In Japan, the human papillomavirus (HPV) vaccination rate has decreased from around 70% to less than 1% due to repeated media reports of diverse symptoms after HPV vaccination, and to suspension of the governmental recommendation. The challenges for re-promotion of the vaccine will be discussed from a marketing perspective. The adopter categories by which a new product penetrates the market can be divided into five groups, including Innovators , Early adopters , Early majority , Late majority , and Laggards . The 16.0% line, which is the sum of the percentages of the innovators and the early adopters, is thought to be an important determinate of whether a new product will penetrate the market. By various initiatives, vaccination coverage has recently risen to about 10%; however, there is still a large chasm difficult to cross before reaching the majority of individuals. To cross that chasm, peer education will be essential. First, community health workers will need to be educated so that they have a firm understanding of HPV vaccine and can confidently recommend vaccination to the targeted population. That population will be expected to pass on that recommendation to their acquaintances, resulting in widening dissemination of HPV vaccine among the majority.

中文翻译：

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我们必须在日本跨越鸿沟以重新推广 HPV 疫苗

在日本，由于媒体反复报道 HPV 疫苗接种后出现各种症状，以及政府暂停建议，人乳头瘤病毒 (HPV) 疫苗接种率已从约 70% 降至不到 1%。将从营销的角度讨论重新推广疫苗的挑战。新产品进入市场的采用者类别可分为五类，包括创新者、早期采用者、早期大众、晚期大众和落后者。16.0% 的线是创新者和早期采用者的百分比之和，被认为是新产品能否进入市场的重要决定因素。通过各种举措，疫苗接种覆盖率最近上升到 10% 左右；然而，在到达大多数人之前，仍有一个巨大的鸿沟难以跨越。为了跨越这个鸿沟，同伴教育将是必不可少的。首先，社区卫生工作者需要接受教育，使他们对 HPV 疫苗有深入的了解，并可以自信地向目标人群推荐疫苗接种。预计该人群将把该建议传递给他们的熟人，从而扩大 HPV 疫苗在大多数人中的传播。