Presentation on theme: "Nudging parents to vaccinate their children"— Presentation transcript:
1 Nudging parents to vaccinate their children A look at current digital strategiesJared M. ShinaberyMPH CandidateTufts University School of Medicine
2 Nudging parents to vaccinate their children Three campaigns:Voices for VaccinesSounds of PertussisImmunize for GoodOne common goal:To educate parents on the safety and importance of vaccinating their children, and to urge them to make the right choice.
3 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 childrenSecondary: Parents who already recognize the importance of immunization, and policy makers.
4 My overall impression is that their website is pretty good. It’s a clean design, it’s easy to navigate.
5 This page is really the crux of their website. It’s a collection of moving stories from parents explaining why they chose to vaccinate. Many of them used to be hesitant. Some had a child infected by a vaccine-preventable disease.
6 Voices for Vaccines’ digital strategy Vaccine information page with easy-to-digest explanationsOrganized by disease or ageStories from parents who vaccinateOrganized by categoriesParents can easily join the cause; submit their own storiesSocial media:TwitterFacebookPinterestThey’re really trying to create a significant online presence of parents advocating for immunization, with the goal of influencing those hesitant parents.
7 Voices for Vaccines SWOT Analysis Mixed targetingClean designEasy to navigateDigestible informationCan share your storyVery active social mediaSTRENGTHSWEAKNESSESIntegration of Facebook and Twitter on their websiteBlogVast amounts of misinformation on the webEmotionally charged issueAnti-vaxxers can overrun social mediaSocial media: They post daily, and create lots of meme-style images regarding current events surrounding vaccination. For instance, right now they are focusing on Jenny McCarthy (anti-vax spokesperson) as candidate for ABC’s The View. Also, the stories submitted to their website get linked on Facebook, so they can easily be shared, thereby reaching a larger audience.Mixed targeting. The website copy is clearly targeting parents who already recognize the importance of vaccination, which makes me question the purpose of the story section. Parents who vaccinate telling their stories to parents who vaccinate?OPPORTUNITIESTHREATS
8 Voices for Vaccines Recommendations Integrate Facebook and Twitter feeds on the websiteThis will help draw people to the social media sites and could subsequently increase participation.Start a blogThe blog could be a place for more in-depth discussions of vaccination issues, which inappropriate on Facebook and Twitter.Incorporate site badgesSite 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.
9 Sounds of PertussisA collaborative effort by Sanofi Pasteur and March of DimesMission:“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
10 This website is very unconventional. It doesn’t have a tradition navigation bar. Instead, the screen slides from left to right. There’s a lot of movement, as well as little text boxes, images, and videos scattered everywhere.
11 The text boxes expand overtop the other boxes and provide a little bit more information. This is the final page, and then it just scrolls back to the start.
12 Sounds of Pertussis’ digital strategy Heavy use of scientific facts with citationsVideos of parents telling their vaccination / pertussis storiesThey reinforce the facts being presented.Search vaccination clinics by zipcodeSocial media:Facebook68,445 likes“Breathing Room” app
14 Sounds of Pertussis SWOT Analysis Lots of movementSlow websiteCluttered designSmall textUnconventional navigationEmbedded videosLots of imagesCitationsEasy search for clinicsActive social mediaSTRENGTHSWEAKNESSESIntegration of Facebook on their websiteTwitterYouTube channelVast amounts of misinformation on the webEmotionally charged issueAnti-vaxxers can overrun social mediaCluttered design: It looks like a bunch of popup boxes all over your screen. I just wanted to close them all.OPPORTUNITIESTHREATS
15 Sounds of Pertussis Recommendations Integrate a Facebook feed on the websiteUtilize TwitterCreate a YouTube ChannelMake the videos shareableGive the website a cleaner designPresent the facts in a more digestible and well-organized formatVertical presentation is better than horizontalIncrease the font sizeCreate an “About us” page
16 Immunize for GoodCollaboration 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
19 Immunize for Good Digital Strategy Education based website with helpful graphicsWhy vaccinate page explains herd immunity and establishes credibilityParents talk page has video and written testimonialsFact or Fiction page dispels mythsThe vaccines page has infographic style representations of vaccines, along with video animationsInteractive schedule with reminders and progress reportsTwitter: 2,658 followersFacebook: 852 likes
20 Immunize for Good Digital Strategy Education based website with helpful graphicsWhy vaccinate page explains herd immunity and establishes credibilityParents talk page has video and written testimonialsFact or Fiction page dispels mythsThe vaccines page has infographic style representations of vaccines, along with video animationsInteractive schedule with reminders and progress reportsTwitter: 2,658 followersFacebook: 852 likes
21 Immunize for Good SWOT Analysis Facebook and Twitter account names differ from the campaign nameSomewhat childish graphicsBeautiful websiteWell organizedInteractive elementsHelpful graphics and animationsActive social mediaBilingualSTRENGTHSWEAKNESSESIntegration of Facebook and Twitter on their websitePost unique content on FB and TwitterVast amounts of misinformation on the webEmotionally charged issueAnti-vaxxers can overrun social mediaPost custom content on FB (rather than just links to others)OPPORTUNITIESTHREATS
22 Immunize for Good Recommendations Integrate a Facebook/Twitter feed on the websitePost more unique content on social mediaTry to get more parent involvement on social mediaAsk questions, contests, prizes, etc.Incorporate site badgesImmunize for Good did a pretty fantastic job on their website. I think they could better utilize social media because there is hardly any interaction occurring (just likes).
23 Comparison Feature Voices for Vaccines Sounds of Pertussis Immunize for GoodInteractive contentXWritten testimonialsVideo testimonialsEstablishes credibilityBilingualActive FacebookFacebook application(s)Active TwitterActive PinterestUnique content on social mediaClinic searchParents can submit stories