Marketing the COVID vaccine faces familiar challenges

Selling the COVID vaccine requires personal and empathetic messages.

The COVID vaccine isn’t just the largest vaccine in US history. The DHHS awareness campaign – which is effective in marketing the vaccine – is also widespread. The ministry has budgeted $ 250 million due to great mistrust. About one in four Americans is reluctant to shoot.

This is a situation that marketers are familiar with. The audience is large, but it is unlikely that a single message (or in this case, a spokesperson) will respond. To better understand the challenge of this campaign, we spoke with the founder and CEO of DeepIntent, a former data scientist at Memorial Sloane-Kettering Cancer Center, Chris Paquette.

This equates to empathy. “The campaign is currently in the planning stages,” said Paquette, “and the first wave will begin in January.” The biggest obstacle to the campaign, Paquette says, is the fragmentation of the media ecosystem. ‘We have created a multipolar world and a side effect of this is that you have all the uncertainty, politicization, and polarization around the vaccine. Connecting and conveying the message effectively is really a matter of empathy.

This means understanding the key aspects of different demographics. “42% of the population in the United States says they won’t get the vaccine,” he said, “and there are different demographics and different reasons they feel that way.”

Resistance is not homogeneous. From a health perspective, some people are concerned about the negative side effects and side effects – “very low probability,” he said, but there are also those who see the vaccine as having a ubiquitous role in serving an agenda. policy. “I think the most important thing medical marketers can do is understand these concerns and contributing factors and empathize with the demographics that support the vision.”

DeepIntent, not involved in the DHHS campaign, is a programmatic advertising platform designed to reach healthcare professionals and patients with relevant messages. In addition to a DSP, DeepIntent has a scheduling capability based on unidentified health data and statistics that can link advertising exposure to clinical events, always without privacy.

The platform can tailor patient demographics to disease or other clinical events, including demographic information that may have been vaccinated. It is a way to identify audiences that may be clinically relevant in the context of the COVID vaccination campaign – the DeepIntent platform uses machine learning models to optimize messages or to place and deliver advertisements.

The problem is to distinguish the subgroups that are susceptible to different types of messages. “There are ways to find out through external research,” said Paquette. “You can add demographic profiles, upload them along with other clinical data, and then import external information.”Why we care. It’s an important insight that different groups might have different reasons to be resistant to taking the COVID vaccine. We’ll be watching to see whether the hugely expensive DHHS campaign reflects that and if it uses data-driven segmentation strategies to target those different audiences.

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