Case study: How behavioural science theory uncovered the insights required to improve vaccine uptake in the US 

The challenge
Our client wanted to understand the drivers and barriers of users / non-users of their vaccine, Product X, in order to inform the development of solutions to improve uptake.

The solution
In-depth qualitative interviews were conducted with Paediatricians, Family Practitioners, Physician assistants / Nurse practitioners and System Decision Makers from various practice settings across the US. A mix of Product X users, trialists and non users were included in the sample.

Throughout the interviews, questioning was grounded in behavioural theory in order to provide our client with a deeper understanding of what was driving / preventing the switch to Product X. Use of the EAST framework, an intuitive model based on the key principles of behavioural science theory, ensured the research design and analysis was structured in way that would help uncover the multitude of potential influences behind uptake.

The outputs
Findings from our research helped our client to understand where and among whom Product X was being adopted. Among users, we determined what prompted their switch and how the overall experience could be improved. Among non-users, we identified the key behavioural and cognitive biases that our client would need to target in order to encourage adoption. By using the EAST framework we were able to consolidate the insights into actionable interventions and solutions that would convince HCPs to switch to Product X.

For example, one such cognitive bias we found was that non-users are strongly influenced by others and are more likely to wait until a vaccine has been around for a while and used by other practices before trialling. Therefore, we recommended a number of ‘socialising’ interventions. These included leveraging the experience of practices currently using Product X to reassure non-users (e.g. soundbites, testimonials, and experience Q&As) and creating a network of ‘advocates’ that can be a reference point for practices considering the transition.