# Vaccine preferences and their role for vaccine confidence and uptake: a meta-ethnography

## TL;DR

This study explores how people's preferences for vaccine characteristics influence their confidence and willingness to get vaccinated.

## Contribution

The paper introduces a meta-ethnographic synthesis of qualitative data on vaccine preferences using the 4Ps marketing framework.

## Key findings

- Vaccine preferences are shaped by perceived product quality, safety, and origin.
- Convenience of vaccination locations and delivery methods is a key factor in vaccine acceptance.
- Promotional strategies and information sources significantly influence vaccination decisions.

## Abstract

Vaccine confidence and uptake are influenced by individuals’ preferences regarding vaccine composition, quality, or administration pathways. However, literature synthesizing available qualitative insights into individuals’ vaccine preferences remains limited. We therefore conducted a meta-ethnographic systematic review of the qualitative literature on vaccine preferences to identify opportunities for enhancing vaccine confidence and uptake. We implemented a comprehensive search strategy and screened 5,528 studies across seven research databases published between 2001 and 2023. We identified and synthesized 97 qualitative articles to delineate factors influencing consumers’ vaccine preferences. Our findings revealed four primary domains shaping individuals’ vaccine preferences: Product, Place, Price, and Promotion. First, individuals’ preferences for vaccines often hinge on perceived quality and safety of the product itself, which can, for example, be associated with vaccine brand or origin, especially in the case of novel vaccines. Second, people prioritize convenience in terms of vaccination sites and delivery methods (wanting vaccinations offered at their doorstep or in local peripheral clinics); evidence regarding preferred groups to administer the vaccines was mixed. Third, the price of vaccines and the secondary costs associated with vaccination played a role in uptake considerations. Finally, both the sources of information (such as healthcare workers, community volunteers, and religious authorities) and the methods of promoting vaccine information (including face-to-face consultations during clinic visits and the distribution of leaflets or banners), emerged as crucial factors shaping decision-making processes. Overall findings highlight the importance of addressing multifaceted preferences to enhance vaccine confidence and uptake. By understanding individuals’ vaccine preferences, strategic recommendations can be developed to optimize vaccination programs and ensure acceptability and utilization.

Main findings: This review highlights key factors that influence vaccine preferences, such as the quality of the product, accessibility of vaccination sites, pricing considerations, and the effectiveness of promotional efforts.Added knowledge: We provide an in-depth analysis of how marketing principles, particularly the 4Ps (Product, Place, Price, Promotion) can shape the acceptance and utilization of vaccines among the public.Global health impact for policy and action: These valuable insights offer essential guidance for policymakers and healthcare providers to develop reliable interventions that can bolster vaccine confidence, increase uptake, and eventually improve global vaccination coverage.

Main findings: This review highlights key factors that influence vaccine preferences, such as the quality of the product, accessibility of vaccination sites, pricing considerations, and the effectiveness of promotional efforts.

Added knowledge: We provide an in-depth analysis of how marketing principles, particularly the 4Ps (Product, Place, Price, Promotion) can shape the acceptance and utilization of vaccines among the public.

Global health impact for policy and action: These valuable insights offer essential guidance for policymakers and healthcare providers to develop reliable interventions that can bolster vaccine confidence, increase uptake, and eventually improve global vaccination coverage.