DefinePK

Abstract

This research analyses how the Ministry of National Health Services Regulation and Coordination (MoNHSRC) Pakistan utilized Facebook as a channel for crisis communication during the COVID-19 pandemic, with an emphasis on vaccine-related communications. By using a quantitative content analysis method, 375 Facebook posts published between February 1, 2021, and September 23, 2022, were reviewed to identify the most prevalent themes and to determine how frequently specific target audiences were mentioned in vaccine-related call-to-action messages. The data reveals that the most popular theme was "Up to Date Information," followed by "Call for Vaccine" and "Vaccine Supportive" and “Addressing public concerns and side effects” related to vaccine material, underlining Ministry of National Health Services Regulation and Coordination (MoNHSRC)’s importance on transparency and public health promotion. However, "Vaccine Availability" was the least highlighted theme, revealing a potential gap in logistical communication during a period of widespread concern and limited availability. With regard to targeting audience, the general public was targeted in the most of posts, while specific segments such as old citizens, healthcare workers, pregnant and breast-feeding women, and children received very less direct message. These results imply that while MoNHSRC maintained a constant online presence and offered vital information during the COVID-19 crisis, its communication strategy lacked personalized interaction with high-risk or hesitant populations. The study underlines the necessity of integrating focused, accessible, and inclusive messaging into future public health initiatives, especially in developing nations where social media plays a crucial role in crisis response.