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