Study explores ways for organizations to encourage reluctant to get vaccine

While consumer demand for the COVID-19 vaccine is high, it is estimated that just over half of adults plan to get a vaccination while others will wait to receive it. That’s according to a national market research study on healthcare consumer attitudes and behaviors regarding vaccines conducted by Salt Lake City-based PatientBond, a healthcare patients engagement software provider.

The study concluded that as healthcare organizations mobilize to promote and manage the distribution of the vaccines, they must anticipate the point at which early demand is met and have strategies in place to motivate the remainder of the population to receive the COVID-19 vaccination.

PatientBond conducted national market research in late February 2021 with a focus on psychographics to understand healthcare consumers’ uptake of the COVID-19 vaccination, reasons for avoiding the vaccination and what is needed to overcome these challenges for the greatest number of Americans as possible.

“This important research has helped us establish a timeline for COVID-19 vaccine uptake over the next two years and identify the patient types who are likely to get a vaccination quickly, those who will take a wait-and-see approach, and those who do not intend to get a vaccination,” stated Justin Dearborn, CEO of PatientBond. “Whether you are a hospital system, provider group, urgent care center, payer, government entity or other institution that is involved in the distribution of the vaccines, this unique data can help you understand your patient population and influence compliance.”

PatientBond identified five healthcare consumer segments based on their attitudes, beliefs, values and motivations. Each psychographic segment approaches health and wellness differently, which influences their decisions and behaviors regarding COVID-19 vaccines.

Dearborn continued, “It is clear to us that certain psychographic segments are the ‘early adopters’ of the vaccine while others are the most likely to avoid it. The key to accelerating COVID-19 vaccinations is finding consumers in the community who are most likely to be receptive to the vaccines and targeting others with the specific information they need to overcome their objections to a vaccination,” said Dearborn.