The Evolution of the Patient Journey — Overcoming Vaccine Hesitancy (Event Summary)

The Evolution of the Patient Journey — Overcoming Vaccine Hesitancy (Event Summary)

  • Pharma Council
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Summary

The newly-launched Pharma Council’s first event focused on COVID vaccination. It explored COVID vaccination acceptance and hesitancy from several angles:
  • A public health perspective on prior and current experiences with the health care system from the Director of GME Wellness Initiatives at the University of New Mexico, Dr. Eileen Barrett;
  • Social media conversation on vaccines, presented by Pharma Council member Kelly Lundquist of Havas;
  • Quantitative and qualitative research used by the Ad Council to develop its “It’s Up to Us” campaign to encourage vaccinations, presented by Ad Council Strategy Consultant Charysse Nunez;
  • A behavioral science approach to communicating about vaccines from the Director of the Penn Medicine Nudge Unit, Dr. Mitesh Patel.
Rob Duboff, Partner at HawkPartners, moderated a subsequent discussion among the four speakers. While the speakers indicated that there is little likelihood that everyone will get a vaccine, they also suggested approaches to getting closer to that goal, including acknowledging concerns, leading with empathy, generating excitement about future human connections and travel, and even some fairly simple tweaks to messaging about the vaccines.