AI-powered persona mapping increased vaccine uptake by 35%, delivering ~$1.5M in direct revenue and efficiency savings, while reducing public health risks by an estimated $5M.
- 35% increase in vaccine uptake among hesitant groups
- $1.5M in combined revenue gains and campaign efficiency savings
- $5M in avoided downstream healthcare costs from reduced hospitalizations
Business Context
The provider faced a public health challenge: persuading hesitant populations to get vaccinated. Generic, one-size-fits-all messaging campaigns created inefficiencies and limited impact:
- Ineffective Campaigns: Broad outreach failed to resonate with hesitant groups.
- Low Adoption: Hesitant populations undermined herd immunity goals.
- High Costs: Significant resources spent on mass messaging with poor returns.
- Trust Gaps: Skeptical patients disengaged, eroding credibility.
- Public Health Risk: Uneven vaccination rates left communities vulnerable.
Solution
Forte Group developed an AI-powered Persona Mapper to reveal the underlying motivations and concerns of hesitant populations.
Key components included:
- Persona Identification: AI combined demographic, behavioral, and sentiment data to segment hesitant groups.
- Targeted Messaging: Tailored campaigns addressed unique motivators (safety, community responsibility, convenience).
- Channel Optimization: Matched personas with preferred communication platforms.
- Trust-Building Communication: Humanized outreach with empathetic, transparent content.
- Feedback & Iteration: Campaign results refined the model for greater accuracy over time.
- Staff Enablement: Freed teams from mass campaigns, focusing them on high-impact, persona-specific engagement.
Results & Value Delivered
- 35% increase in vaccine uptake among hesitant groups
- $945K in added provider revenue from new vaccinations
- $600K–$750K in reduced campaign waste through efficient targeting
- $5M in avoided healthcare costs by reducing preventable hospitalizations
- Improved public trust and credibility, strengthening the provider’s role as a reliable health partner
- Staff redeployed to high-value engagement, focusing on communities most at risk