Global Vaccine Hesitancy Segmentation: A Cross-European Approach
Vaccine-preventable diseases are global mainly in a globalized world that is characterized by a continuous movement of people and goods across countries. Vaccine hesitancy, the reluctance or refusal to vaccinate despite the availability of vaccines, is rising worldwide. What if the problem of vaccin...
| Main Authors: | , , |
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| Format: | info:eu-repo/semantics/article |
| Language: | English |
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MDPI
2021
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/12001 |
| _version_ | 1789406419550732288 |
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| author | Recio-Román, Almudena Recio-Menéndez, Manuel Román-González, María Victoria |
| author_facet | Recio-Román, Almudena Recio-Menéndez, Manuel Román-González, María Victoria |
| author_sort | Recio-Román, Almudena |
| collection | DSpace |
| description | Vaccine-preventable diseases are global mainly in a globalized world that is characterized by a continuous movement of people and goods across countries. Vaccine hesitancy, the reluctance or refusal to vaccinate despite the availability of vaccines, is rising worldwide. What if the problem of vaccine hesitancy could be most effectively managed when treated globally rather than on a national or regional basis? What if a global vaccine-hesitant segment exists and the differences among countries are not so significant? Based on the Global Marketing Strategy paradigm, this paper shows that seven different cross-European segments exist based on the beliefs, attitudes, and behaviors collected in 28 European countries. These pan-European segments are differentiable (people in those segments have similar characteristics that are visibly dissimilar from the ones in other segments) and actionable (organizations would be able to propose interventions to the hesitant segments based on their profiles). With segmentation being the starting point of many public health intervention strategies for avoiding vaccine-hesitancy, the results recommend moderating the full-adaptation strategy that follows the “context matters” principle suggested by several political and public health international organizations. Embracing a more standardized strategy will allow the development of better services and strategies that support and enable desirable vaccination behaviors. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-12001 |
| institution | Universidad de Cuenca |
| language | English |
| publishDate | 2021 |
| publisher | MDPI |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-120012023-04-12T19:06:37Z Global Vaccine Hesitancy Segmentation: A Cross-European Approach Recio-Román, Almudena Recio-Menéndez, Manuel Román-González, María Victoria vaccine hesitancy segmentation social marketing Vaccine-preventable diseases are global mainly in a globalized world that is characterized by a continuous movement of people and goods across countries. Vaccine hesitancy, the reluctance or refusal to vaccinate despite the availability of vaccines, is rising worldwide. What if the problem of vaccine hesitancy could be most effectively managed when treated globally rather than on a national or regional basis? What if a global vaccine-hesitant segment exists and the differences among countries are not so significant? Based on the Global Marketing Strategy paradigm, this paper shows that seven different cross-European segments exist based on the beliefs, attitudes, and behaviors collected in 28 European countries. These pan-European segments are differentiable (people in those segments have similar characteristics that are visibly dissimilar from the ones in other segments) and actionable (organizations would be able to propose interventions to the hesitant segments based on their profiles). With segmentation being the starting point of many public health intervention strategies for avoiding vaccine-hesitancy, the results recommend moderating the full-adaptation strategy that follows the “context matters” principle suggested by several political and public health international organizations. Embracing a more standardized strategy will allow the development of better services and strategies that support and enable desirable vaccination behaviors. 2021-07-21T09:45:46Z 2021-07-21T09:45:46Z 2021-06-08 info:eu-repo/semantics/article 2076-393X http://hdl.handle.net/10835/12001 en https://www.mdpi.com/2076-393X/9/6/617 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess MDPI |
| spellingShingle | vaccine hesitancy segmentation social marketing Recio-Román, Almudena Recio-Menéndez, Manuel Román-González, María Victoria Global Vaccine Hesitancy Segmentation: A Cross-European Approach |
| title | Global Vaccine Hesitancy Segmentation: A Cross-European Approach |
| title_full | Global Vaccine Hesitancy Segmentation: A Cross-European Approach |
| title_fullStr | Global Vaccine Hesitancy Segmentation: A Cross-European Approach |
| title_full_unstemmed | Global Vaccine Hesitancy Segmentation: A Cross-European Approach |
| title_short | Global Vaccine Hesitancy Segmentation: A Cross-European Approach |
| title_sort | global vaccine hesitancy segmentation: a cross-european approach |
| topic | vaccine hesitancy segmentation social marketing |
| url | http://hdl.handle.net/10835/12001 |
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