From valorinternational · · 50s
Fear and convenience drive vaccination
MSD executive says fear and convenience boost vaccination rates.
In brief
MSD executive says fear and convenience boost vaccination rates. MSD Brazil's marketing director says fear of cancer and convenience of vaccination drive uptake. Originally reported by valorinternational.
Marketing shift
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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
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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.
The short version
MSD Brazil's marketing director says fear of cancer and convenience of vaccination drive uptake.
