# Fear and convenience drive vaccination

> MSD executive says fear and convenience boost vaccination rates.
- Title: Fear and convenience drive vaccination · valorinternational
- Summary: MSD executive says fear and convenience boost vaccination rates. MSD Brazil's marketing director says fear of cancer and convenience of vaccination drive…
- Keywords: msd brazil, vaccination, cancer, influencers, healthcare, brazil, valorinternational
- Source: valorinternational — https://valorinternational.globo.com/business/news/2026/11/12/fear-and-convenience-drives-vaccination-msd-executive-says.ghtml
- Published: 2026-11-12T22:00:00.451+00:00
- Read time: 1 min
- Topics: msd brazil, vaccination, cancer, influencers, healthcare, brazil, business, money
## Marketing shift
Pharmaceutical marketing has changed from doctor-patient interactions to social media and influencers.
## Fear drives vaccination
Fear of cancer causes people to get vaccinated, as seen when TV host Ana Maria Braga disclosed her HPV cancer.
## Convenience matters
Vaccination is easy with 95% of employees getting vaccinated after free office offers.
## Influencers boost uptake
Influencers like Santos soccer fan Naty Potira died from cervical cancer, prompting immediate vaccination.
## Targeting men
Men face greater resistance to vaccination due to less doctor visits and routine checkups.
## Vaccine approval
ANVISA approved the vaccine for oropharyngeal cancer in February, targeting men.
## Key takeaway

MSD Brazil's marketing director says fear of cancer and convenience of vaccination drive uptake.