Many Americans are nervous about the safety of a COVID-19 vaccine -- but marketers think they might be able to convince them to get vaccinated. WebMD Chief Medical Officer drjohnwhyte weighs in:
Covid-19 vaccines are coming, perhaps—if everything goes well—as soon as this year. Then what? Once a safe and effective vaccine is widely available, efforts will move out of the realm of science and into another field that has a profound impact on modern existence: marketing.
“It’s going to be like climbing Mount Everest,” says DC physician John Whyte, who is chief medical officer of WebMD and previously worked for the FDA’s drug-approval wing. “If you asked me five months ago, I would have said people would be lining up to get the vaccine. Now it’s become politicized.” A certain science-denying percentage of the population is probably unreachable, so rather than wasting money on an unwinnable culture war, experts say, the campaigns should focus on rational people who have understandable concerns about being injected with a brand-new vaccine that was rushed to the market with unprecedented speed. The marketing effort needs to be fact- and data-driven and devoid of any political agenda, with a “clear, simple, and consistent message,” says Whyte.
But while a bearded man in a top hat might have been a useful tool during World War I, the Covid vaccine could require a more modern approach. Gorodetski suggests tapping a broad array of spokespeople—it’s easy to imagine all sorts of actors, athletes, politicians, and religious leaders stepping up—to reach different constituencies. And given widespread skepticism of the national media, it might make sense to augment any central campaign with a network of local efforts.
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