The spread of COVID-19 across the globe dominates 2020. Now, in 2021, the focus is on ending the pandemic in vaccine distribution.
“Women are key because now they represent 65% of American adults who still decide on whether to get the COVID shot,” said Ana Kreacic, partners with Oliver Wyman and chief operating officer of the Oliver Wyman Forum.
“And, in some ways, this isn’t really a surprise. Overall, when you look at the messaging, it was very confusing. There’s also a lack of gender-specific information about the vaccine. We hear a lot of women around misconceptions are around the impact on fertility, the side effects of the vaccine, have there been enough tests? So there have been stories from all over the United States where women are sharing their concerns. “
An ongoing survey of nearly 1,300 people a month by the international management consulting company Oliver Wyman recently showed:
- 11% of Americans decide on the vaccine.
- In this group, more than 60% are women.
- Most of them make under $ 50,000.
Mobilize this group to get onboard, Kreacic says, should focus on three key areas. Number one, best messaging and messages from the right source.
“People trust their health care professionals. So we need doctors. We need nurses and other health care professionals to talk to women about vaccinations especially given what we’ve said about who they trust,” she said. .
He also suggests making the vaccine more accessible – a point that may be surprising considering the widespread availability of the shot.
“We know some businesses are working with pharmacy chains to provide vaccines in the office. And, we know a number of people who don’t decide are more likely to get the vaccine if it’s available at work or with their primary care physician,” Kreacic tells you.
Kreacic also believes the right incentives will appeal to women 45 to 54 who account for more than half of their decisions.
“And, these women just can’t take the time. They need to make the money. They need to pay the bills. So I think we can go further with incentives. We did baseball tickets. We did lotteries. But when you are talking about converting this group of undecided women, we know to pay time to resonate. There could be other things like that will resonate more, “Kreacic said.
Kreacic believes targeted messaging and benefits can convince more women to get the shot. And as the change decided, it could influence others to follow.
“The added benefit is, since women typically make the health care decisions for the family, if you get the vaccinated mother, you can boost the vaccination rate for the whole family,” she says.
Kreacic says that 11% of undecided people decided up a large portion of the U.S. and doubled down on this group of targeted messaging and incentives could bring the health gains experts seek.
“There is a portion of the population that now is just wanting to be vaccinated. So rather than focusing on everyone, can we focus on people who are not vaccinated, but still want to? And we can focus on people which is not decided? Because I think the conversion rates will give us the highest output, “Kreacic said.