The most effective way to approach the vaccine-hesitant

From Haymarket marketing communications website MM+M

https://www.mmm-online.com/home/podcasts/the-mmm-podcast-6-24-21-zss-jacob-braude

This is a 28 minute podcast. The crucial moment (for me) is about 12:30.

Of the all the psychologies and tactics to address various subpopulations of the vaccine hesitate (for pediatrics, for adults, for COVID in particular), ONE tactic was most effective across all these subpopulations, use of “confirmation bias” as a tactic.

If you’re in a conversation about the vaccine, leave aside all the data and arguments.

Often we see people trying to persuade by saying ‘OK, here are the facts. Here’s why you should get vaccinated,’ ” Braude said. “But this research says actually what you should ask is ‘OK, why would someone want to get vaccinated?’ and have them go through the process in their own words. That works much better than the persuasion techniques we see people trying to use.

It turns out that 20-44% of people who answered this question, who were asked to TAKE THE EMPATHIC STEP of putting themselves in the shoes of someone wanting to be vaccinated, and then having to describe the reasons why, ended up changing their mind and agreeing to get vaccinated.

Huh. I think I have never done that. Time to learn and use something new.

CMIO’s take? There are so many interesting facets of the human mind. Even amongst physicians and healthcare workers, we have a lot to learn about how humans think, and how we make decisions. We need to harness this for the public good. Who is with me?

Author: CT Lin

CMIO, UCHealth (Colorado); Professor, University of Colorado School of Medicine

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