Health Care Workers’ Reluctance to Take the Covid-19 Vaccine: A Consumer-Marketing Approach to Identifying and Overcoming Hesitancy

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Abstract

Health care workers may be reluctant to receive Covid-19 vaccines for a host of reasons. A survey of employees of Yale Medicine and Yale New Haven Health system identified 15 themes of reluctance with underlying positive and negative sentiments, which in turn affect strategies for reducing vaccine hesitancy.

Summary

An anonymous survey of employees across the Yale Medicine and Yale New Haven Health system at the time of FDA approval of the Pfizer-BioNTech vaccine used sentiment analysis to estimate the prevalence of and underlying reasons for Covid-19 vaccine hesitancy. Overall, 1 in 6 health care workers expressed reluctance to getting the vaccine in the first wave. Yale identified 15 themes describing reasons for this reluctance and found positive and negative sentiments underlying many of them. They propose strategies for messaging to mitigate vaccine hesitancy among these groups.

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Most cited references 4

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A survey on opinion mining and sentiment analysis: Tasks, approaches and applications

Kumar Ravi, Vadlamani Ravi (2015)

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Sentiment analysis in medical settings: New opportunities and challenges.

Kerstin Denecke, Yihan Deng (2015)

Clinical documents reflect a patient's health status in terms of observations and contain objective information such as descriptions of examination results, diagnoses and interventions. To evaluate this information properly, assessing positive or negative clinical outcomes or judging the impact of a medical condition on patient's well being are essential. Although methods of sentiment analysis have been developed to address these tasks, they have not yet found broad application in the medical domain.

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Is Open Access

Does anonymity increase the reporting of mental health symptoms?

Nicola T. Fear, Rachel Seddon, Norman Jones … (2012)

Background There is no doubt that the perceived stigma of having a mental disorder acts as a barrier to help seeking. It is possible that personnel may be reluctant to admit to symptoms suggestive of poor mental health when such data can be linked to them, even if their personal details are only used to help them access further care. This may be particularly relevant because individuals who have a mental health problem are more likely to experience barriers to care and hold stigmatizing beliefs. If that is the case, then mental health screening programmers may not be effective in detecting those most in need of care. We aimed to compare mental health symptom reporting when using an anonymous versus identifiable questionnaire among UK military personnel on deployment in Iraq. Methods Survey among UK military personnel using two questionnaires, one was anonymous (n = 315) and one collected contact details (i.e. identifiable, n = 296). Distribution was by alternate allocation. Data were collected in Iraq during January-February 2009. Results No significant difference in the reporting of symptoms of common mental disorders was found (18.1% of identifiable vs. 22.9% of anonymous participants). UK military personnel were more likely to report sub-threshold and probable PTSD when completing questionnaires anonymously (sub-threshold PTSD: 2.4% of identifiable vs. 5.8% of anonymous participants; probable PTSD: 1.7% of identifiable vs. 4.8% of anonymous participants). Of the 11 barriers to care and perceived social stigma statements considered, those completing the anonymous questionnaire compared to those completing the identifiable questionnaire were more likely to endorse three statements: “leaders discourage the use of mental health services” (9.3% vs. 4.6%), “it would be too embarrassing” (41.6% vs. 32.5%) and “I would be seen as weak” (46.6% vs. 34.2%). Conclusions We found a significant effect on the reporting of sub-threshold and probable PTSD and certain stigmatizing beliefs (but not common mental disorders) when using an anonymous compared to identifiable questionnaire, with the anonymous questionnaire resulting in a higher prevalence of PTSD and increased reporting of three stigmatizing beliefs. This has implications for the conduct of mental health screening and research in the US and UK military.

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Author and article information

Contributors

Brita Roy:

ORCID: https://orcid.org/0000-0002-3782-0104

catalyst: 993702

Vineet Kumar:

ORCID: https://orcid.org/0000-0001-8784-6858

catalyst: 993703

Arjun Venkatesh:

catalyst: 923710

Journal

Journal ID (nlm-ta): NEJM Catal Innov Care Deliv

Journal ID (iso-abbrev): NEJM Catal Innov Care Deliv

Journal ID (publisher-id): cat-non-issue

Title: Nejm Catalyst Innovations in Care Delivery

Publisher: Massachusetts Medical Society

ISSN (Electronic): 2642-0007

Publication date (Electronic): 29 December 2020

Electronic Location Identifier: 10.1056/CAT.20.0676

Affiliations

[1]Assistant Professor, Yale University School of Medicine, New Haven, Connecticut, USA;

[2]Associate Professor of Marketing, Yale School of Management, New Haven, Connecticut, USA;

[3]Associate Professor, Yale University School of Medicine, New Haven, Connecticut, USA;

Author information

Brita Roy https://orcid.org/0000-0002-3782-0104

Vineet Kumar https://orcid.org/0000-0001-8784-6858

Article

Publisher ID: CAT.20.0676

DOI: 10.1056/CAT.20.0676

PMC ID: 7771726

SO-VID: c1e3d635-8ecb-4cf9-a708-dcbb39f51bba

License:

This article is made available via the PMC Open Access Subset for unrestricted re-use, except commercial resale, and analyses in any form or by any means with acknowledgment of the original source. These permissions are granted for the duration of the Covid-19 pandemic or until revoked in writing. Upon expiration of these permissions, PMC is granted a license to make this article available via PMC and Europe PMC, subject to existing copyright protections.

Health Care Workers’ Reluctance to Take the Covid-19 Vaccine: A Consumer-Marketing Approach to Identifying and Overcoming Hesitancy

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Novel Coronavirus Disease COVID-19

Most cited references 4

A survey on opinion mining and sentiment analysis: Tasks, approaches and applications

Sentiment analysis in medical settings: New opportunities and challenges.

Does anonymity increase the reporting of mental health symptoms?

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