Abstract
Except for individuals 65 years of age and older, no other group in the United States has an influenza vaccination rate above one-third of the population, even among groups that the Centers for Disease Control and Prevention (CDC) recommend for priority annual seasonal influenza vaccination. To improve the vaccination rate we need to know more about influenza vaccine psychographics among indifferent or resistant individuals or the attitudes, beliefs, opinions, and values surrounding their decision not to obtain annual vaccination. This formative research project is based on eight focus group discussions with 74 individuals from groups that do not participate in influenza vaccination at rates similar to the general population and/or are members of identifiable high-risk groups about their perceptions and beliefs about the flu shot. Three audience segments were identified: Plans to Get, Needs More Information, and Makes You Sick Because they have strongly held negative views toward the product, no special intervention should be directed toward the Makes You Sick segment. Since the actual product cannot be changed (vaccine), different aspects of the marketing mix of price, place, and promotion need to be adjusted to influence the Plans to Get and Needs More Information segments to obtain a vaccination. Ideas for appropriate promotional messages are offered.
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