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Marketing the COVID vaccine faces familiar challenges

December 23, 2020


Not only is the COVID vaccination effort the biggest in U.S. history; the public education campaign launched by DHHS — effectively to market the vaccination — is also large-scale. The Department has budgeted $250 million against a background of widespread mistrust. Some one in four Americans are currently reluctant to take the shots.

It’s a situation familiar to marketers. There’s a vast audience out there, but it’s unlikely to be responsive to just one, singular message (or, for that matter, to a single spokesperson). To better understand the challenge facing this campaign, we spoke with the founder and CEO of DeepIntent, a former Memorial Sloane-Kettering Cancer Center data scientist, Chris Paquette.

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