Two randomized control trials conducted in the Netherlands show text messages can increase COVID-19 vaccine uptake, especially if they are formulated with a message using ownership words, such as "your vaccine is ready."
The study, published this week in Vaccine, analyzed outcomes after different types of text messages were sent to 140,973 study participants. All participants were eligible for the COVID-19 booster but did not yet obtain it from the Dutch Public Health Service by January 24, 2022.
The authors established that text messages sent with an ownership frame, "your [vaccine] is ready for you," were associated with more vaccine uptake compared to no texts (odds ratio [OR], 1.28; 99% confidence interval [CI], 1.03 to 1.59).
Adding specifics helps
Uptake improved further if the ownership frame texts included specifics, such as when and where vaccines were currently available.
"Text message reminders are able to increase vaccine uptake. Based on this study, a tailored text message reminder ('dear [name]'), with an ownership frame ('your [vaccine] is ready for you') and a specific date, time and location is more effective than no message, and often a basic message, also on a longer-term," the authors said.
The authors also found that text messages that prompted a "yes" or "no" response—indicating an intention to take the vaccine—moderated the effect of message variant on actual vaccine uptake, (OR, 2.86; 99% CI, 2.14 to 3.82).
Because text messages demonstrate no notable disadvantages, we advise Public Health authorities to include this effective intervention in their vaccination campaign strategies.
"Because text messages demonstrate no notable disadvantages, we advise Public Health authorities to include this effective intervention in their vaccination campaign strategies," the authors concluded.