From Vaccines to Vaccination: Building Resilient Coverage through a New Paradigm for Demand

When caregivers are asked why they don't vaccinate their kids, 87% of them state barriers linked to Demand. With advances in measurement, a more sophisticated understanding of how people make decisions, and new technologies, this is a new opportunity to shift the 'demand' paradigm and reach the 87%. Achieving resilient vaccination coverage that is sustained across populations, even through crises, requires a fundamental rethinking of how demand is defined, measured, and shifted.This panel will explore how a focus on Resilient Coverage can reshape the immunization demand ecosystem. Panelists will discuss three mutually reinforcing pillars: 1) Data and Measurement; 2) Behavioral Approaches; and 3) Institutionalization, and how investments in these three pillars can ensure that coverage gains are durable, equitable, and resistant to shocks. Each pillar will be represented by a speaker highlighting new pathways for resilient coverage: innovations in behavioural data and analytics; testing of context-specific behavioural interventions; and embedding behavioural science and gender intentionality into national systems.Together, these approaches aim to move the field beyond outdated IEC models toward evidence-based, context-driven interventions. The session will discuss how this shift can help reduce zero-dose children; strengthen RI, HPV, and measles vaccine coverage; and enable sustained, resilient immunization systems at national and subnational levels.