In the U.S., getting new “customers” for Covid-19 vaccines was easy for the first few months. Like gamers desperately trying to find an elusive Sony PS5 console in stock, would-be vaccine recipients signed up on as many waiting lists as they could. They willingly and persistently and fought with balky websites to get an appointment. Some, like early iPhone customers, queued up hours before vaccination sites opened.
No matter how bad the customer experience, these early vaccine seekers tolerated it to get their perceived golden ticket to a safer future. Distribution capacity increased to meet the demand, pushing out injections through mass vaccination sites, pharmacies, health departments, and other channels. On April 10, 2021 alone, 4.6 million doses were distributed.
That remarkable day was the peak. Daily injection rates began to trend downward as demand softened. The very success of ramping up vaccine supply and patient throughput led to a dwindling number of highly motivated vaccine seekers.
Welcome to Normal Product Marketing
Today, Sony is still in the simultaneously enviable and frustrating position of not having enough PS5 game consoles to satisfy demand. Eventually, though, the supply crisis will ease and they will have to use real marketing tactics to keep demand going. They will target specific groups of customers. They will run promotions. They will, in short, behave like most marketers who have to persuade customers who aren’t desperate.
Similarly, vaccination is now in a marketing phase. The early adopters are satisfied. Today, the national goal of preventing virus transmission and returning to normalcy depends on reaching many more citizens who haven’t been motivated enough to get vaccinated to date. สล็อตวอเลท
