We created a Vaccine-Readiness Model allowing us to predict individuals most likely to want a COVID-19 vaccine a week before actually seeking one out.
By dynamically identifying and scoring prospects for vaccine readiness - regardless of their previous level of Walgreens engagement – we took into account the wide range of behavioral, cultural, and mindset factors affecting vaccine uptake across the U.S.
We identified the degree of vaccine readiness and vaccine hesitancy and created a model that allowed us to target not just the best prospects. But also, by linking our model to different messaging and the programmatic buying ecosystem, we moved people from ‘hesitant to have a vaccine’ to ‘ready to have a vaccine.’
We then layered store location information and pulled in audiences within the 5-mile radius of Walgreens stores, focusing our messaging on those most likely to make an appointment.