How AI Can Boost COVID-19 Vaccine Adoption

// By Betsy Keller //

As COVID-19 vaccine rollouts continue, it is clear that hope is on the horizon. But healthcare marketers know there are still challenges ahead in overcoming vaccine hesitancy before we inoculate enough people to achieve herd immunity and return to a more normal way of life.

Fortunately, new tools are available to help understand and address people’s concerns around the COVID-19 vaccines. Machine learning, enriched data, and advanced analytics can help predict who is likely to be vaccine hesitant and why, as well as what cultural, clinical, and environmental factors may influence their behaviors. Those insights can inform tailored communications to educate people about the vaccines and motivate them to get their shots.

Words Have Power

It is not enough to raise awareness about the availability of COVID-19 vaccines. It is equally important to use the right messages with the right people to drive action.

Our recent survey of 1,000 people across the U.S. found that nearly 7 in 10 adults say they plan to get the vaccine. On the surface, that is great news. But when you start to dig deeper into the data, you get a more complete picture of people’s intents and likely behaviors based on their backgrounds, ages, and other factors. For example, people who are younger, have limited income, and/or don’t have a college degree are less likely to get vaccinated. Gaps in intent could lead to future risk of COVID-19 infection.

Understanding people at a deeper level and leveraging insights from factors such as age, ethnicity, race, income level, transportation needs, and education can help healthcare marketers prioritize who needs to be reached out to, what is holding them back from getting vaccinated, which messages will resonate with them, who is likely to engage in outreach, and who will take action from it.

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