Can we rebuild trust in vaccines?
We may now be approaching one or more Covid 19 vaccines.This is good news, but will it be the panacea everyone hopes for? We are not sure. Most of us have more questions than answers.
The one question we are asking is: how many people will actually choose this vaccine once it is available?
A recent one Yahoo News / YouGov survey reported that 1 in 5 people reported not receiving the Covid vaccine. And 1 in 4 said they weren’t sure.
We know that resistance to vaccines is not uncommon.
Brado has been working with global pharmaceutical brands to introduce new drugs and vaccines for more than 20 years. Despite the intensity and chaotic peaks of this pandemic, this goes without saying for the vaccination course. As a marketer and communicator we have to understand psychological resistance : its base, strength and penetration. The hesitation about vaccinations is widespread among a wide audience with different ethnicities, cultures, ages and genders.
Vaccines are a particularly difficult case in the field of health-related behaviors. If you ask someone to get vaccinated, ask them to do something that has no immediate effect. It is not an aspirin, her fever will not go down. And it could hurt a little, or worse, produce an adverse effect. And all because it’s going to be that way hopeful to have an advantage at an unspecified future point in time.
Aside from those who come first or are otherwise willing to take tested vaccines, we know that there is a continuum of resistance, from hesitant “wait and see” to suspicious “mmm … I don’t know” to the unyielding “No way!” The Covid vaccine is unlikely to be different.
However, what is different – and what will affect this continuum – is the deep, growing erosion of trust in government, science, the media and Brands.
We know The mistrust of society is as real and pervasive as the pandemic we are trying to control.When trust has been violated or lost, significant parts of our society are suspicious of key messages. Brands easily fall into this vacuum of false consumer beliefs and conspiracy theories.
Healthy skepticism has meanwhile turned into caustic cynicism.
That is our new reality. Covid just accelerated to get us where we are not. People seem to agree with the late rocker Lou Reed. “Don’t believe half of what you see and none of what you hear.”
Communication without trust doesn’t work.
Our job is to get to the bottom of this mistrust, to understand it and to design the communication so that we can help our customers build trust again. Cant handle. Build it up again.
We combine proprietary search mining technology with empathetic insight methods. We know that this helps to decipher perceptual defenses and emotionally charged resistance.
When working for customers like Merck, we get to the bottom of hesitation and distrust.
We step into people’s everyday lives to explore their values, priorities and personal travels – not just in relation to the vaccine in question, but also in relation to other critical parts of their individual, family and community identity.
All of these behavioral factors influence their decisions.
In particular, we have examined how the values and priorities of those who refuse a vaccine differ from those who accept vaccines. We uncover the emotional formulas and motivators that help people drive future benefits and highlight them.
For example, Gardasil, the Merck vaccine against HPV, was facing a unique battle. For their teenage children, parents had to get vaccinated against a sexually transmitted disease. Difficult to imagine. Difficult to endure. The vaccine must be administered before sex becomes a reality. But nobody is willing to think that his 11-year-old has sex … even years in the future. Our Values Link® tool has gained important insight that the brand and agency team can apply to creative strategies and messaging. The result? A campaign that was generated Record-breaking vaccinations and growth for the brand.
Facts could not break parents’ resistance, but our work made it clear that stories about the unknown have power. The parents really had to feel a future in which they lived grown Children would question their parents’ decision. Did my parents know that there is a vaccine that could have prevented my cancer?
The lesson here and with every vaccine we’ve worked on is the followingReluctance and resistance are real and human. We cannot overcome distrust of Facebook memes, political speeches or well-intentioned handouts. We can only rebuild trust through understanding and empathy based on data.
The post “I don’t throw my shot away!” first appeared on Brado.
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