New Research Suggests How to Message the Eventual COVID-19 Vaccine in the US
CHICAGO, Sept. 9, 2020 /PRNewswire/ -- Data science firm Civis Analytics today released research on the efficacy of various messaging themes in encouraging adoption of the eventual COVID-19 vaccine. Leveraging a randomized controlled trial (the scientific gold standard used in clinical and drug trials) and statistical modeling, Civis tested five messaging themes to understand which would make American adults more likely to get vaccinated. Highlighting the story of an individual who was impacted by COVID-19 was, by far, the most effective message theme.
Messaging themes tested were:
"America is spending billions of dollars racing to develop a COVID-19 vaccine, but having a vaccine won't matter if no one is willing to take it," said Crystal Son, MPH, a licensed epidemiologist and Director of Healthcare Analytics at Civis Analytics. "We found roughly a quarter of US adults don't plan to get vaccinated. Public health organizations need to start thinking about the language they use sooner than later -- especially knowing vaccine messaging isn't always intuitive or one-size-fits-all."
Civis previously conducted similar studies on flu and HPV vaccine messaging (in 2018 and 2019, respectively).
Civis plans to re-run this research in the coming months, to understand how current events and potential misinformation impact persuadability over time. More details available here.
About Civis Analytics
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SOURCE Civis Analytics
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