That should be a “no-brainer.”
But we do know better, don’t we?
As we’ve seen, there is nothing automatic about public acceptance of any COVID-19 vaccine.
We can’t just count on mass compliance, even though …
HOW MANY PEOPLE WILL USE THEM?
Mass compliance is exactly what we need to …
Protect ourselves.
Protect our children
Protect our seniors.
Protect our students and teachers.
Protect our merchants and consumers.
Protect our healthcare workers.
Protect our front-line workers.
Protect our communities.
Protect our economy.
Protect our future.
VACCINES ARE CRITICAL TO BEATING THE COVID-19 BUG.
Prior to having safe, effective vaccines, nothing really stopped the COVID-19 coronavirus.
All the steps we had taken worked to some extent.
But they didn’t stamp out COVID-19.
So what does?
Lock-downs didn’t make us immune from COVID-19.
Vaccines do.
Masks didn’t give us the protection we needed from COVID-19.
Vaccines do.
We have to face the facts...
Lock-downs, masks, hand-washing and sanitizing didn’t protect our bodies if we happened to inhale the microscopic COVID-19 coronavirus.
Vaccines do.
SO HOW DO WE GET WIDESPREAD INOCULATION WITH A SAFE, EFFECTIVE CORONAVIRUS VACCINE?
If anything, the last six months have taught us that just because there’s a vaccine doesn’t mean that people will take advantage of it.
According to the Centers for Disease Control and Prevention (CDC), barely half of the population took advantage of the flu vaccine in 2019-2020. That’s the same kind of trend we’re seeing for the COVID-19 vaccines.
It’s basic human nature … knowing the right thing to do, and then not doing it.
For instance, we all know that we should…
Eat and drink in moderation … but most people don’t.
Drive under the speed limit … but most people don’t.
Vote in all elections … but most people don’t.
If all that is true (and you know it is),
Why would we expect a higher rate of participation with the COVID-19 vaccine?
If the vaccines that prevent COVID-19 infections have proven their effectiveness in protecting ….
Our families
Our schools
Our businesses
Our communities
Our treasured seniors
Our traditions
Our freedoms
Then we still need widespread inoculation with the COVID-19 vaccines.
Not just 50% participation.
60 – 70 – 80% or more!
We can’t shrug our shoulders and say, “Good enough.”
We need to continue to stop the virus to an extent lock-downs, masks and sanitizing can’t.
We need to continue to stop the COVID-19 coronavirus before it infects.
And before it kills again.
When you think about it,
PUBLIC HEALTH ENEMY #1 IS NOT SARS-CoV-2, BUT...
STUBBORN
INDIFFERENCE
TO WIDESPREAD COMPLIANCE
Beat that, and we have our best chance
to beat the COVID-19 bug.
The question is, how?
We could still order inoculation.
We could try to find a way to brow-beat people into doing the right thing.
That strategy would need a lot of money and a lot of effort … and probably deliver limited success with a lot of frustrated, irritated people.
We’ll get better results if we more effectively
Encourage Commitment
and then
Recognize Compliance
HERE'S HOW WE CAN DO THAT...
FIRST WE HAVE TO FIX
THAT WORD
“VACCINATION”
We can’t let a word get in the way of our mission
to stamp out the COVID-19 bug.
We have to do something with “vaccination.“
We have to...
Rename it.
Re-label it.
Create a new value.
It’s called “re-positioning.”
It’s also called sound marketing.
Savvy branding professionals do it all the time …
with amazing results.
So, from this point forward,
COVID + Vaccinated =
COVIDNATED™
COVIDNATED™ is a trademark of COVIDNATED, LLC.
COVIDNATED™ is not just “vaccinated.”
It means
PROTECTION AGAINST COVID-19
Getting COVIDNATED™ means you’re taking control over the coronavirus pandemic.
Getting COVIDNATED™ reinforces the individual commitment and compliance
that we need to beat COVID-19 together.
Don’t Get COVID. Get COVIDNATED™
– that’s not such a hard choice.
Where to go from here?
THERE ARE ONLY 3 OPTIONS.
OPTION 1:
We continue to trust that people will do the right thing …
and get vaccinated.
and get vaccinated.
After all, didn’t the American people
– by and large –
comply voluntarily with lock-downs, facial coverings,
school and business closings and other restrictions linked to the pandemic,
all for the good of everyone?
Do we really believe that eventually everyone – on their own – will embrace the SARS-CoV-2 vaccine and clamor for inoculation … including possible “booster” inoculations in the future?
OPTION 2:
Continue to hope the vaccine sells itself.
After all,isn’t that what really great products do … sell themselves?
Mostly, the answer to that question is a resounding, “No.”
Products don’t sell themselves. And never really have.
How else would you explain why
so much money is spent on advertising … for established brands as well as new products?
Too many unvaccinated consumers think they already know all they need to know about getting vaccinated.
Their brains don’t have room for more information on the subject of “vaccination.”
They have (they think) more important things
to think about.
They think they have more urgent needs than getting vaccinated…especially when they think that the threat is dwindling over the summer.
THAT’S WHY TRYING TO GET PEOPLE INTERESTED – MUCH LESS INFORM THEM – ABOUT VACCINES, VACCINATIONS OR GETTING VACCINATED WILL BE MORE FRUSTRATING THAN SUCCESSFUL,
UNLESS …
We try a different approach.
Instead of more information, let’s give them something new.
Something “new” is almost always worth the consumer’s attention.
So that brings us to …
OPTION 3:
On a broad communication platform, let’s introduce them to getting COVIDNATED™…
and then reinforce their behavior when they do.
Let’s start by …
Spreading the COVIDNATED™ message …
One wrist at a time.
Getting COVIDNATED™ is a healthy action step
that should be Encouraged and Recognized.
Both before and after inoculation.
THAT'S WHY WE CREATED THE
COVIDNATED™ WRIST BANDS.
DON’T GET COVID … GET COVIDNATED™
I GOT COVIDNATED™
Consumers could buy these.
But we don’t really want them to.
We’d rather they earned them … by getting COVIDNATED™.
Who should be wearing these COVIDNATED™ Wrist Bands?
Any person – of any age – who gets COVIDNATED™.
The COVIDNATED™ Wrist Bands will become “bands of honor” that encourage Commitment and recognize Compliance.
They offer striking social proof to everyone who sees them.
They testify to the wisdom and caring of the wearer.
Who should be handing out these COVIDNATED™ Wrist Bands?
Any organization, company, school system or government agency that wants to encourage more people to “Get COVIDNATED™.”
And …
Any location that provides or oversees COVID-19 vaccine inoculations should offer the COVIDNATED™ Wrist Bands in recognition of “doing the right thing” to protect everyone’s health.
SOCIAL PROOF CAN BE A POWERFUL PERSUADER.
We tend to do what those around us are doing.
While most Americans are not naturally compliant …
(“Nobody tells me what to do.”)
… if we’re allowed to make our own decisions, we’re often likely to take our behavioral cues from those around us.
That’s why the proverbial band wagon is still the best “vehicle” for moving people from STUBBORN INDIFFERENCE to COMMITMENT and COMPLIANCE.
When a person discovers a COVIDNATED™ Wrist Band
– on the wrist of someone they already know and very likely trust –
they’re going to ask the wearer two questions:
Question 1:
What does that wrist band say?
And it will say either,
DON’T GET COVID … GET COVIDNATED™
Or
I GOT COVIDNATED™
Then comes …
Question 2:
Where did you get it?
That’s when the person asking the question learns,
What COVIDNATED™ is
Where to go to get COVIDNATED™
How to get on the COVIDNATED™ “band wagon”
No advertising needed.
Instead we are relying on…
Peer selling
Social proof
Word of mouth
“Word of mouth” is still the most powerful – and most persuasive – form of marketing.
The COVIDNATED™ Wrist Bands will inspire conversation and action.
The COVIDNATED™ Wrist Bands provide the perfect vehicle for encouraging commitment and recognizing compliance in a way that eliminates arguing, ordering and pleading.
That’s why the COVIDNATED™ Wrist Bands should be made available at any location where a COVID-19 vaccination is offered …
- At medical offices and clinics
- At hospitals
- At pharmacies
They should be made available
anywhere individuals and families can go
to get COVIDNATED™…
and come out wearing a COVIDNATED™ Wrist Band.
