healthcare marketing

How Healthcare Marketers Can Persuade the Public to Get the COVID-19 Vaccine

By Kiersten Keating

 

One year ago, the thought of a vaccine to end the infamous COVID19 was not even in sight. Up until recently, it has finally become a reality. Pharmaceutical giants, Pfizer, Johnson/Johnson, and Moderna, are deploying COVID-19 vaccines for all eligible participants. As healthcare marketers, you have the power to influence those around you about the health benefits of the COVID-19 vaccine. If you’re wondering how you can achieve this, here are some suggestions and ideas you can use to encourage others in the health tech space to receive the vaccine. 

  1. 1. Market the vaccine as a “brand treatment”

Individual vaccines are known as the “brand treatment.” Brand treatment is when a company uses a brand name for advertising purposes, so consumers would be more acceptable and trusting in the vaccine. For example, since the Ebola vaccine was approved by the FDA in 2019, it was rebranded as Erevbo instead of the Ebola vaccine. Pharmaceutical companies may prefer this strategy to slowly introduce the vaccine in front of you. Try taking a similar approach to pharma companies and introduce the vaccine to your healthcare marketing colleagues in a less intrusive way. 

  1. 2. Create greater public awareness 

If you can share more knowledge about the scientific data behind the vaccine,  then others in your healthcare networks will be encouraged to get the vaccine. Bringing that knowledge and information forward will reduce the concerns people may have.  

Consistently be active on social media and reshare important information around the vaccine. Follow important thought leaders that speak upon the COVID-19 vaccine. For direct news on the vaccine, follow the pharma companies on Twitter or LinkedIn. If someone you know shares their concerns, send them relevant articles or contacts that may answer the questions they need.

  1. 3. Listen to your audience 

It is important to keep up to date on what your target audience is doing in regards to healthcare, and if they are openly discussing the vaccine. It is critical not only to encourage those to get the vaccine but also promoting vaccine acceptance within the communities. 

 

Want to join a strong network of healthcare marketing professionals? Click here to meet with our Director of Marketing, Beth Cooper. 




by Kiersten Keating

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