Recio-Román Almudena, Recio-Menéndez Manuel, Román-González María Victoria
Department of Economy and Business, University of Almería, Carretera de Sacramento s/n, 04120 Almería, Spain.
Vaccines (Basel). 2021 Jun 8;9(6):617. doi: 10.3390/vaccines9060617.
Vaccine-preventable diseases are global mainly in a globalized world that is characterized by a continuous movement of people and goods across countries. Vaccine hesitancy, the reluctance or refusal to vaccinate despite the availability of vaccines, is rising worldwide. What if the problem of vaccine hesitancy could be most effectively managed when treated globally rather than on a national or regional basis? What if a global vaccine-hesitant segment exists and the differences among countries are not so significant? Based on the Global Marketing Strategy paradigm, this paper shows that seven different cross-European segments exist based on the beliefs, attitudes, and behaviors collected in 28 European countries. These pan-European segments are differentiable (people in those segments have similar characteristics that are visibly dissimilar from the ones in other segments) and actionable (organizations would be able to propose interventions to the hesitant segments based on their profiles). With segmentation being the starting point of many public health intervention strategies for avoiding vaccine-hesitancy, the results recommend moderating the full-adaptation strategy that follows the "context matters" principle suggested by several political and public health international organizations. Embracing a more standardized strategy will allow the development of better services and strategies that support and enable desirable vaccination behaviors.
在一个人员和货物持续跨国流动的全球化世界中，疫苗可预防疾病具有全球性。疫苗犹豫，即尽管有疫苗供应但仍不愿或拒绝接种疫苗的现象，正在全球范围内上升。如果疫苗犹豫问题在全球而非国家或地区层面进行处理时能得到最有效的管理会怎样？如果存在一个全球疫苗犹豫群体且各国之间的差异并不那么显著会怎样？基于全球营销策略范式，本文表明，根据在28个欧洲国家收集到的信念、态度和行为，存在七个不同的泛欧洲群体。这些泛欧洲群体是可区分的（这些群体中的人具有相似的特征，明显不同于其他群体中的人）且可采取行动的（组织能够根据这些群体的特征向犹豫群体提出干预措施）。由于细分是许多避免疫苗犹豫的公共卫生干预策略的起点，研究结果建议调整遵循若干政治和公共卫生国际组织提出的“背景很重要”原则的完全适应策略。采用更标准化的策略将有助于开发更好的服务和策略，以支持并促成理想的疫苗接种行为。
