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CASE STUDY | HEALTH

Driving uptake of adult vaccinations


Revealing the hidden barriers to create
a behaviour change campaign for GPs
THE ISSUE



Despite the overwhelming evidence in favour of vaccinations, prescribing for adults is disappointingly low.

Whilst GPs claim to proactively recommend adult vaccinations, this is not reflected in uptake.

WHAT WE DID



We used Decision Dialogues – where GPs role play consultation scenarios with actor-patients – to unlock behavioural triggers, barriers, heuristics and how context affects decision making. We analysed the findings through a Behavioural Economics (BE) lens to highlight the human biases that prevent adults being vaccinated.

THE OUTCOME



This was all brought together in a co-creation stakeholder workshop to translate the strategic insights into BE-based communication concepts to challenge the status quo and shape new behaviours amongst GPs.