A marketer’s take on getting 100% of people vaccinated
So it seems 20–40% of people don’t want to get vaccinated. They should have let a marketer do this!
I would have rolled vaccination out in phases.
#1. THE ILLEGAL PHASE.
I’d have started in November, way before approvals, only with the black market. People who really needed the vaccine would have found a way to get it, plus the early adopters that would have generated a gigaton of word-of-mouth afterward.
Many vaccine skeptics and alt-media consumers would have started thinking “if the government doesn’t allow it, it must be good”.
#2. INVITE-ONLY PHASE.
Basically the current “highest-risk first” phase, with two tweaks. This phase should have looked and felt like an invitation to an exclusive club (before others get invited). Secondly, I would have included the dreaded influencers in addition to high-priority groups.
Even more anti-vaxxers would have gone “hmm”.
#3. GENERAL AVAILABILITY PHASE
Business as usual to get normal people (the early majority, using marketing lingo) vaccinated.
As a marketer, I would have set aside some budget to produce great TV and social media ads about the benefits. And look into signalling eg. produce “I’m safe” pins.
#4. GET THE LAST ONES PHASE.
Like the previous step, but heavy promotion on TV shopping channels and via multi-level marketing schemes a la Herbalife.
