Communication in Outbreak Management:
development of an evidence-based
tool for Europe
Social Marketing analysis of vaccination behaviour,
audience segmentation, and service delivery
The following represents only a
summary of the specific SSM contribution to the programme and doesn’t include
information on the other parties contributions An EU funded four year programme
commencing February 2012.
To analyse how behavioural influencing approaches including
incentives/disincentives can be used to promote service uptake.
To review and analyse current vaccination service delivery to the public and to
health care workers, from a customer perspective, in 3-6 European countries
from different key clusters.
To develop a prototype audience segmentation model indicating subgroups of
people distinguished by attitudes, beliefs and behaviours in relation to uptake
- with a particular distinction between the professional (e.g. health care
worker) and the public (e.g. particular risk group) audiences.
To develop a clear set of behavioural goals that can act as service impact
metrics for different phases of a pandemic, including the pre-pandemic phase.
will prepare a summary behavioural analysis document indicating how new and
emerging understanding about influencing behaviour can be used to design
behavioural interventions to promote service uptake. This will include a review
of the use of incentives, conditional payments and rewards and disincentives or
penalty motivators. The summary document will be informed by a literature
review (formal and grey literature) of marketing, behaviour change, economic
and design literature, as well as public health literature.
review and analysis will be conducted of vaccination service delivery to the
public and to health care workers, in 3-6 European countries from different key
clusters. We will write a ‘Customer (Citizen) Journey Mapping’ report, i.e.
describing the path and critical touch points with health service providers,
including communication touch points and physical interactions with the
service. A map of representative ‘journeys’ will be developed indicating
positive and negative touch points and reported blocks/barriers and enabling
features to be addressed as part of a service design and communication
solutions. To review vaccination service delivery to the public/health care
workers, and todevelop the customer journey maps, we will use structure
questionnaires and telephone interviews with selected respondents from the
general population, and seminars/workshops with health workers/service delivery
staff, in 3-6 European countries from different key clusters.
will write an audience segmentation analysis document indicating key audience
types in relation to values, beliefs and behavioural intentions, in 3-6
European countries from different key clusters. This will in particular make a
primary distinction between the professional (e.g. health care workers) and the
public (e.g. particular risk group) audiences. The document will give insight
about how key identified segments of the population view and react to the
introduction of large-scale public measures such as vaccination and antiviral
therapy. This segmentation will be compared with findings from the other WPs
(and adopted if necessary) in WP7.
will develop a set of specific recommended SMART behavioural metrics (i.e.
Specific, Measurable, Achievable, Realistic, and Time bound) that can be used
by countries to guide intervention responses, and help in measuring the impact
of programmes at each stage of the pandemic process. This approach to setting
SMART behavioural objectives is a key component of the social marketing
approach and is also common good practice in commercial and public sector
planning systems. The metrics will be developed using DELPHI consultations with
about 50 experts from across Europe. The experts will be asked to participate
in two electronic consultation discussion and voting rounds, focusing on the
acceptability, relevance and practicality of the recommended behavioural goals.
This method will help to build a set of potential metrics for monitoring the
success and impact of public facing interventions focused on changing