Health equity nonprofit Surgo Ventures Surgo Ventures surveyed 1,670 Americans ages 18 and older about their hesitancy to get vaccinated against COVID-19 from March 18-25. Based on the respondents’ reported worries and beliefs, below are three tips for communicating to four different vaccine-hesitant audiences:
- For Americans who are apprehensive about getting a COVID-19 vaccine because they are concerned about cost and time barriers, healthcare marketers should emphasize that the vaccine scheduling and administration process is simple and free.
- For people who distrust American government and healthcare systems, and are unsure about getting vaccinated against COVID-19, communications should feature community messengers and accessible locations, as well as emphasize the importance of greater health equity.
- For Americans who believe conspiracy theories about COVID-19 vaccines, healthcare marketing campaigns should show trusted figures communicating COVID-19 benefits compared to its risks.
- For people who are waiting to see how inoculation plays out for others before they receive a COVID-19 vaccine, communications should emphasize the clinical data behind COVID-19 vaccines’ safety and efficacy.
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