Challenge: To expand its vaccine delivery and other services to immigrants in the US, a major healthcare company wanted to understand attitudes and drivers behind immigrants’ vaccine provider choices. All immigrants going through the naturalization process must complete a physical exam with a Civil Surgeon physician.

Solution:  A two-phase study, starting with a qualitative exploratory among Civil Surgeons, to better understand immigrant vaccine attitudes and behaviors. A follow-up online survey among immigrants who have obtained their green card in the past 3 years, validated and quantified phase I insights related to vaccine mindset, attitudes, and behavior, and reasons and barriers to receiving vaccines from various types of providers as part of the Civil Surgeon exam.

Result: Based on insights and learning across the two phases, Plan-it made recommendations to help build awareness of the health care company’s vaccine services, as well as strategies to make the vaccine process as seamless and straightforward as possible for those going through the green card process.