While more than 16 million doses of COVID-19 vaccines have been given nationwide in just over a month, there’s still a long way to go toward building trust in the vaccine and delivering 150 million doses in 100 days.
The 2021 Edelman Trust Barometer shows a decline in trust of institutions, from the government to the media. Based on these results, healthcare marketers are tasked with finding common ground to offset a general lack of trust.
However, for the 20th consecutive year, Gallup Poll lists nurses, doctors and pharmacists among the country’s most trusted professionals.
So use those trusted messengers—nurses, doctors and pharmacists—to build trust, address concerns and overcome challenges of marketing the vaccine.
1. Clear up myths about the vaccine.
Misinformation—from conspiracy theories about vaccines being used to implant microchips to beliefs that the shots cause infertility—can outweigh actual facts. Position providers to debunk myths. The CDC website and numerous leading healthcare organizations address many falsehoods, which can be shared on digital channels and in other collateral.
2. Address safety concerns to build trust.
Since people are concerned over the rapid development and side effects of the vaccines, work with local pharmacists to address these issues. In doing so, continually reach out to local media and offer health experts to speak risks and safety concerns.
3. Manage the public’s expectations.
Decline of public trust about the novel coronavirus is due in part to a lack of transparency and conflicting information from government agencies. With this in mind, don’t sugarcoat information. Informing your public means including adverse reactions of COVID-19 vaccinations along with its benefits.
4. Persuade the hesitant.
To gain the public’s trust, you first need internal buy-in, and not all of your doctors and nurses may be recommending vaccines. Privately address their concerns.
Testimonials from healthcare and other frontline workers, as well as COVID-19 patients, can connect emotionally with others. Human stories rather than data may persuade someone who is on the fence to get the vaccine. Consider sharing four real-life “Because of This” PSAs released earlier this month in your marketing efforts. Each shares the message “Science can make this possible. Only you can make it real.” The videos direct viewers to SciencePossible.com
5. Build trust across communities.
While Blacks and Hispanics have been among the hardest hit by COVID-19, those same communities say they are less likely to get the vaccine. Numbers are trending up, but healthcare officials still need to engage trusted leaders to fight against misinformation. For instance, sports figures, local media celebrities and religious leaders can help spread the word. Also, make information accessible for people who don’t have computers or don’t speak English.
In addition, include young people of all races in your communication strategy. One tactic is to engage influencers. Be careful, however, when partnering with outside groups or influencers that their values align with your organization’s.
6. Direct people to vaccination sites.
Use all available media channels and community resources to inform people when, where and how to get the vaccine. Convenience, along with clear, transparent and consistent communication are necessary to successfully vaccinate the public.
In conclusion, we cannot afford a failure to communicate when public acceptance of the vaccine is critical. We want to regain our patients’ trust that their health and wellbeing are paramount.