---
title: "Costs and engagement: Promoting a personalized vaccine website via social media versus local outre"
id: "pubmed-42759248"
canonical_url: "https://medichelpline.com/clinical-feed/pubmed-42759248"
content_type: "clinical_feed_article"
specialty: "Pharmacology"
source_name: "PubMed / NCBI"
source_url: "https://pubmed.ncbi.nlm.nih.gov/42759248/"
doi: "10.1016/j.vaccine.2026.129161"
published_at: "2026-10-24T00:00:00.000Z"
evidence_level: "Journal Article"
license: "CC-BY-NC-4.0 / Informational Use"
---
# Costs and engagement: Promoting a personalized vaccine website via social media versus local outre
## Provenance & Clinical Metadata
- **Canonical URL:** https://medichelpline.com/clinical-feed/pubmed-42759248
- **Specialty:** [Pharmacology](https://medichelpline.com/clinical-feed/pharmacology.md)
- **Primary Source:** PubMed / NCBI
- **Source URL:** [Original Journal Publication](https://pubmed.ncbi.nlm.nih.gov/42759248/)
- **DOI:** [10.1016/j.vaccine.2026.129161](https://doi.org/10.1016%2Fj.vaccine.2026.129161)
- **Published At:** 2026-10-24T00:00:00.000Z
- **Evidence Rating:** Journal Article
## Executive GIST (TL;DR)
- Investigators evaluated promotion of the personalized vaccine site **LetsTalkShots** using two dissemination strategies: paid social media ads and local outreach conducted by five public health departments. - The study compared cost-effectiveness metrics rather than clinical endpoints; data indicated social media produced a low cost per click, while local outreach yielded a lower cost per completed question set on LetsTalkShots.org. - The intervention site provides **tailored, evidence-based vaccine information**, including personal narratives, citations to credible sources, and animation; the source reported these content features without specifying exact formats or dosing-type details. - Content engagement varied by topic: the cohort showed particularly low engagement for **COVID** content, which the authors suggested could reflect pandemic fatigue or negative perceptions of the COVID vaccine. - Engagement was highest for **RSV** content, plausibly because RSV represented a newer vaccine topic and audiences sought timely, credible information. - Authors observed that social media and localized outreach each have roles in vaccine communication; the study reported that relevance and timeliness of content affected user engagement. - The source did not report detailed numeric metrics, sample sizes, or precise campaign budgets in the abstract; those specific methodological and quantitative details were not provided in the source excerpt. - Keywords identified by the authors included Advertising, Communications, Outreach, Social media, Vaccine hesitancy, and Vaccines. - The study is a dissemination and implementation comparison rather than a clinical trial; investigators focused on reach, engagement, and cost metrics for two promotion channels. - Limitations noted in the abstract include variable topic interest across vaccines and implied constraints on engagement measurement for certain topics; the abstract did not list additional study limitations or next regulatory milestones.
## Clinical Analysis & Structured Key Points
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Epub 2026 Sep 18. # Promoting a personalized vaccine information website through social media and local outreach: a dissemination and implementation study [Amanda Forr](https://pubmed.ncbi.nlm.nih.gov/?term=Forr+A&cauthor_id=42759248)[ 1 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-1 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Element A Strategy, Hershey, PA 17033, USA."), [Daniel A Salmon](https://pubmed.ncbi.nlm.nih.gov/?term=Salmon+DA&cauthor_id=42759248)[ 2 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-2 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA."), [Shaniya H Markalanda](https://pubmed.ncbi.nlm.nih.gov/?term=Markalanda+SH&cauthor_id=42759248)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-3 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA."), [Ann Joseph](https://pubmed.ncbi.nlm.nih.gov/?term=Joseph+A&cauthor_id=42759248)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-3 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA."), [Rachel Aeschliman](https://pubmed.ncbi.nlm.nih.gov/?term=Aeschliman+R&cauthor_id=42759248)[ 4 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-4 "Williams County Health Department, 310 Lincoln Ave, Montpelier, OH 43543, USA."), [Jacqueline Lawler](https://pubmed.ncbi.nlm.nih.gov/?term=Lawler+J&cauthor_id=42759248)[ 5 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-5 "Orange County Department of Health, 124 Main Street, Goshen, NY 10924, USA."), [Lynelle Phillips](https://pubmed.ncbi.nlm.nih.gov/?term=Phillips+L&cauthor_id=42759248)[ 6 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-6 "Department of Public Health/University of Missouri, University of Missouri, 705 Lewis Hall, Columbia, MO 65211, USA."), [Jamie Moore](https://pubmed.ncbi.nlm.nih.gov/?term=Moore+J&cauthor_id=42759248)[ 7 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-7 "Monongalia County Health Department, 453 Van Voorhis Rd, Morgantown, WV 26505, USA."), [Janesse Brewer](https://pubmed.ncbi.nlm.nih.gov/?term=Brewer+J&cauthor_id=42759248)[ 8 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-8 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA."), [Michelle Goryn](https://pubmed.ncbi.nlm.nih.gov/?term=Goryn+M&cauthor_id=42759248)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-3 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA."), [Matthew Z Dudley](https://pubmed.ncbi.nlm.nih.gov/?term=Dudley+MZ&cauthor_id=42759248)[ 9 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#full-view-affiliation-9 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. Electronic address: mattdudley@jhu.edu.") Affiliations Expand ### Affiliations * 1 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Element A Strategy, Hershey, PA 17033, USA. * 2 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. * 3 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA. * 4 Williams County Health Department, 310 Lincoln Ave, Montpelier, OH 43543, USA. * 5 Orange County Department of Health, 124 Main Street, Goshen, NY 10924, USA. * 6 Department of Public Health/University of Missouri, University of Missouri, 705 Lewis Hall, Columbia, MO 65211, USA. * 7 Monongalia County Health Department, 453 Van Voorhis Rd, Morgantown, WV 26505, USA. * 8 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. * 9 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. Electronic address: mattdudley@jhu.edu. * PMID: **42759248** * DOI: [ 10.1016/j.vaccine.2026.129161 ](https://doi.org/10.1016/j.vaccine.2026.129161) Item in Clipboard # Promoting a personalized vaccine information website through social media and local outreach: a dissemination and implementation study Amanda Forr et al. Vaccine. 2026. Show details Display options Display options Format Abstract PubMed PMID Vaccine Actions * [ Search in PubMed ](https://pubmed.ncbi.nlm.nih.gov/?term=%22Vaccine%22%5Bjour%5D&sort=date&sort_order=desc) * [ Search in NLM Catalog ](https://www.ncbi.nlm.nih.gov/nlmcatalog?term=%22Vaccine%22%5BTitle+Abbreviation%5D) * [ Add to Search ](https://pubmed.ncbi.nlm.nih.gov/42759248/) . 2026 Oct 24:92:129161. doi: 10.1016/j.vaccine.2026.129161. Epub 2026 Sep 18. ### Authors [Amanda Forr](https://pubmed.ncbi.nlm.nih.gov/?term=Forr+A&cauthor_id=42759248)[ 1 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-1 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Element A Strategy, Hershey, PA 17033, USA."), [Daniel A Salmon](https://pubmed.ncbi.nlm.nih.gov/?term=Salmon+DA&cauthor_id=42759248)[ 2 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-2 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA."), [Shaniya H Markalanda](https://pubmed.ncbi.nlm.nih.gov/?term=Markalanda+SH&cauthor_id=42759248)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-3 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA."), [Ann Joseph](https://pubmed.ncbi.nlm.nih.gov/?term=Joseph+A&cauthor_id=42759248)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-3 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA."), [Rachel Aeschliman](https://pubmed.ncbi.nlm.nih.gov/?term=Aeschliman+R&cauthor_id=42759248)[ 4 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-4 "Williams County Health Department, 310 Lincoln Ave, Montpelier, OH 43543, USA."), [Jacqueline Lawler](https://pubmed.ncbi.nlm.nih.gov/?term=Lawler+J&cauthor_id=42759248)[ 5 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-5 "Orange County Department of Health, 124 Main Street, Goshen, NY 10924, USA."), [Lynelle Phillips](https://pubmed.ncbi.nlm.nih.gov/?term=Phillips+L&cauthor_id=42759248)[ 6 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-6 "Department of Public Health/University of Missouri, University of Missouri, 705 Lewis Hall, Columbia, MO 65211, USA."), [Jamie Moore](https://pubmed.ncbi.nlm.nih.gov/?term=Moore+J&cauthor_id=42759248)[ 7 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-7 "Monongalia County Health Department, 453 Van Voorhis Rd, Morgantown, WV 26505, USA."), [Janesse Brewer](https://pubmed.ncbi.nlm.nih.gov/?term=Brewer+J&cauthor_id=42759248)[ 8 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-8 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA."), [Michelle Goryn](https://pubmed.ncbi.nlm.nih.gov/?term=Goryn+M&cauthor_id=42759248)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-3 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA."), [Matthew Z Dudley](https://pubmed.ncbi.nlm.nih.gov/?term=Dudley+MZ&cauthor_id=42759248)[ 9 ](https://pubmed.ncbi.nlm.nih.gov/42759248/#short-view-affiliation-9 "Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. Electronic address: mattdudley@jhu.edu.") ### Affiliations * 1 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Element A Strategy, Hershey, PA 17033, USA. * 2 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. * 3 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA. * 4 Williams County Health Department, 310 Lincoln Ave, Montpelier, OH 43543, USA. * 5 Orange County Department of Health, 124 Main Street, Goshen, NY 10924, USA. * 6 Department of Public Health/University of Missouri, University of Missouri, 705 Lewis Hall, Columbia, MO 65211, USA. * 7 Monongalia County Health Department, 453 Van Voorhis Rd, Morgantown, WV 26505, USA. * 8 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. * 9 Institute for Vaccine Safety, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD 21205, USA; Department of International Health, Johns Hopkins Bloomberg School of Public Health, 615 N. Wolfe Street, Baltimore, MD, USA. Electronic address: mattdudley@jhu.edu. * PMID: **42759248** * DOI: [ 10.1016/j.vaccine.2026.129161 ](https://doi.org/10.1016/j.vaccine.2026.129161) Item in Clipboard Full text links Cite Display options Display options Format Abstract PubMed PMID Linked Discoveries ## Abstract Vaccine hesitancy is a major public health problem, with social media playing a crucial role in the spread of reliable vaccine information, as well as misinformation and disinformation. LetsTalkShots is a website that offers tailored, evidence-based vaccine information including personal narratives, credible sources, and animation. We compared the cost of promoting LetsTalkShots through outreach efforts of five local public health departments versus a paid social media campaign targeting the same five communities. Social media ads drove traffic at a low cost per click, though local outreach efforts achieved a lower cost per completed question set at LetsTalkShots.org. Content engagement was particularly low for COVID-related topics, perhaps due to pandemic fatigue or negative perceptions of the COVID vaccine. Engagement was highest for RSV content, perhaps because it was a new vaccine about which people were seeking credible, relevant information. Social media and localized outreach can aid vaccine communication efforts, especially when content is relevant and timely. **Keywords:** Advertising; Communications; Outreach; Social media; Vaccine hesitancy; Vaccines. Copyright ©
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