J Am Pharm Assoc (2003). 2022 Jan-Feb;62(1):326-334. doi: 10.1016/j.japh.2021.11.028. Epub 2021 Nov 26.
Central to effective public health policy and practice is the trust between the population served and the governmental body leading health efforts, but that trust has eroded in the years preceding the pandemic. Vaccine hesitancy among adults is also a growing concern across the United States. Recent data suggest that the trustworthiness of information about the coronavirus 2019 (COVID-19) vaccine was a larger concern than the vaccine's adverse effects or risks.
This study aims to describe the methods used to create a public health microinfluencer social media vaccine confidence campaign for the COVID-19 vaccine in underserved Tennessee communities. A secondary objective is to describe how the Social-Ecological Model (SEM) and Social Cognitive Theory may address vaccine hesitancy using community pharmacies.
In late 2020, 50 independent community pharmacies in underserved communities across Tennessee were involved in a public health project with the State of Tennessee Department of Health and the University of Tennessee Health Science Center College of Pharmacy. The project involved a 3-pronged, pharmacy-based COVID-19 vaccination outreach project, including (1) social media messaging (i.e., microinfluencer approach), (2) community partner collaboration, and (3) in-pharmacy promotion. Quantitative and qualitative data will assess the quality and effectiveness of the program. Social media outcomes will also be assessed to measure the impact of the microinfluencer social media training.
Project implementation is planned for 6 months (January 2021 to June 2021) after an initial month of planning by the research team (December 2020) and preceding several months of assessment (July 2021 and beyond).
Novel, theory-based approaches will be necessary to improve vaccine confidence. One approach to promoting public health, derived from the SEM, may be to use trusted microinfluencers on social media platforms, such as local community pharmacists and community leaders.
有效的公共卫生政策和实践的核心是服务人群与领导卫生工作的政府机构之间的信任，但这种信任在大流行之前的几年中已经受到侵蚀。成年人对接种疫苗的犹豫也是美国各地日益令人关注的问题。最近的数据表明，人们对有关 2019 年冠状病毒病（COVID-19）疫苗的信息的可信度的关注程度超过了对疫苗的不良反应或风险的关注程度。
本研究旨在描述为田纳西州服务不足的社区创建针对 COVID-19 疫苗的公共卫生微观影响者社交媒体疫苗信心运动的方法。次要目的是描述社会-生态模型（SEM）和社会认知理论如何利用社区药房来解决疫苗犹豫问题。
2020 年末，田纳西州 50 家独立的社区药房参与了田纳西州卫生署和田纳西大学健康科学中心药学院的公共卫生项目。该项目涉及基于药房的三管齐下的 COVID-19 疫苗接种外展项目，包括（1）社交媒体消息传递（即微观影响者方法），（2）社区合作伙伴合作，以及（3）店内促销。将使用定量和定性数据评估该计划的质量和有效性。还将评估社交媒体结果，以衡量微观影响者社交媒体培训的影响。
在研究团队（2020 年 12 月）进行了一个月的计划后，项目的实施计划为期 6 个月（2021 年 1 月至 6 月），并在几个月的评估（2021 年 7 月及以后）之前。
需要采用新颖的、基于理论的方法来提高疫苗的信心。一种源自 SEM 的促进公共卫生的方法可能是利用社交媒体平台上值得信赖的微观影响者，例如当地社区药剂师和社区领袖。
