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Vaccine hesitancy illustrates the power of “marketing”

By Marc Gordon

The world knows (or believes they know) that AstraZeneca’s vaccine causes blood clots. After all, media around the world is reporting it.

Despite the medical community pointing out that the chances of a woman getting a blood clot from the AstraZeneca vaccine could be as low as 1 in a million – far less for men – vaccine hesitancy has increased.

Marc Gordon, a customer experience and marketing professional, believes the real problem is not blood clots, but how information is presented.
“When people receive messages through media, their personal biases impact how those messages are interpreted,” says Marc. “They hear something negative about the vaccines such as blood clots or lack of testing and jump to emotionally fuelled conclusions, often in ways that support their preconceived notions. Facts and data often have little sway.”

Marc believes media, government and the medical community need to have a better understanding of the role they play in sharing information. “These groups need to understand that much like marketing, what they say impacts behaviour. The goal of marketing is to influence beliefs that lead to action. For any marketing campaign to work, the message must be simple and consistent with a clear call to action.”

“If the goal is to get more people vaccinated, then there needs to be a unified message amongst all channels,” says Marc. “That’s why the messaging should be less focused on blood clots and more so on the benefits of being vaccinated, while recognizing potential side effects and how to treat to them.”

For more information, contact Marc Gordon at 416.414.9089 marc@marcgordon.ca