The role of community mobilization in people’s healthcare-seeking behavior during the COVID-19 vaccination journey: select case studies from Madhya Pradesh

Priyanka Das, Santosh Shukla, Vipin Shrivastav, Saurabh Purohit, Deepika Sharma (), Sanjay Dhir, Sushil, Harkabir Singh Jandu, Meenal Kukreja, Mehak Bhatia, Nitin Kothari, Saurabh Sharma, Shyamashree Das, Gunjan Taneja and Raj Shankar Ghosh
Additional contact information
Priyanka Das: Government of Madhya Pradesh
Santosh Shukla: Government of Madhya Pradesh
Vipin Shrivastav: Government of Madhya Pradesh
Saurabh Purohit: Government of Madhya Pradesh
Deepika Sharma: Indian Institute of Technology Delhi
Sanjay Dhir: Indian Institute of Technology Delhi
Sushil: Indian Institute of Technology Delhi
Harkabir Singh Jandu: Clinton Health Access Initiative
Meenal Kukreja: Clinton Health Access Initiative
Mehak Bhatia: Clinton Health Access Initiative
Nitin Kothari: Clinton Health Access Initiative
Saurabh Sharma: Clinton Health Access Initiative
Shyamashree Das: Bill & Melinda Gates Foundation
Gunjan Taneja: Bill & Melinda Gates Foundation
Raj Shankar Ghosh: Bill & Melinda Gates Foundation

Palgrave Communications, 2024, vol. 11, issue 1, 1-11

Abstract: Abstract The purpose of this study is to understand the impact of community mobilization initiatives on citizens’ health-seeking behavior through the lens of COVID-19 vaccination in the state of Madhya Pradesh, India. This study follows a case study approach to understand community mobilization initiatives that led to increased COVID-19 vaccination uptake. The study delineates the process to increase community mobilization to improve the uptake of COVID-19 vaccination. It highlights the key components of community mobilization that were adopted: the involvement of local leadership (at district, block, and village level), support of vaccination/mobilizer team, the role of in-person communication, involvement of influential community heads and social workers, localized strategies and IEC materials, and support from the state administration. Additionally, the key communication themes that played a crucial role in increasing COVID-19 vaccination coverage are identified. The findings of this study will help the policymakers and practitioners in the domains of Health and Medical Humanities, Health Policy and Services, and Social Sciences to clarify the roles of community mobilization activities and initiatives in increasing vaccination coverage. Furthermore, the study provides evidence for the adaptation, integration, and enhancement of these activities based on the four case studies discussed.

Date: 2024
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DOI: 10.1057/s41599-024-03275-z

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