As more Americans receive their COVID-19 vaccines, parents are evaluating vaccine options for their children.

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DOCUMENT INTENDED TO PROVIDE INSIGHT
RATHER THAN SPECIFIC CLIENT ADVICE
Updated: May 7, 2021
2021 Consumer Health
Insights: COVID-19
Survey Fact Pack

2. McKinsey & Company 2
As more Americans have been able to receive the COVID-19 vaccine in the past month, fewer respondents in the latest McKinsey Consumer Survey are “Cautious”
(11 percent) or “Unlikely” (14 percent) to receive the vaccine. The research found that those respondents remaining in the “Cautious” and “Unlikely” segments have
said they have concerns about the safety of the vaccine and potential side effects. Across these segments, there was greater interest in receiving a COVID-19
vaccine should they be able to choose which vaccine they receive, have access to their preferred site of care to receive the vaccine (for example, a doctor’s office),
and if employed, have paid time off to receive the vaccine and for possible recovery days should they experience side effects.
These insights draw upon findings from McKinsey’s Consumer Surveys from April 24–May 3, March 15–22, February 8–12, January 4–11, 2021, and in 2020,
November 20–December 6, October 22–26, September 5–7, July 11–14, June 4–8, May 15–18, April 25–27, April 11–13, March 27–29, and March 16–17.
These materials are preliminary and non-exhaustive and are being made available on a non-exclusive basis solely for information purposes in response to the urgent
need for measures to address the COVID-19 crisis. They reflect general insight and may present potential options for consideration based on currently available
information, which is inherently uncertain and subject to change, but do not contain all of the information needed to determine a future course of action. The insights
and concepts included in these materials have not been validated or independently verified. References to specific products or organizations are solely for illustration
and do not constitute any endorsement or recommendation. These materials do not constitute, and should not be interpreted as, policy, accounting, legal, medical,
tax or other regulated advice, or a recommendation on any specific course of action. These materials are not a guarantee of results and cannot be relied upon.
Future results may differ materially from any statements of expectation, forecasts or projections. Particularly in light of rapidly evolving conditions, these materials are
provided “as is” without any representation or warranty, and all liability is expressly disclaimed for any loss or damage of any kind. The recipient is solely responsible
for all of its decisions, use of these materials, and compliance with applicable laws, rules and regulations. Consider seeking advice of legal and other relevant
certified/licensed experts prior to taking any specific steps.

3. McKinsey & Company 3
CURRENT AS OF MAY 2, 2021
Take-aways
from the
insights
Actions to consider now
Build detailed understanding of consumer segments and sentiment to inform
consumer solutions with robust data, survey research, and up-to-date media listening
capabilities. Identifying the unique attitudes and barriers for each consumer segment
will be critical to effectively communicate and engage with consumers to overcome
barriers (for example, to receive care, to get a COVID-19 vaccine).
Identify priority journeys and define approach to personalized engagement. For
example, cut through message fatigue, complacency, and dis- and misinformation in
today’s fragmented news and media environment by identifying trusted messengers,
trusted channels, and supplying the right messages and actions in formats that will
speak to each consumer on a local, personal level for the things that matter most to
them (for example, choice to get vaccinated, feel safe to return to in-person care).
Appropriately engage consumers in an omni-channel approach. As consumers
have begun to leverage digital solutions and telehealth, enhanced capabilities are
needed to meet consumer and provider needs and to embed digital engagement and
virtual care in the care journey.
Set up an agile consumer engagement center to outreach to consumers in a rapid
and impact-oriented approach, using customer triggers to optimize the timing, content,
offer, and design of every experience, leveraging advanced analytics and consumer
insight. This requires building capabilities to support agile delivery and rapid test and
learn and strong measurement capabilities.
3
McKinsey & Company

4. McKinsey & Company 4
COVID-19 vaccination: ‘Cautious’ segment
continues to decline and ‘unlikely’ segment
is steady.
Likelihood to receive COVID-19 vaccine
Percent of respondents (age 18+)
18 19 16 15 14
45 41
23
17
11
37 38
43
32
16
18
36
59
Dec 6
2
Jan 15
2,506
Feb 19 Mar 21 May 2
100% = 2,467 2,332 2,724 3,107
Already vaccinated Interested Cautious Unlikely
1. Percentage point.
QVAX1b. Under which timeframe of COVID-19 vaccine availability would you be most likely to get vaccinated?
17%
Medicaid respondents remain cautious and
27% say they are unlikely to get vaccinated
8 pp1
Difference in ‘unlikely’ response rate
between women (18%) and men (10%)
23%
Stay-at-home parent respondents cautious
about getting vaccinated
Survey date
Source: McKinsey Consumer Health Insights 5/2/2021
31%
Uninsured respondents say they are
unlikely to get vaccinated
CURRENT AS OF MAY 2, 2021
4
McKinsey & Company

5. McKinsey & Company 5
65% Females
Where they are getting information
on COVID-19 vaccines today?
Sources of information that they say most
influence whether to get a COVID-19 vaccine
Ability to pick the vaccine brand that they would get
Ability to get a vaccine at the place or provider they trust
Employer-based incentives—paid time off to get the vaccine as well as additional
time due to side effects from vaccine
~30%-40% of respondents reported that they would be more likely
to get a COVID-19 vaccine with the following approaches
Ability for walk in without an appointment
Concerned about getting the vaccine: while
biggest concerns are safety related (73%),
~30% of respondents said they received the flu
vaccine in 2019-20 flu season and are
generally receptive to a COVID-19 vaccine
(eg, 30%-40% say they are likely to get the
vaccine if constraints are addressed through
employer-based incentives)1
COVID-19 vaccination: Overview of the ‘Cautious’ segment.
CURRENT AS OF MAY 2, 2021
Source: McKinsey Consumer Health Insights 5/2/2021
37%
41%
38%
Family
members
36%
Friends
CDC
guidance
Local news
Physician
Family members
CDC guidance 12%
Local news
16%
9%
16%
53% Under 40 years
57% <$50k annual income
69% White or Caucasian
21% Of Hispanic, Latino, or Spanish origin
31% Have Medicaid coverage or are uninsured
1. Survey respondents answered each survey question individually across different topics such as how COVID-19 is affecting consumers’ daily activities, ability
to receive healthcare, their mental health and well-being, their COVID-19 testing behavior, and COVID-19 vaccination history, perceptions, and attitudes.
51% Not employed

6. McKinsey & Company 6
Where they are getting information
on COVID-19 vaccines today?
Sources of information that they say most
influence whether to get a COVID-19 vaccine
Employer-based incentives (if employed)—employer offering compensation and
rewards for getting vaccinated, paid time off to get the vaccine, as well as additional
time off due to side effects from vaccine
~10% of respondents reported that they would be more likely to get a
COVID-19 vaccine with the following approaches
Ability to pick the vaccine brand that they would get
Unlikely to get a COVID-19 vaccine: biggest
concerns are safety related—34% worry about long-
term side effects and have strong beliefs about
not getting the vaccine (14% don’t like being told
what to do, 11% believe COVID-19 is a hoax);
generally less receptive to a COVID-19 vaccine
(79% did not get a flu vaccine in the 2019-20 flu
season; ~5-10% responded they were more likely
to receive the vaccine across tested approaches)1
COVID-19 vaccination: Overview of the ‘Unlikely’ segment.
CURRENT AS OF MAY 2, 2021
Source: McKinsey Consumer Health Insights 5/2/2021
34%
Local news
Family
members
36%
Friends
CDC
guidance
30%
29%
Family members 18%
None
Local news
17%
Physician
10%
10%
65% Females
43% Under 40 years
63% <$50k annual income
73% White or Caucasian
15% Of Hispanic, Latino, or Spanish origin
37% Have Medicaid coverage or are uninsured
56% Not employed
1. Survey respondents answered each survey question individually across different topics such as how COVID-19 is affecting consumers’ daily activities, ability
to receive healthcare, their mental health and well-being, their COVID-19 testing behavior, and COVID-19 vaccination history, perceptions, and attitudes.

7. McKinsey & Company 7
COVID-19 vaccination: Potential approaches in which ‘Cautious’
and ‘Unlikely’ respondents identified interest.
CURRENT AS OF MAY 2, 2021
1. Asked only for employed respondents.
QVAX_LIKELIHOOD: How would each of the following affect your likelihood to get a vaccination for COVID-19? Scale of 1 (significantly more likely) to 5
(significantly less likely).
Source: McKinsey Consumer Health Insights 5/2/2021
Likelihood to get vaccinated by tactic, top choices
43
34
26
34
31
31
40
36
32
19
My employer offering paid time off to get the vaccine1
The ability to pick the vaccine brand that I would get
The ability to get the vaccine at a place or provider that I trust
Vaccination sites I can easily get to
Text or video chat with a doctor (eg, consult with a
doctor directly to share your concerns about the vaccine)
Ability for walk in without an appointment
Your doctor offers vaccine services (eg, schedule appointments
directly with your doctor, ask your questions, get follow ups
My employer offering paid time off if I need
additional time off due to side effects from the vaccine1
My employer offering compensation to get vaccinated1
Free or reduced priced transportation to and
from the vaccination site
Cautious, % respondents
n = 337 overall, n = 163 employed respondents
Unlikely, % respondents
n = 441 overall, n = 192 employed respondents
Choice
Cost
Convenience
10
7
7
5
8
9
12
12
13
7
My employer offering paid time off to get the vaccine1
The ability to pick the vaccine brand that I would get
My employer offering paid time off if I need
additional time off due to side effects from the vaccine1
The ability to get the vaccine at a place or provider that I trust
Text or video chat with a doctor (eg, consult with a
doctor directly to share your concerns about the vaccine)
Your doctor offers vaccine services (eg, schedule appointments
directly with your doctor, ask your questions, get follow ups
Vaccination sites I can easily get to
Ability for walk in without an appointment
My employer offering compensation to get vaccinated1
Free or reduced priced transportation to and from the vaccination site
Percent of respondents indicating “significantly more likely” and “slightly more likely” for select approaches

8. McKinsey & Company 8
COVID-19 vaccination: Physician relationship important for vaccination
location and source of advice for ‘Cautious’ and ‘Unlikely’ segments.
CURRENT AS OF MAY 2, 2021
29
20
16 15
11
9
10
12
5 5 5
3
I don’t know
Doctor’s
office or other
outpatient
facility
Retail
pharmacy
Hospital Urgent
care center
Drive through
vaccination
site
QVAX1bb. Where would you want to get a Coronavirus/COVID-19 vaccine? (Select all that apply.)
QVAX1C. Whose advice is most important to you in your decision about whether or not to get vaccinated for COVID-19? (Select your top 5.)
Source: McKinsey Consumer Health Insights 5/2/2021
Cautious Unlikely
Desired vaccination location
Percent of respondents selecting each option, n = 337 ‘cautious’ and n = 441 ‘unlikely’
Most important source of advice
Percent of respondents selecting option,
n = 337 ‘cautious’ and n = 441 ‘unlikely’
My
physician
CDC
Family
members
No one,
make my
own decision
4
16
62
11
14
22
27
32

9. McKinsey & Company 9
~50%
Likelihood of parents to
have children vaccinated if
child in house is 5-11 or
12-15 years old
~40%
Parents likely to have
children vaccinated if
child in house is 4 years
old or younger
COVID-19 vaccination: Approximately half of
respondents with children living at home say they are
likely to have their children vaccinated.
CURRENT AS OF MAY 2, 2021
1. Numbers may not sum to 100% due to rounding.
QVAX1. How likely are you to have your children vaccinated for Coronavirus/COVID-19 when they are eligible? Scale from 1-10 with 1 being “not at all likely” to
“extremely likely.” “Unlikely” is 1-3, “neutral” is 4-7, and “likely” is 8-10. Options for “already vaccinated” and “don’t know” also included. Likelihood calculated in
aggregate (shown in circle chart) and for each cohort of child age range (4 or less, 5-11, 12-15, 16-17, prefer not to answer).
Source: McKinsey Consumer Health Insights 5/2/2021
Likelihood to have children vaccinated for COVID-19 when eligible1
48
19
21
8
5
Likely
Neutral
Unlikely
Already vaccinated
Don’t know
Percent of respondents with children under 18 years old living with the respondent, n = 1,217
Likelihood to have children
vaccinated corresponds to
respondent’s own COVID-19
vaccination interest (eg,
‘already vaccinated’ are 64%
likely to vaccinate children
compared to 5% for ‘unlikely’)

10. McKinsey & Company 10
Return to activities: Respondents are returning to many daily living
and healthcare activities.
CURRENT AS OF MAY 2, 2021
Source: McKinsey CHI-COVID19 Survey, 5/2/2021
1. Numbers may not sum to 100% due to rounding. | 2. If in need of care. | 3. Eg, taxi, rideshare.
QRESUME. Please indicate when you would resume each of the following activities.
Expected time to resume activities1
Percent of respondents, n = 3,107
Transportation Daily activities Healthcare2
10
20 19
7 5 6
11
7 6
7
9
6 6 7 7 8
9
15 13
6
11
8
7
9
10
6 6
6
9
6
6
9
7
5
6
5 6 5
5
5
5
5
6
6
5
5 5 5
5
10
8
8
10
9
6
7
7 8 7
7
18 16
16
9
19
15
32
34
20
24
36
17 16 19
44
27
57
35 31
44
39
23
2
3
2
5
2
100%
= 3,107
3
3
4
5
4
2
3
5
2 3
5
4
I am already doing this
I am not doing this yet because
I don’t need to, but I would
if I needed to
After most people in my
community resume this activity
Once I see that cases of
COVID-19 don’t increase
Not until there is a
treatment/I’m vaccinated
Once I see that most people
are using safety measures
when resuming this activity
(eg, wearing masks,
staying 6-feet apart)
Never
I don’t know
This activity is not
applicable to me
4% 4% 2% 5% 5% 5% 6% 5% 3% 3%
Change vs March in
“Already doing this”
(percentage point)
5%
RETURN TO ACTIVITIES
Public tran-
sportation
Airline
Transporta-
tion service3 Restaurant Hotel
Hospital
facility
Urgent care
clinic Dentist
Vision
provider
Physician’s
office
Surgical
center
Going
to/on:

11. McKinsey & Company 11
Mental health: Return to work may increase mental strain for
certain groups.
CURRENT AS OF MAY 2, 2021
Source: McKinsey Consumer Health Insights 5/2/2021
RETURNMH. As you anticipate going back to work in your pre-COVID environment more frequently, how would you describe the impact you expect it to have on
your mental health?; QOUTCOMES. Which of the following best describe actions you think you will take due to returning to your pre-COVID work environment?
Anticipated impact of going back to work in pre-COVID-19 environment on mental health
~3x
More likely to anticipate being more engaged upon
return if respondent identified positive mental health
impact returning to work
~3.5x
Less likely to anticipate being engaged/present at work
upon return if respondent identified negative mental
health impact returning to work
Percent of respondents who have not yet returned to their pre-COVID-19 work environment, n = 630
Respondents
with children
in household
47%
Millennials
47%
Respondents
identifying as
Black or African
American
51%
Already
vaccinated
45%
‘Cautious’ to
receive a
vaccine
segment
38%
Respondents
living in rural
areas
40%
Gen Z
respondents
37%
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McKinsey & Company
More positive impact
Less positive impact
33%
Respondents who have not yet returned to work to
their pre-COVID-19 work environment indicated that
returning to work would have a positive impact
44%
Respondents who have not yet returned to work to their
pre-COVID work environment indicated that returning to
work would have a negative impact

12. McKinsey & Company 12
Telehealth use: Individuals expect to use less
telehealth post pandemic.
CURRENT AS OF MAY 2, 2021
QPOSTPANDEMIC_TH. After things “return to normal” from the pandemic, how often do you plan to use telehealth (eg, an online/video visit with a physician)?
Source: McKinsey Consumer Health Insights 5/2/2021
Respondent likelihood to use telehealth in the future
36%
Respondents aged 35-44
34%
Respondents living
in a large city
30%
Respondents with
children in household
~25%
Respondents aged
18-24 and 25-34
~24%
‘Unlikely’ respondents
~28%
Respondents
aged 65+
~22%
Respondents in
rural areas
22%
Did not use telehealth
during the pandemic
21%
Don’t know how likely they
are to use telehealth
moving forward
Percent of respondents, n = 3,107
20 20 17
Use more than during
the pandemic
Use less than during
the pandemic
Don’t plan to use
in the future

13. McKinsey & Company 13
Explore the data.
Get in touch.
healthcareconsumerinsights@mckinsey.com