Abstract
Objectives
To examine characteristics of personas related to vaccination via a multi-state survey, to better inform strategies to address vaccine hesitancy, foster trust, and promote equitable health outcomes across diverse communities.
Methods
Through a CDC-funded initiative, the University of Florida coordinated and participated with eight partner institutions to increase vaccination uptake and address vaccination hesitancy through trust-building. PANDEMIC (Program to Alleviate National Disparities in Ethnic and Minority Immunizations in the Community) developed an anonymous Survey of Perceptions (SoP), which assessed community perspectives on vaccination. Associations examined persona and gender, state where the interview was conducted, rurality, race/ethnicity, COVID-19 vaccination status, and trusted sources of vaccination information.
Results
From September 18, 2023, to October 3, 2024, over 5,500 participants were surveyed through the SoP to assess general viewpoints on vaccination, with five personas characterized: Enthusiast (58.6%), Watchful (21.0%), Cost-Anxious (10.0%), Skeptic (6.2%), and System Distruster (4.2%). Group comparisons were made using the Kruskal–Wallis rank sum test for continuous variables, and Chi-square tests for categorical variables to assess associations between demographic characteristics and vaccination personas.
Conclusions
Understanding vaccination personas and their predictors may provide a framework for designing targeted public health interventions. By addressing the distinct concerns and motivations of each persona, public health strategies promote equitable health outcomes and increase vaccine uptake across diverse populations.
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Details
1 University of Florida, Department of Epidemiology, College of Public Health and Health Professions and College of Medicine, Gainesville, USA (GRID:grid.15276.37) (ISNI:0000 0004 1936 8091)
2 University of Florida Center for Health Equity and Research Engagement, Jacksonville, USA (GRID:grid.15276.37) (ISNI:0000 0004 1936 8091)
3 University of Minnesota, Department of Family Medicine and Community Health, UMN Medical School, Minneapolis, USA (GRID:grid.17635.36) (ISNI:0000000419368657)
4 University of Kentucky, College of Nursing, Lexington, USA (GRID:grid.266539.d) (ISNI:0000 0004 1936 8438)
5 University of Florida, Department of Family, Youth and Community Sciences, College of Agricultural and Life Sciences, Institute of Food and Agricultural Sciences, Gainesville, USA (GRID:grid.15276.37) (ISNI:0000 0004 1936 8091)
6 Florida State University, Department of Family Medicine and Rural Health, Tallahassee, USA (GRID:grid.255986.5) (ISNI:0000 0004 0472 0419)
7 University of Missouri, Department of Family and Community Medicine, School of Medicine, Columbia, USA (GRID:grid.134936.a) (ISNI:0000 0001 2162 3504)
8 Albert Einstein College of Medicine, Department of Family and Social Medicine, Bronx, USA (GRID:grid.251993.5) (ISNI:0000 0001 2179 1997)
9 University of California, Center for Reducing Health Disparities, Davis, USA (GRID:grid.27860.3b) (ISNI:0000 0004 1936 9684)
10 University of Texas Southwestern Medical Center, Peter O’Donnell Jr. School of Public Health, Dallas, USA (GRID:grid.267313.2) (ISNI:0000 0000 9482 7121)
11 Florida State University, Department of Behavioral Sciences and Social Medicine, Tallahassee, USA (GRID:grid.255986.5) (ISNI:0000 0004 0472 0419)
12 Health Literacy Media, St. Louis, USA (GRID:grid.255986.5)