Global pharmaceutical leader

Building a behavioural plan to boost uptake of the tick-borne encephalitis vaccine

Health Research Campaign Consumers Belgium

Challenge

Tick-borne encephalitis (TBE) is spreading across Europe and can cause lasting neurological harm, yet few European travellers know the disease or the vaccine. A global pharmaceutical company asked us to lift TBE vaccine uptake. But vaccination is a complex, multi-layered behaviour: from passive hesitancy to fear of side effects, many barriers sit on the path, and information alone rarely clears them.

Solution

Using our behavioural methodology, we mapped the barriers and enablers to vaccination through a scientific literature review, combined with the client’s existing data. We then selected the proven behavioural techniques most likely to move patients and mapped them across the full vaccination journey, so we knew how, where and when to act. Finally, we organised everything into one coherent intervention plan, targeting patients directly and via healthcare professionals.

Impact

The plan gives the client an A-to-Z blueprint across the entire vaccination journey, working with patients and healthcare professionals at once. It drives every expression of the campaign, from marketing communications to experiential touchpoints like the doctor’s waiting room, replacing one-off education with a holistic, behaviour-led approach.