Even before COVID-19 vaccines were available, state and local governments have been focused on distributing them equitably. Since then, leaders have continued to refine allocation frameworks to reflect both what we’ve learned about COVID’s impact across communities as well as the challenge of managing distribution against a demand that far outweighs current supply.

One thing has remained clear: the need to balance vaccination efforts across first responders, frontline workers and communities disproportionally impacted by the pandemic.

Given the vast differences across communities, state and local governments have had to elevate their education and engagement strategies. Indeed, being strategic about what and how you communicate is especially important when misinformation is abundant and public trust can be fragile. And it’s absolutely essential to ensuring you’re reaching critical populations and distributing COVID-19 vaccines equitably.

How can you design compelling education and engagement strategies to quell confusion and misinformation? How should your “customer journey” look – from pre-eligibility through post-vaccine follow-ups? What will it take to reach everyone in your community, whether they’re highly digital savvy or need traditional direct mail and/or telemarketing tactics? And, how can you best inform and interact with the providers who will be delivering the vaccines?

Even with vaccine distribution underway, keep refining modes of outreach and messaging to effectively reach the diversity of communities across every state. Keep these basics in mind:

  1. Identify your segments

You already have data you can lean in to. Supplement that with research and sentiment analysis. Your data combined with research insights will help identify barriers and shape a human-centric, data-driven communications strategy. These insights will also help in creating audience segments and tailoring messaging and approaches to each.

  1. Build your strategy

Create a communication and media strategy specific to the communities you need to reach most. Sequence outreach based on the eligibility groups you’ve defined. Include audience targets; your core messaging platform; paid media strategy; paid, owned and earned media mix (in other words, advertising you buy, content posted on your own website and other channels, and no-cost coverage by media and other third parties); analytics; and social listening goals.

  1. Create and optimize content

Keep bringing it all to life by designing, creating and rolling out creative assets in paid, owned and earned channels. At the same time, keep encouraging engagement by local resources – those that are part of and know the fabric of the communities you need to reach. Build content across these and other channels to effectively drive adoption among high-risk populations. As results take shape, refine your strategy and messaging to make your content and channel distribution even better. 

Whether digital or analog, communications can be disseminated and tracked using innovative customer service and experience solutions. For example, Accenture’s Advanced Customer Engagement (ACE+) solution makes it possible to rapidly create and scale omnichannel customer journeys. It provides tools for meeting people where they are, so you can deliver messages in a way that’s convenient and culturally relevant to your audience segments. And while your channel mix may need to be complex, your messaging should be just the opposite: Simple. Crisp. Clear. Tailor language to work for each of your audiences.

So far, we’ve talked about the technology platform, supply chain and community education and engagement imperatives for COVID-19 vaccine management and distribution. In the next post, Eyal Darmon will discuss how contact management supports and enables your education and engagement strategy and how technology can help drive execution. Until then, let’s stay in touch via LinkedIn.

Read other blogs in this series:

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Distributing COVID-19 Vaccines: Be Ready to Flex

Kristin Thorn explores the last-mile challenges faced in managing the COVID-19 vaccine supply chain.

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Vaccine platform: Design for scale

An adaptable vaccine platform is critical to the tasks demanded.

READ MORE

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Strengthen COVID-19 vaccine distribution

Eyal Darmon and Kristin Thorn kick off a blog series about COVID-19 vaccines distribution.

READ MORE

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Kristin Thorn

Managing Director – Consulting, Public Sector Health Lead, North America

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