Vaccination Decisions Begin at the Office

As vaccination season approaches, new insights reveal the critical role the workplace plays in shaping healthcare decisions. For pharma advertisers, this is a high-impact opportunity to influence an audience with both high intent and high propensity to act. The results are clear – professionals plan to get vaccinated this fall/winter, get vaccinations during the workday and are influenced by vaccine advertising. Making the office a key point of influence to drive vaccine action.

According to new Captivate | Office Pulse research:

• 7 in 10 professionals plan to get vaccinated this fall/winter.
• Men are more likely than women to get vaccinated (81% vs. 62%).
• Flu shot intent remains strong, especially in the U.S. (70%). Canadian intent sits lower at 52%.

What’s most telling is when and where these decisions happen. Over half of professionals get vaccinated during or right after the workday (56% adults 18-34 and 49% adults 35+). The office has become a natural extension of the healthcare journey – especially when it comes to vaccinations.

That means screens professionals see throughout their day aren’t just media – they’re catyalysts. They deliver timely reminders, build trust, and move people from intention to action.

Additional proof that vaccine advertising plays a measurable role in influencing action includes:

• 63% say vaccine advertising increases awareness.
• 1 in 2 agree it motivates them to take action.
• 36% are likely to ask their doctor about a specific vaccination after seeing an ad.
• Younger audiences (18–34) are especially receptive, with 58% saying vaccine ads help them stay up to date.

For healthcare brands, the implications are clear: reach high propensity audiences where they’re most likely to act – at the office. Captivate puts healthcare advertising on captivating screens in elevators and lobbies of premier office towers across top markets to amplify impact during the moments that matter most.

Learn more about how Captivate connects healthcare brands with high-value professionals.

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