COVID Special Report: 03.05.21
Brandon Edwards
Seasoned healthcare executive in marketing and managed care services
What do consumers think about your health system's vaccine communications? Is there a way to reach consumers more effectively? How exactly will Johnson & Johnson's vaccine affect the vaccine marketplace?
Get these questions answered with original consumer research in this week's COVID-19 Special Report.
Consumer insights & communication suggestions
1. Survey reveals a new angle on pandemic fatigue
We asked: How satisfied are you with your local hospital’s communication about the COVID-19 vaccine?
Consumers answered: 38.8% of consumers expressed indifference to hospital COVID-19 vaccine communications with no real data to suggest age impacts satisfaction levels.
Our thoughts: This indifference to vaccine communications complements existing pandemic fatigue research – that people have moved on, but the virus may be here for the long haul. As vaccine eligibility increases, hospitals must develop proactive communication strategies to effectively counter pandemic fatigue and lessening public cautiousness. How? That leads us to our next survey question ...
2. What's going well, what can we improve?
We asked: If your hospital could change one way they communicate with you about the COVID-19 vaccine, what should they start with?
Consumers answered: Of the respondents 32%, said they “want updates to be easier to find,” while 24.6% wanted more honest communications and 24.1% wanted more up-to-date communications.
Our thoughts: Hospitals have heavily invested in vaccine communications, and now it's time to fine-tune the messages we put out. Instead of asking, “is the information available,” it's time to ask, “is the information presented in the right way using the right channel, targeting the right people?”
If you want to explore new communication channels, we recommend exploring partnerships with local government and other care providers to align messaging and protocol.
3. Lucky number three: Johnson & Johnson
What We're Hearing: The FDA cleared the Johnson & Johnson vaccine for distribution, adding yet another option to the COVID-19 vaccine marketplace. However, more options often result in fewer decisions, and experts worry that a third vaccine will add an element of indecisiveness to vaccine decisions.
There's also concern that consumers may delay vaccination to receive one brand over another. This scenario is beginning to play out across the pond, as U.K citizens have developed a strong preference for one vaccine over the other.
Our thoughts: While health systems cannot hand-pick their supply, they still bear a great responsibility to communicate limitations and priorities. Be sure to communicate that each vaccine offers significant protection against COVID-19 despite the differences between the three.
Visit our COVID-19 Communications Hub →
See how we’ve helped clients through COVID-19 →