Those damn anti-vaxxers.
In healthcare, it’s easy to blame all the COVID vaccine reluctance on anti-vaxxers. But a recent NY Times article shows just how wrong that is.
In reality, they found that 8% of Americans were Watchful – they want to see how others do with the vaccine before trying it themselves.
9% are Cost-Anxious. They can’t afford time off work – or cost of transportation – to get the shot.
4% are System Distrusters. They are hesitating because they feel the healthcare system treats them unfairly.
And 14% are COVID Skeptics. They don’t believe COVID is a real threat.
If I were designing a public health campaign in order to get more people vaccinated and I dismissed them all as anti-vaxxers, my campaign would fail.
In reality, these numbers show that 60% of the unvaccinated are not anti-vax on principle. And even the remaining 40% may not be against all vaccines; they may believe specific conspiracies relating to the COVID vaccine.
But if I used a voice-of-customer approach, I would know …
… that the Watchers want to hear how their friends felt just fine after the vaccine.
… and the Cost-Anxious want to know that their employers will arrange for them to get vaccinated on site so they don’t have to lose hours of pay.
… and that the System Distrusters need to have their distrust acknowledged. And that they will want to hear about vaccine safety from a trusted member of their own communities.
… and for the COVID Skeptics, I would make sure not to put them down for their beliefs, and have those they trust (and 50% of this group trusts their doctors) talk it out with them.
Instead of making assumptions, it’s good to get the data. That’s how you make an effective campaign.
If you would like help with your market research or your campaigns, you can book your free consult here.
Photo by Daniel Schludi on Unsplash