedures or the prevalence of particular conditions vary from community to community. So do individuals’ preferences on how they choose to obtain care. One thing that doesn’t vary as much is the trust people have in their providers.

That’s why throughout the Covid-19 pandemic, apart from mandates, frontline clinicians broadly have had the greatest impact on influencing the adoption of Covid-19 vaccines. Understanding the impact physicians have is particularly important as the country continues to drive vaccine uptake among adults, approach expanding eligibility to those under age 12, and begin the booster phase of Covid-19 vaccines.

Yet the sway clinicians have with their patients is not enough on its own to convince potentially “movable” vaccine-hesitant individuals to migrate to the vaccinated column. The message is just as important as the messenger. While visibility into the reasons for delaying or avoiding Covid-19 vaccination — fear of side effects, not enough evidence, and the like — is important, insight into the psychographic profile, which represents the motivations and values that underlie the behavior of consumers of everything from entertainment and groceries to health care, is key to effectively influencing vaccination decisions.



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