Case Study: Chatbot intervention to increase flu vaccine uptake
Background
The Challenge
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Historically, seasonal influenza vaccination rates in England have been below the World Health Organization’s recommended level of 75%. In the UK the national average was 45% in the high-risk under 65 years old group.
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The reasons driving vaccine hesitancy are varied and complex, including personal beliefs, and cultural and educational understanding.
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This solution was aimed at the 'hard-to-activate' cohort who have previously received 3 NHS text messages and were yet to book an appointment.
Our Behavior Change Approach
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We developed content that addressed the most common myths and misconceptions driving influenza vaccine hesitancy, in line with current NICE guidelines on interventions to encourage uptake of influenza vaccine and reflecting NHS information to ensure alignment with healthcare provider and public health communications.
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Content was presented in a way to give each person control and choice over how they engaged on each of the topics in the order they found most relevant.
The Solution
Working with consenting UK GP practices and their existing software provider, high-risk, eligible patients were identified for a free flu vaccine. A chatbot solution was developed to activate and engage these identified patients.
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The chatbot targeted patients who were:
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65+ years old
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18+ years old with chronic illness
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Pregnant women who were 18+ years old
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Patients were engaged through a scalable digital chatbot and also through SMS reminders and explainer videos
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The solution addressed:
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Perceived need for the vaccine
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Perceived personal risk from influenza
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Perceived safety of influenza vaccine
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The Impact
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38 practices with below national average vaccine uptake rates across the UK participated
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The total unvaccinated at-risk patients at date of participation was approximately 30,000
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Vaccine uptake increased across all practices for high-risk under 65 years old and over 65 years old groups
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In some Clinical Commissioning Groups, this increase was greater than 10%
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In those people segmented as most hesitant—had received their GP standard messaging/reminders 3 times—the increase in vaccine uptake was 6% following the chatbot intervention
Learn more about our behavior change solutions.