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on discovered insights and visualizes the data in a comprehensive way.
Using this process, a company can discover insights from millions of authentic and unbiased digital discussions that mothers share every minute
about their relationships, mindset, and sentiment towards vaccines.
Results
We analyzed data from contextual digital discussions about vaccination, during
a 12-month period by country. More than 30 million digital discussions were identified including ~9.8M conversations in the U.S., ~5.8M in India, and ~4.8M in Brazil, among other countries.
A sentiment analysis reflected important differences in vaccine perceptions,
with Russia (26%), Australia (25%),
and the U.K. (23%) leading in negative perceptions; while Switzerland (69%), France (63%), and the U.K. (60%) led in positive perceptions (see Figure 1). In the U.S., 19% of the identified posts reflected negative sentiments and ~59% a positive perception.
A deeper dive into the U.S. data identified the main factors leading the sentiments. The benefits of potential disease prevention (31%), need to protect children (29%), and the need to prevent future losses (15%) represented the most common concepts among those favoring vaccines, while safety concerns associated
with autism (31%), low trust of efficacy and reliability (29%), and concerns related to the number of recommended vaccines (18%) predominated the negative sentiments.
The use of this agile and tech-
enabled methodology can help us further understand drivers, barriers, and decision journeys across target segments, while also keeping a pulse
on the sentiment and confidence
levels of people and vaccines at the community, state, and country levels. Additionally, extracted data at state and zip code levels can then be integrated with demographics, socio-economics, and SDOH-related information, so
that specific health literacy levels
and education needs are identified
about the authors
and addressed in the most culturally effective way.
In today’s fast-changing and highly diverse world, data and marketing, as much as the science behind a treatment, requires personalization that is informed and inspired by the “person” it seeks
to impact—and that will require reimagining how we mine insights at scale and use agile cultural intelligence.
RefeRences:
1. Kennedy, A. (2011). “Confidence About Vaccines in the United States: Understanding Parent’s Perceptions.” Health Affairs.
2. Rappuoli, R. (2014). “Vaccines, New Opportunities for a New Society.” PNAS.
3. Robert, D. (2014). “Improving Immunization Rates of Underserved Children: A Historical Study of 10 Health Departments.” International Policy of Health Policy and Management.
4. Eysenbach, G. (2019). “A Call for a Public Health Agenda for Social Media Research.” J Med Internet Res. https://www.jmir. org/2019/12/e16661.
Lili Gil Valetta, MBA
CEO, Co-founder
CulturIntel and CIEN+
Lili is an award-winning entrepreneur, recognized cultural intelligence expert, AI tech
innovator, and World Economic Forum Young Global Leader. She can be reached at liliana@cien.plus.
Lisa Valtierra
Director Health Client Services
CIEN+
Lisa is a leading cross-cultural marketing and advocacy expert with proven success
in crafting Spanish and English campaigns that resonate with U.S. Latino consumers and broader audiences. She can be reached at lisa@cien.plus.
Carlos Gutierrez, MD, MBA, MPH
Global Healthcare Strategy Consultant
PhD Candidate – Barcelona, Spain
Carlos is a PhD candidate in Healthcare Strategy & Communications with an interest
in understanding the impact of mass media and advertising on patient’s health literacy and behavior modification. He can be reached at expansionglobal@me.com.
figure 1. sentiment Analysis of Vaccine Perceptions by Moms Across the World
Based on 12 months of digital discussions as of February 7, 2020
SeptemberS 2020 / pm360 magazine 35