Social Marketing as a Strategy to Increase Immunization Rates
Social Marketing as a Strategy to Increase Immunization Rates
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DOI：
10.1001/archpediatrics.2009.42
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发表时间：
2009-05-01
影响因子：
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通讯作者：
Marcuse, Edgar K.
中科院分区：
文献类型：
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作者：
Opel, Douglas J.;Diekema, Douglas S.;Marcuse, Edgar K.
今天，在美国，疫苗可预防疾病的爆发往往追溯到易感儿童，他们的父母要求豁免学校或儿童保育免疫接种规定。这种免疫犹豫和抵抗的根源在于疫苗可预防疾病的威胁下降，加上对疫苗不利影响的担忧增加，大众媒体和互联网的出现以及现代医学的内在局限性。诉诸情感淹没了公共论坛上深思熟虑的讨论，总体而言，公众对免疫接种的信任度下降了。我们提出了一个经常被忽视的行为改变策略-社会营销-作为一种提高免疫接种率的方法，通过解决免疫犹豫的重要根源和有效地参与情绪。作为一个例子，我们提供了一个社会营销活动的概要，目前正在发展中的华盛顿州，其目的是增加及时免疫接种的儿童从出生到年龄24个月。《儿科青少年医学文献》2009; 163（5）：432-437
Today in the United States, outbreaks of vaccine-preventable disease are often traced to susceptible children whose parents have claimed an exemption from school or child care immunization regulations. The origins of this immunization hesitancy and resistance have roots in the decline of the threat of vaccine-preventable disease coupled with an increase in concerns about the adverse effects of vaccines, the emergence of mass media and the Internet, and the intrinsic limitations of modern medicine. Appeals to emotion have drowned out thoughtful discussion in public forums, and overall, public trust in immunizations has declined. We present an often overlooked behavior change strategy-social marketing-as a way to improve immunization rates by addressing the important roots of immunization hesitancy and effectively engaging emotions. As an example, we provide a synopsis of a social marketing campaign that is currently in development in Washington state and that is aimed at increasing timely immunizations in children from birth to age 24 months. Arch Pediatr Adolesc Med. 2009; 163(5): 432-437