Stacy Wood, professor of marketing, offered her expert tips to healthcare workers on how to promote the COVID-19 vaccine to patients would are skeptical or wary of receiving it.
“People are more compelled by stories than they are by statistics,” said Wood. “If your patient says to you, ‘Hey, the lady down the street from me said her niece had a bad reaction. I’m the same age as her niece. I’m really worried about this.’ It’s important not to say, ‘Well, let me show you a chart that will explain exactly how rare this is.'”
“It’s more important to say, ‘I have a patient exactly your age who was in here last week, and they were one of the first people to get the vaccine, and they did great.'”
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