Reward or Motivation? What makes people get themselves vaccinated?
This study tested if a chatbot promoting vaccination with personalized messages and incentives could boost rates. Surprisingly, it found access, not lack of interest, was the main barrier. While the chatbot didn't significantly impact uptake, it revealed valuable insights for future efforts, suggesting that focusing on increasing vaccine availability may be more effective than chatbot interventions alone.
Background and Need for Study
In light of the COVID-19 pandemic, increasing vaccination rates is crucial to reduce case numbers and virus transmission. The CDC estimates significant health benefits even with a marginal increase in vaccination rates. In India, especially among the 18 to 45-year-old demographic, improving vaccination rates is critical.
Project
Current Scenario
India's vaccination campaign initially focused on individuals over 50, later expanding to include younger age groups. Enhancing vaccination rates involves increasing access, incentives, and education about the vaccine's benefits.
Project Focus
This study explores a chatbot for large-scale messaging and minimal incentives to promote vaccination. The research builds on the concept of 'nudging' healthcare providers and potential vaccine recipients, considering behavioral and design constraints.
Previous Research
Prior studies, like those by Stockwell et al., demonstrated improved vaccination rates in children and teenagers through SMS messaging. Similar increases were observed in adults within primary care settings using SMS interventions.
Methodology
Using the Government of India's API, a chatbot was developed to notify users in Chennai of available vaccination slots. Sixty participants were recruited via social media and divided into three groups, each receiving different types of messaging: incentive-based, positive pro-vaccination messaging, and a control group with only slot availability updates.
Results
Post-intervention polling via the chatbot assessed vaccination bookings. Group 1, receiving incentive messages, and Group 2, receiving positive messaging, did not significantly outperform the control group in vaccination bookings, indicating limited slot availability was a key barrier.
Limitations & Biases
Potential biases included message neglect, limited vaccine availability, and varying participant behavior over the intervention period. The study's outcome was also influenced by personal vaccine preferences among participants.
Conclusion
Despite a high interest in vaccination (73% of participants), only 13% managed to get vaccinated, highlighting the challenge of limited vaccine accessibility. Incentives did not significantly drive vaccination interest, suggesting that accessibility is a more critical factor than promotional strategies. Future research extending over a longer period with abundant vaccine supply could more accurately assess the impact of incentivized and positive messaging. This study lays the groundwork for understanding vaccination motivation and preparing for future public health challenges.