senior hands

July 15, 2021 I 12:00 p.m. CT

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Individuals may be reluctant to get the COVID-19 vaccine for many reasons. One way hospitals and health systems can increase vaccination rates for their patients, employees and communities is to focus on why people are hesitant. Kaiser Permanente and the California Testing Task Force did just that and produced an eye-opening report that examined what drives attitudes toward vaccines and describes archetypes of vaccine-hesitant individuals. Understanding the roots of vaccine hesitancy allows healthcare organizations to tailor their vaccine communication strategies to their specific communities.

The American Hospital Association, its Society for Health Care Strategy and Market Development, and leaders from Kaiser will discuss the various archetypes of COVID-19 vaccine-hesitant populations and strategies for communicating with them based on their particular mindset and attitude. A second panel discussion among a clinician, strategist and community health professional, will explore how different healthcare professionals can apply these strategies directly to their work.

David Grandy, Vice President, Delivery System Design & Innovation, Kaiser Permanente
Caroline Franz, System Designer, Office of Transformation, Kaiser Permanente
Tom Hanenburg, Senior Vice President, Hospital System Operations, Kaiser Permanente
Marcos Pesquera, System Vice-President, Community Benefit, Health Equity, Diversity & Inclusion, CHRISTUS Health
Alan Shoebridge, Director, Marketing and Communication, Salinas Valley Memorial Healthcare System

Moderator: Diane Weber, Executive Director, Society for Health Care Strategy and Market Development, American Hospital Association