A megastudy of text-based nudges encouraging patients to get vaccinated at an upcoming doctor's appointment
AuthorMilkman, Katherine L
Patel, Mitesh S
Graci, Heather N
Gromet, Dena M
Kay, Joseph S
Lee, Timothy W
Bogard, Jonathan E
Chabris, Christopher F
Chapman, Gretchen B
Choi, James J
Fox, Craig R
Hilchey, Matthew D
John, Leslie K
Madrian, Brigitte C
Meyer, Michelle N
Evans, Chalanda N
Snider, Christopher K
Van den Bulte, Christophe
Volpp, Kevin G
Duckworth, Angela L
AffiliationDepartment of Marketing, Eller College of Management, University of Arizona
MetadataShow full item record
PublisherNational Academy of Sciences
CitationMilkman, K. L., Patel, M. S., Gandhi, L., Graci, H. N., Gromet, D. M., Ho, H., Kay, J. S., Lee, T. W., Akinola, M., Beshears, J., Bogard, J. E., Buttenheim, A., Chabris, C. F., Chapman, G. B., Choi, J. J., Dai, H., Fox, C. R., Goren, A., Hilchey, M. D., … Duckworth, A. L. (2021). A megastudy of text-based nudges encouraging patients to get vaccinated at an upcoming doctor’s appointment. Proceedings of the National Academy of Sciences of the United States of America, 118(20).
RightsCopyright © 2021 the Author(s). Published by PNAS. This open access article is distributed under Creative Commons Attribution-NonCommercialNoDerivatives License 4.0 (CC BY-NC-ND).
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AbstractMany Americans fail to get life-saving vaccines each year, and the availability of a vaccine for COVID-19 makes the challenge of encouraging vaccination more urgent than ever. We present a large field experiment (N = 47,306) testing 19 nudges delivered to patients via text message and designed to boost adoption of the influenza vaccine. Our findings suggest that text messages sent prior to a primary care visit can boost vaccination rates by an average of 5%. Overall, interventions performed better when they were 1) framed as reminders to get flu shots that were already reserved for the patient and 2) congruent with the sort of communications patients expected to receive from their healthcare provider (i.e., not surprising, casual, or interactive). The best-performing intervention in our study reminded patients twice to get their flu shot at their upcoming doctor's appointment and indicated it was reserved for them. This successful script could be used as a template for campaigns to encourage the adoption of life-saving vaccines, including against COVID-19.
NoteOpen access article
VersionFinal published version
Except where otherwise noted, this item's license is described as Copyright © 2021 the Author(s). Published by PNAS. This open access article is distributed under Creative Commons Attribution-NonCommercialNoDerivatives License 4.0 (CC BY-NC-ND).
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