Nudging parents to vaccinate their children A look at current digital strategies Jared M. Shinabery...

Nudging parents to vaccinate their children

A look at current digital strategies

Jared M. ShinaberyMPH CandidateTufts University School of Medicine

• Three campaigns:▫Voices for Vaccines▫Sounds of Pertussis▫ Immunize for Good

• One common goal:▫To educate parents on the safety and importance of

vaccinating their children, and to urge them to make the right choice.

Nudging parents to vaccinate their children

Voices for Vaccines

• Mission:▫ “Voices for Vaccines is a parent-led organization that supports and

advocates for on-time vaccination and the reduction of vaccine-preventable disease.”

▫ They seek to provide families with three tools: “Evidence-based information about the safety and importance of immunization” “A vibrant community of parents who are passionate about preventing disease,

disability, and death by supporting and encouraging sound vaccine policies and practices at both the state and national levels”

“An opportunity to join the discussion and to actively advocate for on-time immunization”

• Target Audience:▫ Primary: Parents who are hesitant to vaccinate their children▫ Secondary: Parents who already recognize the importance of immunization,

and policy makers.

www.voicesforvaccines.org

Voices for Vaccines’ digital strategy• Vaccine information page

with easy-to-digest explanations▫ Organized by disease or

age

• Stories from parents who vaccinate▫ Organized by categories

• Parents can easily join the cause; submit their own stories

• Social media:▫ Twitter▫ Facebook▫ Pinterest

Integration of Facebook and Twitter on their website

Blog

Vast amounts of misinformation on the web

Emotionally charged issue

Anti-vaxxers can overrun social media

Mixed targeting

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Clean design Easy to navigate Digestible information Can share your story Very active social

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Voices for Vaccines

SWOT Analysis

Voices for Vaccines

Recommendations• Integrate Facebook and Twitter feeds on the website▫ This will help draw people to the social media sites and could

subsequently increase participation.• Start a blog▫ The blog could be a place for more in-depth discussions of vaccination

issues, which inappropriate on Facebook and Twitter.• Incorporate site badges▫ Site badges are essentially small advertisement banners that others can

put on their websites to link back to yours. They could increase Voices for Vaccinations’ online presence.

Sounds of Pertussis

• A collaborative effort by Sanofi Pasteur and March of Dimes

• Mission:▫ “dedicated to educating new parents and their families about pertussis

and the importance of an adult booster vaccine.”▫ “to help protect babies by making sure that anyone who is, or will be,

in close contact with a young infant has been vaccinated against pertussis.”

• Target Audience:▫ New and expectant parents who are vaccine-hesitant

www.soundsofpertussis.com

Sounds of Pertussis’ digital strategy

• Heavy use of scientific facts with citations

• Videos of parents telling their vaccination / pertussis stories▫ They reinforce the facts

being presented.

• Search vaccination clinics by zipcode

• Social media:▫ Facebook

68,445 likes “Breathing Room” app

Sounds of Pertussis’ Facebook Application

Sounds of Pertussis

SWOT Analysis

Integration of Facebook on their website

Twitter

YouTube channel




Lots of movement Slow website Cluttered design Small text Unconventional

navigation

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Embedded videos Lots of images Citations Easy search for clinics Active social media

Sounds of Pertussis

Recommendations• Integrate a Facebook feed on the website• Utilize Twitter• Create a YouTube Channel• Make the videos shareable• Give the website a cleaner design• Present the facts in a more digestible and well-organized format▫ Vertical presentation is better than horizontal

• Increase the font size• Create an “About us” page

Immunize for Good

• Collaboration of the Colorado Children’s Immunization Coalition, Colorado Department of Public Health and Environment, and Vaccine Advisory Committee of Colorado.

• Mission:▫ “to further childhood immunization coverage in Colorado through

education, vaccine provider resources and parental support.”

• Target Audience:▫ Colorado parents who are hesitant to vaccinate their children

www.immunizeforgood.com

Immunize for Good

Digital Strategy• Education based website with

helpful graphics▫ Why vaccinate page explains

herd immunity and establishes credibility

▫ Parents talk page has video and written testimonials

▫ Fact or Fiction page dispels myths

▫ The vaccines page has infographic style representations of vaccines, along with video animations

• Interactive schedule with reminders and progress reports

• Twitter: 2,658 followers• Facebook: 852 likes

Immunize for Good

SWOT Analysis

Integration of Facebook and Twitter on their website

Post unique content on FB and Twitter




Facebook and Twitter account names differ from the campaign name

Somewhat childish graphicsS

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Beautiful website Well organized Interactive elements Helpful graphics and

animations Active social media Bilingual

Immunize for Good

Recommendations• Integrate a Facebook/Twitter feed on the website• Post more unique content on social media• Try to get more parent involvement on social media▫ Ask questions, contests, prizes, etc.

• Incorporate site badges

Feature Voices for Vaccines

Sounds of Pertussis

Immunize for Good

Interactive content X

Written testimonials X X

Video testimonials X X

Establishes credibility X X X

Bilingual X

Active Facebook X X X

Facebook application(s) X

Active Twitter X X X

Active Pinterest X

Unique content on social media

X X

Clinic search X

Parents can submit stories X X X

Comparison

Nudging parents to vaccinate their children A look at current digital strategies Jared M. Shinabery...

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