Advertising at Home and Work Drives Vaccine Action
As fall and winter vaccination season approaches, new insights reveal a powerful truth: healthcare decisions don’t just happen in the exam room – they happen throughout the day, across the places where people live and work. For pharma advertisers, this creates a high‑impact opportunity to influence audiences with both high intent and high propensity to act.
Captivate | Office Pulse research shows professionals are primed to get vaccinated – and highly receptive to vaccine messaging:
- 7 in 10 professionals plan to get vaccinated this fall/winter.
- Men show higher intent than women (81% vs. 62%).
- Flu shot intent remains strong in the U.S. (70%) and more moderate in Canada (52%).
Where Decisions Happen: At Home and During the Workday
What’s most telling is when and where people choose to get vaccinated. Over half of professionals get vaccinated during or right after the workday (56% adults 18–34; 49% adults 35+). The office has become a natural extension of the healthcare journey – especially for vaccinations.
But the influence doesn’t stop there. Home environments also play a critical role, offering long‑dwell, distraction‑light moments where people are more receptive to health messaging. Screens in residential buildings deliver repeated exposure, reinforcing awareness and nudging people toward action before they even start their day.
Together, home + work form a powerful dual‑environment strategy:
- Home builds early‑day awareness and primes intent.
- Work delivers timely reminders when people are already in motion and more likely to act.
Why Long‑Dwell Environments Matter
Screens people see throughout their day aren’t just media – they’re catalysts. In elevators, lobbies, and residential common areas, viewers are stationary, attentive, and more likely to absorb messaging. These environments:
- Deliver high attention and repeated exposure
- Reinforce trust and credibility
- Move people from intention → action
Vaccine Advertising Works – And the Data Proves It
Additional research highlights the measurable impact of vaccine advertising:
- 63% say vaccine advertising increases awareness
- 1 in 2 say 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 ads help them stay up to date
This makes both home and workplace environments essential for staying top of mind -especially for younger, action‑oriented audiences.
The Takeaway for Healthcare Brands
To drive vaccination this season, reach high‑propensity audiences where decisions are made and reinforced: at home and at work.
Captivate delivers healthcare advertising across premium office towers and residential buildings in top markets—placing your message in front of professionals during the moments that matter most. With long‑dwell environments, contextual relevance, and high attention, Captivate keeps your brand top of mind and helps move people from awareness to action.
Learn more about how Captivate connects healthcare brands with audiences primed to get vaccinated.
