Opinion: Understanding health care consumer preferences is key to effective Covid-19 vaccination messaging

Health care, like politics, is local. The performance of certain procedures or the prevalence of particular conditions vary from community to community. So do individuals’ preferences on how they choose to obtain care. One thing that doesn’t vary as much is the trust people have in their providers.

That’s why throughout the Covid-19 pandemic, apart from mandates, frontline clinicians broadly have had the greatest impact on influencing the adoption of Covid-19 vaccines. Understanding the impact physicians have is particularly important as the country continues to drive vaccine uptake among adults, approach expanding eligibility to those under age 12, and begin the booster phase of Covid-19 vaccines.

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