Anti-maskers, anti-vaxxers, science deniers, and panic peddlers all pose huge threats to the trust and credibility that serve as the foundation of American health care. The result is a culture war during the most serious public health crisis in a century, fueled by partisan opportunists using science disinformation, reputational assaults, and conspiracy theories.
Widespread science denial is being used to influence public opinion around tactics to stem the spread of coronavirus such as quarantines, physical distancing and face coverings. And, there’s a groundswell of activity creating what’s become known as “vaccine hesitancy”: the reluctance or refusal to be vaccinated against a contagious disease such as coronavirus despite availability of a vaccination. Research shows on average, only 50% of Americans would get an approved COVID vaccine. The World Health Organization has listed vaccine hesitancy as one of the top 10 major global health threats. We have a trust problem.
Earning trust among today’s consumer is a tough job. Entire industries have seen reputations tarnished and public respect eroded as a result of data breaches, financial gamesmanship, government corruption, and politicization of science. Bridging the science ‘trust gap’ takes a combination of evidence-based scientific information and emotion-driven communication. A relationship of trust grows out of personalized, authentic dialog with consumers to change beliefs and behaviors, particularly as the pandemic continues on its slow road to recovery.
Inside health care's vast web of consumer-facing stakeholders — employers, payers, providers, drug and device companies — there’s a common challenge: educating, engaging, and motivating consumers to take a more active role in their health. That’s a pre-COVID phenomenon commonly referred to as health inertia: resistance to face personal health challenges, discipline to adhere to a plan of action, and determination to proactively deal with health issues.
Ignoring, rejecting or denying science has severe negative consequences for conquering COVID. Let’s face facts, there’s a crisis. Science is being undermined and dismissed. The integrity of science needs help. We need to eliminate silos and bring together scientists and marketers. With this type of collaboration organizations can unite the forces of science and direct-to-consumer marketing. ‘Science direct marketing’ can help consumers make informed, socially responsible personal choices based on reliable health care content, in language they understand, and in places they frequent. The trustability of science hangs in the balance…along with the health of the country.
COVID19 #healthcare #vaccine #coronavirus #science
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