Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices
Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices
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DOI：
10.1016/j.vaccine.2015.04.039
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发表时间：
2015-08-14
期刊：
影响因子：
5.5
通讯作者：
Butler, Robb
中科院分区：
文献类型：
--
作者：
Nowak, Glen J.;Gellin, Bruce G.;Butler, Robb
许多国家和社区正在处理延迟或拒绝为自己或子女接种推荐疫苗的群体和越来越多的个人。这就需要免疫规划找到解决疫苗犹豫的方法和策略。有用的方法和策略的一个重要来源是商业和社会营销人员使用的框架、实践和原则，其中许多已被免疫规划所使用。本综述探讨了如何社会和商业营销的原则和做法，可以用来帮助解决疫苗犹豫。它介绍了关键的营销和社会营销的概念，确定了一些主要的挑战，应用商业和社会营销的方法，免疫接种计划，说明了免疫接种的倡导者和计划如何使用营销和社会营销的方法来解决疫苗犹豫，并确定了一些商业和非免疫接种部门已经学到的经验教训，可能与免疫接种有关。虽然使用商业和社会营销实践和原则并不能保证成功，但迄今为止的证据、经验教训和应用表明，它们在促进疫苗接受方面具有相当大的价值。(C)2015由Elsevier Ltd.发布。这是CC BY许可下的开放获取文章。
Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a need for immunization programs to find approaches and strategies to address vaccine hesitancy. An important source of useful approaches and strategies is found in the frameworks, practices, and principles used by commercial and social marketers, many of which have been used by immunization programs. This review examines how social and commercial marketing principles and practices can be used to help address vaccine hesitancy. It provides an introduction to key marketing and social marketing concepts, identifies some of the major challenges to applying commercial and social marketing approaches to immunization programs, illustrates how immunization advocates and programs can use marketing and social marketing approaches to address vaccine hesitancy, and identifies some of the lessons that commercial and non-immunization sectors have learned that may have relevance for immunization. While the use of commercial and social marketing practices and principles does not guarantee success, the evidence, lessons learned, and applications to date indicate that they have considerable value in fostering vaccine acceptance. (C) 2015 Published by Elsevier Ltd. This is an open access article under the CC BY license.