It’s a MESSAGING problem too.
People aren’t good at doing what’s good for them.
But there are some well-researched psychological and marketing tactics we can use…
1. Use Simple, Presumptive Language
Rather than asking people if they’d like to receive the vaccine, tell them they’re *DUE for it* in simple, plain language.
This both increases compliance, and streamlines discussions.
2. SMS “Nudges”
Where patients are required to remember a date or make a booking, behavioral nudges, SMS and email reminders SIGNIFICANTLY reduce no-show rates.
This is as relevant to medicine as it is law as it is business.
3. Deadlines + Social Proof
The most common hesitancy right now is “I’m waiting to see…”
Reminders, deadlines, and Cialdini-style social proof (i.e. “98% of people who have received this message have already received their first dose”) can spur delayers into action.
4. Jabs as “National Security” Messaging
With a rise in conservative skepticism of science, one type of messaging seems to cut through science skepticism than others: “National Security”.
5. Leaders Go First
There’s been a lot of criticism of ScoMo “jumping the queue” to get his vaccine, but if we want to overcome vaccine hesitancy, jabbing politicians first is great optics.
6. Religious and Cultural Leaders Go First, Too
Engaging minority leaders can play a substantial role in “inoculating” these communities.
7. Leading From The Middle
All leaders can play a substantial part in vaccine roll outs.
Vaccine hesitancy crumbles in the face of “no-jab, no-work” rules in all but around 0.36% of cases.
Demanding staff and clients are vaccinated WORKS.
8. Streamline Paperwork
A vaccine rollouts are about more than “jabbers” and “jabbees”.
“Trivial” administrative burdens UNIVERSALLY reduce follow-through. (You can read more about it here.)
Great patient-centered care and medical outcomes require streamlining and admin support.
9. Fact-Checking “Vaccinates” Against Misinformation
One of the most valuable legislative steps governments can take to combat vaccine hesitancy is to legislate prominent, independent fact-checking on social media.
10. Social Good Beats Selfish Good
Maslow’s pyramid got one big thing wrong: it assumed we put our needs over those of loved ones.
Increasing evidence suggests the opposite is true, and we should encourage people to protect others.