Discussions

Social Media Campaigns Around Vaccine

Posted by Angi Moore @angela_k_moore, Dec 29, 2020

Are any of you running social campaigns around the vaccine? What are you doing to encourage employees to share on social? Our leadership asked me about Snapchat filters, selfie stations, etc. Any ideas appreciated!

We did a series of promos with our docs and nurses in advance, with their photos, saying why they were looking forward to getting the vaccine. We did a media event for the first vaccines. We are encouraging our staff to use a specific hashtag to share their vaccine photos on Instagram. We are sharing the facts of the vaccine through a blog post and sharing across social platforms. We also did boosted posts from our Facebook pages to get more eyes on the blog post. We are featuring staff getting their vaccines on our intranet. We are also sharing facts from CDC and our state Health department through Twitter. Hope this helps! Stay safe and be well. Here's to a great new year in 2021.

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@nancypjean

We did a series of promos with our docs and nurses in advance, with their photos, saying why they were looking forward to getting the vaccine. We did a media event for the first vaccines. We are encouraging our staff to use a specific hashtag to share their vaccine photos on Instagram. We are sharing the facts of the vaccine through a blog post and sharing across social platforms. We also did boosted posts from our Facebook pages to get more eyes on the blog post. We are featuring staff getting their vaccines on our intranet. We are also sharing facts from CDC and our state Health department through Twitter. Hope this helps! Stay safe and be well. Here's to a great new year in 2021.

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@nancypjean, thank you! Yes, real hope for 2021!

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We've done a series of videos with doctors and other providers to encourage vaccination. We're also rolling out a hashtag and encouraging our staff to share their vaccination photos/videos on Facebook, Instagram and Twitter. We're also working on a piece for the feature section in our local paper to highlight BIPOC nurses and other frontline workers (not physicians) who have received the vaccine. If you've got any questions, don't hesitate to reach out!

Liked by Dr Paula Miceli

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If I can make a suggestion….please don't overload campaigns with videos focused on the needles going in! They are hard to watch for many people, and the message just gets lost because they have to turn away. Those are some long needles. I saw one news segment with no less than 10 injections! Show the smiling staffers, but hide the needle, perhaps. (Not to mention, needles can be triggering for those with addiction.)

Liked by Dr Paula Miceli

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@nancypjean

We did a series of promos with our docs and nurses in advance, with their photos, saying why they were looking forward to getting the vaccine. We did a media event for the first vaccines. We are encouraging our staff to use a specific hashtag to share their vaccine photos on Instagram. We are sharing the facts of the vaccine through a blog post and sharing across social platforms. We also did boosted posts from our Facebook pages to get more eyes on the blog post. We are featuring staff getting their vaccines on our intranet. We are also sharing facts from CDC and our state Health department through Twitter. Hope this helps! Stay safe and be well. Here's to a great new year in 2021.

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Given the recent online social media hype around health care workers who are "refusing the shot", this type of health promotion is a vital message. While some HCW's will delay the shot, it's important that this message not dominate or gain so much press that it presents itself as a "norm", when it's not normative. The sensationalist reporting on the HCW refusal (in L.A. I think) was disturbing to me. Late adopters exist in all corners of our society, and even in HCWs. I've personally known HCW's that won't get their eyes tested for reading glasses! If anything, the HCW's refusal is an opportunity for science, medicine and communication to form collaborative teams to ensure that informed decision-making has sufficient space to take place.
Happy new year!

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Although the long game around Covid will be achieving a high vaccination rate—and although I have no problems with photos of doctors/nurses/etc getting their vaccinations/talking about vaccinations etc, in the short game ( the next 3-6 months) most of the preventable loss of life will be from social distancing, masks, etc.

So, if the marketing objective is reducing Covid mortality in 2021, for the next 2-3 months I think the ratio of Mask/Social distancing content to vaccination content should be fairly high: perhaps 10:1?

I know that sounds extreme, but keep in mind things are accelerating right now, the vaccine rollout is likely to have some problems, as a country we really haven't yet got a handle on the approach/timing of vaccinating children (likely the most difficult part politically in achieving herd immunity), and Mother Nature may still have a few curve balls left (for example, what if the slow rollout of the vaccines and the resistance to mask-wearing results in other variants of the virus which results in less vaccine effectiveness?).

Anyway, although I am hoping for great results in 2021, pragmatically I am expecting and preparing for it to be worse.

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