Recommended Approaches for COVID-19 Vaccination/Booster Messaging: An Expert Survey

This chapter explores ways in which a global pandemic influenced public health practices, communication, and behavior, discussing best practices for inoculation communication in the face of a worldwide health threat. Using a double-round Delphi survey, 14 industry experts speak to the threats, challenges, and opportunities related to C0VID-19 vaccination messaging. The Delphi panel addresses the political backdrop of ‘Operation Warp Speed,’ vaccination hesitancy amidst a worldwide pandemic, and the production/reception of vaccination marketing during social upheaval. Expert testimony further addresses strategic moves healthcare professionals are making to ensure inoculation messaging continues to operate in the interest of population health outcomes. Our work connects theory with practice by examining health messaging strategies through risk communication scholarship and modern marketing research. Findings delineate best vaccination/booster communication practices, providing a critical account of and practical approach to public health initiatives targeting COVID-19 inoculation uptake. The study also invites further discussion regarding global approaches to vaccination messaging and inoculation compliance.