Anti-vaxxers come in lots of different flavors.

 

As of today, 61% of Americans age 18+ are fully vaccinated.  Based on the 80/20 rule, we can anticipate that 20% of Americans will continue to resist all efforts to persuade them to vaccinate.  

 

But that still leaves 19% who could be persuaded to vaccinate if we address them properly.

What does that mean?

It means first acknowledging the fact that they are not a coherent group.  Then defining the different segments that are resisting and based on that information identifying messages, media and influencers who they might respond to.  Basically the same thing marketers do all the time.

 

Sarah Smarsh of The New York Times has given us the place to start by identifying several anti-vaxxer segments.  They are:

1. Liberal men who fear losing a day of work due to side effects

2. Conservative men under the influence of disinformation

3. Liberal men and women who fear the for-profit-healthcare industry  (Smarsh, 2021)

Based on my own observations I would add:

4. Young women who have been misinformed about potential effects on fertility, pregnancy and breast-feeding. 

 

Of course it's hard to understand why a woman would rather pass along the virus in her breast milk than the vaccine.  (And research shows that neither happens.)  But that's the point.  None of their reasons make sense because all decisions are emotional. 

The bottom line is that anti-vaxxers are afraid.

That's why we need to understand who they are, where they get their information from and who their influencers are.  I'm not just talking about Instagram influencers.  I also mean politicians, doctors, teachers, pharmacists, coaches, clergy and even hairdressers - who were highly effective in increasing the rate of mammograms among African-American women.

At this point we are replacing the carrot (free metro cards) with the stick (no entry without proof of vaccination.)  But can either really overcome fear?  Probably not.

That's why we need to get a better handle on the different segments and come up with plans that are effective for each.  This is not a one-size fits all situation.  It will require tailored solutions for each segment.  But it can be done.  

And we are highly motivated.

 

Smarsh, S. (2021, August 8)  What to Do With Our Covid Rage.  nytimes.com.  Retrieved August 11, 2021, from  https://www.nytimes.com/2021/08/07/opinion/sunday/covid-unvaccinated-anger.html