The Covid-19 pandemic has split the world into pro and anti-vaccine believers . This rift has created a new cohort – ‘The Vaccine Hesitant’, a group of individuals undecided on the vaccine(s). They may have undergone routine immunization in the past but are now hesitant to take the COVID-19 vaccine.
Rampant misinformation across multiple digital channels esp. social media is the key factor driving vaccine hesitancy. This results in continued fear of the pandemic and low immunization.
The life sciences industry is impacted in multiple ways by vaccine hesitancy:
Social listening adds real value! It helps brands to
Real people talk about products, brands and industry trends. Social listening ensures that you don’t miss out!
Helps spot changes in conversations and understand the triggers in real time
Helps brands determine topics that are of interest to the audience and identify engagement opportunities.
Gaps in consumer journeys are inevitable. Social insights uncover real conversations about gaps in product, services & features.
Helps track competitors – products, campaigns, reputation et al.
The search and social insights help brands connect with these key people to drive positive brand image
Our core focus area was vaccine hesitancy specific to Covid19. The social insights solution started with the broad focus area of overall vaccine hesitancy narrowing it down to vaccine types and finally zeroing in on Covid19 vaccine hesitancy
We deployed a 3 step approach comprising Briefing, Framework & Planning. The study elements included set of keyword groups, bench mark analysis across markets, target audience namely patients, caregivers and Health Care Providers (HCPs) and adjacent areas of interest
Our best in class methodology leverages multiple tools that collate, filter and synthesize inputs from a host of digital platforms. Add to this the ATCS x factor of Design Thinking applied to the solution - and we have a really potent vaccine for vaccine hesitancy!
Pro-vaccine & anti-vaccine individuals and groups use different tactics and topics to spread vaccine information.
Anti-vaccine groups are quite good with observing and adapting to platform policies. They target the uncertain people with engaging and emotional contents.
Posting outdated and debunked research papers and articles is yet another norm for these groups and individuals. Targeting HCPs & Government policies.
When it comes to pro-vaccine groups and individuals they work on a facts based approach. Where they share actual factual evidences from credible, authoritative sources, such as the CDC and HCPs to support vaccine claims.
Both these groups use various graphics and stock photographs to convey their message. They use real-time events to prove & encourage/discourage vaccination drives focusing on global issues and events.
Both pro-vaccine & anti-vaccine individuals and groups have negative attitudes toward the pharmaceutical industry. While vaccine advocates promote vaccination, they do criticize pharmaceutical companies for using taxpayer money to fund treatments and vaccines. They also accuse them of establishing monopolies and profiting off health care.
Those opposed to vaccination focus on expense of treatments made available by pharmaceutical companies. Also, they attack government regulations, which they argue do not adequately ensure drug safety.
Each audience segment behaves different online.
Become more vocal given disruptions to routine immunization triggered by Covid-19. Engage directly with anti-vaccine groups and individuals on false claims
Shift focus to politics in attempt to prevent mandatory Covid-19 vaccinations. Including select non medical professionals with varying credibility, politicians and celebrities to build strong rapport with vaccine hesitant individuals. They even use live streaming & vlogs to spread emotional stories, which perform very well.
These folks are relatively quite on social media. Since they are uncertain they are actively searching on the internet about vaccines.
Both pro-vaccine & anti-vaccine individuals and groups use many of the same hashtags on social media. Here are some vaccine opposed hashtag some vaccine advocate hashtags and some that are used by both
Across the globe, organizations and governments are working to improve vaccine confidence
The battle of vaccine hesitancy can be won with search and social insights. Just like this global pharma major did with ATCS search & social insights solution! But to win the war of vaccine hesitancy, we have to move to action from insights! Focusing on the right topics leading to thought leadership that in turn leads to strategic action.
The battle of vaccine hesitancy can be won with search and social insights. Just like this global pharma major did with ATCS search & social insights solution! But to win the war of vaccine hesitancy, we have to move to action from insights! Focusing on the right topics leading to thought leadership that in turn leads to strategic action.
ATCS is proud to associate with life sciences/pharma companies in their fight to overcome vaccine hesitancy. This fight is arguably the most important one in the world right now, given the Covid 19 pandemic.
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