HBR’s summary led me to review this article first in the human context and again thinking about animal health vaccination experiences.
By thinking of the vaccine as a consumer product, vaccination as a service, and a high NPS (net promoter score) as a goal, we can better design the end-to-end vaccination process and bring this pandemic to a close as quickly as possible.”
Source: Harvard Business Review, January 15, 2021. Link. Summary: One of the biggest obstacles to bringing the pandemic to an end is the hesitancy of a large portion of the population to get vaccinated. Key to overcoming their reluctance is providing a superlative experience before, during, and after vaccination. Here’s a framework to do that:
- Creating trust
- Getting the word out
- Making it simple to sign up
- Acing the vaccination
- Supporting the recovery
- Maintaining engagement
INSIGHTS: Reviewing in an animal health context, I am reminded of several practices that routinely post photos of pets and vets without captions. It seems easy to add some simple words creating trust and spreading the word such as:
- Blood test was easy, I’m heartworm free
- Vaccines all updated, not even a whimper. I’m protected!
- Skin condition is much improved now.
- No more porcupine quills. . . smiling without quill whiskers!
- These vet nurses really spoiled me today
- My owner says it’s time for a new skinny diet
- My vet clinic gives me sooo many hugs