Analysis of the marketing strategies of the national vaccination movement in the municipality of Urussanga – SC

Abstract

This study focuses on an analysis of the National Vaccination Movement (NVM) in the municipality of Urussanga, exploring the marketing strategies used during the first three months of the campaign. The research aims to analyze the results of the strategies used by the Ministry of Health to promote the campaign, with the intention of contributing to the improvement of awareness and vaccination promotion strategies. The justification for this study lies in the intrinsic importance of the NVM and its direct relationship with public health and population immunization. Challenges such as misinformation and fake news present significant obstacles to adherence to vaccination campaigns, as observed during the COVID-19 pandemic. Therefore, this research seeks to offer valuable insights to confront these challenges and ensure that the population has access to accurate information about vaccines.

The methodology adopted involves a mixed-methods approach, combining the collection of both quantitative and qualitative data. Questionnaires were distributed to health professionals, community members, and vaccination campaign users, and interviews were conducted with public health coordinators. The analysis covered the first three months of the NVM campaign, allowing for a detailed evaluation of this crucial period. The research results highlighted the importance of public awareness regarding vaccination, the fight against misinformation, and the constant presence of effective marketing strategies, such as the use of social media. This study not only contributes to the improvement of vaccination campaigns in Urussanga but can also serve as a reference for future research in the fields of health and marketing strategies. In summary, the study on the NVM in Urussanga aims to promote a future with greater protection against vaccine-preventable diseases, ensuring that the population has access to reliable and effective information for their health and well-being.