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To Reach Vaccine Holdouts, Scientists Look to Digital Marketing

Sept. 25, 2021, 1:00 PM

Public-health researchers seeking new ways to persuade vaccine holdouts to take coronavirus shots are turning to the strategies of the digital marketing industry to figure out how to win over the reluctant.

Companies that use online ads to sell products try out various colors, phrases, typefaces and a whole host of other variables to determine what resonates with consumers. So why not, the thinking goes, apply the same sort of A/B testing to figure out how best to promote vaccines?

To that end, the United Nations Children’s Fund, The Public Good Projects and the Yale Institute for Global Health have partnered ...

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