Marketing COVID-19 vaccination
In the Philippines, vaccine hesitancy remains a problem. —CONTRIBUTED PHOTO
The White Space Club was founded in 2013 as a networking and ideation venue for a diverse group of curious and eager minds—from marketing, HR, finance, engineering, creative to IT; from millennials to senior citizens. This network encourages the sharing of different perspectives.
At the July 7 club meeting, speaker RG Gabunada, a partner of Louder PH, shared five ways to see what others don’t: coincidences, contradictions, connections, curiosities and creative desperation.
After the brief talk, attendees were sent to breakout rooms for networking and discussion, and brainstorm ways to encourage more people to get vaccinated, this time using the Mansmith Innovation on Demand framework: plus, minus, multiply, divide and combination.
Here is the output of the different groups, which may be of help to the government as well as corporations to improve our collective effort to attain herd immunity, eventually improving our economy. Note that the output was produced in only half an hour, with the attendees using half of that time introducing themselves and networking.
1. PLUS: What can be raised or created?Create an “Ask your Doc” campaign for higher believability. These doctors must be accessible and must not charge if people just want to ask opinions about vaccination.
Encourage different medical associations, including the Philippine Medical Association, to issue a position paper on their views on vaccination.2. MINUS: What can be reduced or removed?Reduce waiting time on vaccination day so people can return to what they were doing. Some people may have to take unpaid leave during vaccination dates (it may even be better to encourage employers to allow employees to take paid leaves on vaccination day.)
3. MULTIPLY: What can be enlarged or amplified?Offer incentives that are attractive to demographics resisting vaccination.
Communicate the rewards or benefits of vaccination (such as different ways to enjoy your personal freedom) that are much higher than the small risks.
4. DIVIDE: What can be subdivided or rearranged?Launch “Say YES to Vaccination” by using different role models, known leaders, celebrities and influencers to promote benefits of vaccination in their market segments so followers can relate to them. This can help counter negative news and fake news, as well as instill the Fear of Missing Out.
Distribute execution plans to include a door-to-door campaign at the barangay level, encouraging people to register for vaccination.
5. COMBINATION: What can be combined or united?Ascertain then communicate after: “Did you know that the government will pay for vaccination injury?”
Communication that getting sick is much more expensive than dying during the pandemic. “May pang hospital ka ba?”
The next Zoom club meeting of White Space Club will be on Sept. 1, 2021. Check the Facebook page of White Space Club for details: https://www.facebook.com/whitespaceclub/ —contributed INQDisclaimer: All opinions expressed within this content are from attendees of White Space Club and do not necessarily reflect the opinions and beliefs of the author or his affiliations.
Josiah Go is chair and chief innovation strategist of Mansmith and Fielders Inc. He will run “Discovering, Innovating, and Shortlisting Opportunities” starting Oct.6, 2021. Email [email protected] for details
