Helping physicians combat vaccine hesitancy

Creating clear, effective content to educate doctors and overcome patient objections

Moderna partnered with Insurgency to help educate physicians on overcoming patient objections to getting a vaccine. Faced with high vaccine hesitancy in the U.S., Moderna needed an approach that was more than just product promotion—it had to engage healthcare providers and offer valuable, trust-building content. Insurgency developed a user-first content strategy, clear messaging, and role-play animations to guide physicians through patient conversations.