2021 has begun with hope and optimism that vaccines from companies such as Pfizer and AstraZeneca will be putting a gradual end to the torment Covid-19 has wrought on the world over the past 12 months.  For this to happen, of course, will require as many people to actually have the vaccine as possible, and anti-vaxx sentiment remains stubbornly high, especially in countries such as France, with the United States also vacillating from a high of 72% to a low of 51% as recently as September.

New research from North Carolina State explores how behavioral economics could help to ensure that communication around vaccines is sufficiently effective to result in as high a takeup as possible.

“The country has made an incredible investment in fast-tracking SARS-CoV-2 vaccines from conception to market, which would make it even more tragic if we fail to curtail the virus simply because Americans are hesitant to be vaccinated,” the researchers say.

The challenge ahead

Data suggests that around half of those who don’t want the vaccine might be open to having a change of heart as more information becomes available and more people begin to get the vaccine.  With estimates that 80% of the population will need to be vaccinated before a degree of normalcy can be obtained, this is problematic, as it means nearly everyone who could potentially be swayed needs to be (and possibly then some).

The researchers used their knowledge of behavioral economics and consumer research to devise 12 strategies that they believe could help to construct an effective promotional effort to encourage vaccinations.

• Use analogies – The pandemic is nothing if not highly complex with a deluge of medical information for us to consume.  By using analogies it allows us to take mental short-cuts.  “The war against Covid”, is a good example.  The researchers suggest describing vaccines as “instruction manuals” for our immune system to help it to defend itself.
• Increase observability – The researchers also suggest that our ability to observe the choices of others has a strong influence on our own choices.  Digital badges or Livestrong-style bracelets could help to secure consumer buy-in.
• Leverage natural scarcity – Scarcity in consumer markets often helps to signal exclusivity, which can make something more desirable.  Early access to the vaccine could be framed as an honor or a mark of respect to the people society wants to protect.
• Promote compromise options – The researchers use the analogy of the restaurant that has three meal size options, which encourages us to plump for the middle one (more often than not).  This is based on our choice preferences for the compromise option.  For vaccines, policymakers could frame the vaccine as the middle option of three, rather than an all-or-nothing choice.

  For instance, the options given to people could be to get vaccinated now, or to sign up for it at a later date, or get vaccinated now and donate blood at the same time.  The key is to ensure that vaccination is not depicted as the most extreme choice.

Given the high rates of anti-vaxx sentiment, the stakes could not be higher if we are to emerge from Covid by the end of the year.  It will be interesting to see how many of these ideas are integrated into the communication of policymakers.