Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices

Abstract Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a need for immunization programs to find approaches and strategies to address vaccine hesitancy....

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Bibliographic Details
Published in:Vaccine 2015-08, Vol.33 (34), p.4204-4211
Main Authors: Nowak, Glen J, Gellin, Bruce G, MacDonald, Noni E, Butler, Robb
Format: Article
Language:English
Subjects:
Allergy and Immunology
Behavior
Behavior change
Child
Conflicts of interest
Funding
Health Communication
Health communications
Health Knowledge, Attitudes, Practice
Humans
Immunization
Influenza Vaccines
Patient Acceptance of Health Care
Patient Compliance
Principles
Public health
Social Marketing
Society
Treatment Refusal
Vaccination
Vaccine acceptance
Vaccine confidence
Vaccine hesitancy
Vaccines
Working groups
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Summary:Abstract Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a need for immunization programs to find approaches and strategies to address vaccine hesitancy. An important source of useful approaches and strategies is found in the frameworks, practices, and principles used by commercial and social marketers, many of which have been used by immunization programs. This review examines how social and commercial marketing principles and practices can be used to help address vaccine hesitancy. It provides an introduction to key marketing and social marketing concepts, identifies some of the major challenges to applying commercial and social marketing approaches to immunization programs, illustrates how immunization advocates and programs can use marketing and social marketing approaches to address vaccine hesitancy, and identifies some of the lessons that commercial and non-immunization sectors have learned that may have relevance for immunization. While the use of commercial and social marketing practices and principles does not guarantee success, the evidence, lessons learned, and applications to date indicate that they have considerable value in fostering vaccine acceptance.
ISSN:0264-410X
1873-2518
DOI:10.1016/j.vaccine.2015.04.039