immunizationIn considering social marketing uses and commercial sectorpractices that may have value for addressing vaccine hesitancy, itis important to recognize that public health efforts related to vac-cination often face challenges different from those faced by othermarketers and programs. These challenges can make it difficult,or in some cases, not possible, for immunization programs andother health efforts to apply strategies or tactics found in the com-mercial sector. In discussions with marketing experts, for instance,the Working Group on Vaccine Hesitancy