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Marketing Strategy and Information Campaign for Flu Shots

Addressing myths targeting the young is particularly important to stress online, given that is where anti-vaccine myths are often disseminated. The fact that the flu shot has minimal risks should also be addressed, to counteract the urban myths about its dangers. Online, links to useful myth-busting sites about the flu and the spread of the flu can be provided.

Persuasive techniques

Various types of persuasive motivations should be emphasized, across all the types of media used in the campaign. Older individuals may be motivated to get vaccinated because of a fear for their more fragile health — but also because they do not want to put their grandchildren at risk. Older people may also be motivated by a sense of civic purpose, so as not to spread the disease. So might healthcare workers and teachers, both of whom are in contact with high-risk members of the public on a frequent basis. From a self-interested perspective they may wish to obtain the vaccine, but also from a sense of obligation to the health of those whom they serve.

Parents can be encouraged to get the vaccine when their children receive the shot. Parents who might otherwise not get the shot may be more likely to obey public health directives, disseminated through the schools and get the shot for their child, to protect the childs health. Parents are a captive audience when they get their children vaccinated. Individuals who give the flu shot should be encouraged to use the opportunity to give information to caregivers as well as the recipients of the shot, and if possible all flu shot clinics should have extra medication, in case additional individuals elect to get the vaccine.

Reference

Questions and Answers: Seasonal Flu Shot. (2010). Centers for Disease Control (CDC).

Retrieved October 28, 2010 at http://www.cdc.gov/flu/about/qa/flushot.htm.

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