Northwell Uses Social Media to Reduce Vaccination Hesitancy
Northwell Health is encouraging 12 to 16-year-olds and vaccine-hesitant adults to get their shots through a wide range of social media campaigns.
“We’re using social media outlets from Instagram to Facebook to show where vaccination centers are located. We’re also sharing times when staff are on-site. Another thing we’re doing is providing positive messaging about what a person can do after getting their shots, like go to soccer practice or visit family members,” said Dr. Matthew Harris, medical director of Northwell Health Emergency Preparedness.
Harris said certain communities, including Staten Island and parts of Long Island, have exhibited a greater degree of vaccine hesitancy.
“That’s why we’re increasing messaging in these areas. We’re also continuing outreach to encourage vaccination among communities of color,” said Harris.
Harris said as of mid June, Northwell Health is vaccinating several thousand people a week.
“We’re reaching a point of fatigue. In the early days of vaccine availability in March and April 2021, we vaccinated between 10,000 and 20,000 people a week,” said Harris.
Robin Wyatt, vice president of marketing at Northwell, said the organization has created posters and flyers in 16 different languages, including Spanish, Russian, Chinese, Arabic, Yiddish and Hindi.
“We’ve posted these in multiple locations in communities, including barbershops, restaurants and laundromats. They’re also at medical facilities. If you are discharged from our hospitals or emergency rooms and haven’t gotten your shot yet, we’ll offer it to you, health permitting,” said Wyatt.
Wyatt added it is critical to showcase Northwell as a trusted resource that tells the truth about the vaccines.
“We use social media posts and other tactics to debunk myths, such as the falsehood that the COVID-19 vaccines change your DNA or contain microchips. We educate people that even young and healthy adults need to get vaccinated, the vaccines do not cause a miscarriage, and individuals who survived COVID-19 need to get vaccinated. Our research shows youth between 12 and 16 have the same concerns as vaccine-hesitant adults,” said Wyatt.
Wyatt said the posters contain QR codes that an individual can scan with their phone to learn more about the vaccines or to book an appointment.
“Getting people to come in for their shots is becoming harder. We’re trying to reach those individuals who are still on the fence. We’re requesting individuals who have received their vaccines to be an ambassador and tell their story. We hope this will encourage their friends and family to get vaccinated,” said Wyatt.
Wyatt added the work Northwell is doing now is to prepare for the social media campaign it plans to launch later in 2021. Northwell will be ready when the Centers for Disease Control and Prevention determines individuals need booster shots.
“That will be the next big phase of our vaccine rollout plan. I anticipate it will likely begin late fall 2021. The work we are doing now primes us to tell stories about booster shots and how important they will be,” said Wyatt.
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