This year’s World Vaccine Congress in Washington was marked by several discussions that boiled down to one existential question: How can industry and public health communicate about the benefits of vaccination in ways that translate into uptake?
The target audience: Public health authorities typically don’t adequately focus their messaging on the populations they’re targeting, said Alison Buttenheim, scientific director of the University of Pennsylvania’s Center for Health Incentives and Behavioral Economics — like using Facebook to reach teens who tend to prefer TikTok.
“We continue to churn out a lot of vaccine confidence and vaccine promotion messaging that doesn’t take into account the user, their needs and preferences,” she said.