Targeted Communications to Promote COVID-19 Vaccine Acceptance
A Strategic Health Care Marketing webinar for marketers, communicators, and strategists at hospitals, health systems, and physician groups
Presented on February 11, 2021
- Jeanine D. Guidry, Ph.D., Virginia Commonwealth University School of Medicine
- Victor Reiss, System Vice President of Consumerism and Insights - Marketing and Communications, UNC Healthcare
- Susan Dubuque, Principal, NDP Marketing & Advertising
Emerging from the worldwide pandemic and returning to some semblance of normalcy will require that 70-80 percent of the population of the U.S. be vaccinated against COVID-19. Achieving this level of "herd immunity" is a tall order in an environment that is mired in fear, suspicion, and the politicization of this disease.
In 2020, UNESCO defined this COVID-19 period as a "disinfodemic" – that is, a time filled with an over-abundance of information and disinformation. With the staggered rollout of the COVID-19 vaccine, compelling and targeted communications are vital to increasing vaccine uptake. Employees, patients, and community members must depend upon trusted sources for credible information to support decision making.
Please join us as our panel of experts discuss this important and timely topic.
- The underlying causes of "vaccine hesitancy" and what is driving so many consumers to resist getting vaccinated against COVID-19
- The impact of health disparities on vaccine acceptance
- Basic models of behavior change – valuable lessons taken from public health that can influence and motivate consumers to make positive choices regarding their health and lifestyles
- Practical tips for developing communications strategies to support vaccine acceptance
- Ways to deploy your own team members in the effort to encourage patient and community support of the vaccine
About Your Presenters:
Jeanine Guidry, PhD
Virginia Commonwealth University
Jeanine Guidry, PhD is an assistant professor at the Robertson School of Media and Culture at Virginia Commonwealth University (VCU), as well as the Director of VCU’s Media+Health Lab.
Jeanine earned her PhD in Social and Behavioral Sciences at VCU School of Medicine. She completed a master’s degree in Strategic Public Relations at George Washington University and a master’s degree in Health Sciences/Movement Sciences from Maastricht University, Maastricht, The Netherlands.
Her research focuses on the use of visual social media in infectious disease and vaccine-related messaging. This year she is on special assignment with the VCU School of Medicine, assisting in the roll out of vaccine acceptance communications efforts.
System Vice President of Consumerism and Insights Marketing & Communications
Victor Reiss is System Vice President of Consumerism and Insights Marketing and Communications for UNC Healthcare, where he is responsible for leading marketing, consumer insights, brand management, and digital marketing all of which intersect to create meaningful brand experiences and consumer engagement. Prior to his current role, Vic spent four years in marketing at Cancer Treatment Centers of America in Boca Raton, Florida, and twelve years at FedEx serving in various leadership capacities in Global Marketing and Communications.
Vic earned his undergraduate degree from Butler University and went on to receive an MBA from Indiana Wesleyan University.
As a frequent speaker at conferences, Vic’s passion is realized personally through his work on his first book aimed at helping small businesses build winning digital growth strategies that are consumer centric.
Susan Dubuque is a founder and principal of NDP, a marketing and advertising agency based in Richmond, Virginia. She has more than 30 years in the field of healthcare marketing. Susan literally wrote the book on behavior change for healthcare marketing professionals, called Gearing Up for Population Health: Marketing for Change (Published by American Hospital Association SHSMD, 2019)
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