Rethinking Immunization Service Delivery: Applying Social Behavior Change to Service Design and Experience

On 20 October 2026, the Service Experience Workstream of the Vaccination Demand Hub hosted a global webinar on rethinking immunization service delivery through an SBC lens. While immunization barriers are often viewed strictly through a health systems lens, many service delivery challenges—like poor patient experiences, confusing referral processes and even, yes, vaccine cold chain—are fundamentally driven by human behavior. SBC offers critical tools that extend far beyond demand generation and communication. In this webinar, we examined how behavioral and social science can inform system design, reduce friction for both service users and health workers, and ultimately build more effective, people-centered immunization programs.

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