As the U.S. vaccine rollout expands to nearly all adults, manufacturers are figuring out how to encourage workers to be vaccinated. To help them, the NAM and The Manufacturing Institute are providing resources and advice through their This Is Our Shot project. Most recently, the project hosted a webinar to help employers frame conversations about vaccines, called Employer COVID-19 Vaccine Communications: Do’s and Don’ts. Here are some of the highlights.
The participants: The webinar was hosted by NAM Vice President of Brand Strategy Chrys Kefalas, the NAM lead of the This Is Our Shot project. It featured Ann Searight Christiano, director of the Center for Public Interest Communications at the University of Florida, and Jack Barry, a postdoctoral research associate for the University of Florida’s Center for Public Interest Communications.
Why communication matters: “The vaccines are becoming widely available and so people are really at a point where they no longer have to wait. It’s time,” said Christiano. “But as employers, you have a great deal of influence and trust with your employees and are well positioned to help build their trust and encourage them to get those vaccines.”
What to think about when you talk about vaccines: According to Christiano and Barry, there are eight factors to think about when developing vaccine communications: worldviews, timing, messengers, narratives, relationships, social norms, emotions and motivations. Christiano and Barry recommend taking people as they are—and responding to their particular identities and values.
Think about who and when: The timing and the messengers are extremely important. National health professionals are far more trusted on pandemic advice than celebrities, for example. People generally want messengers from their own communities, too. Think of the “influencers” in your workplaces—the respected leaders, the trusted employees—and consider using them in your campaigns, say Christiano and Barry.
The message itself: Use specifics to show how important it is to get vaccinated, such as that vaccines allow you to travel or hug your grandparents. And use the themes of choice, regret and control—often cited by vaccine hesitators—and frame them in a positive way to increase vaccine uptake.
Things to avoid: Don’t amplify people’s concerns and avoid appeals to unpleasant emotions like shame and fear, the researchers advise. Consider instead using pleasant emotions like pride, joy and parental love. Consider the motivations of the messenger, too. Be transparent and honest about why you want people to get vaccinated.
The last word: “Our role is to help all manufacturers get fact- and science-based information to safeguard workplaces and communities and to help end this pandemic. We’ll continue hosting webinars, curating the most effective tools available and deploying other research-proven resources at NAM.org/ThisIsOurShot,” says Kefalas.
For more details on how to create communications for your employees, check out the whole presentation here.
ANN ARBOR, MICH. – The National Association of Manufacturers announced today that it will offer an association health plan to its members, extending affordable health care to small and medium-sized manufacturing companies and member associations in approved states. In states where the association health plan is not available, the NAM will connect manufacturers with available small-group options in their state.
“This association health plan is another step in our work to make the NAM a one-stop shop for manufacturing across the United States,” said NAM President and CEO Jay Timmons. “With small and medium-sized businesses making up more than 90 percent of our membership, this plan will help provide health care and reduce uncertainty for workers and their employers across the country.”
The plan, called NAM Health Care (www.namhealthcare.com), was developed to meet manufacturers’ unique health care needs. It will offer a portfolio of health benefits options insured by UnitedHealthcare. In states where these plans are available, businesses with 2 to 99 employees will be able to choose from a variety of PPO (Preferred Provider Organization) and HSA (Health Savings Account) health plans. Members will also have access to UnitedHealthcare’s Choice Plus care provider network of more than 1.2 million physicians and care professionals and 6,500 hospitals and other care facilities nationwide. UnitedHealthcare will work with any licensed or appointed agents who want to sell NAM Health Care.
In addition, Mercer will provide the NAM’s small business members with consulting services regarding health benefits offerings and contribution strategies, marketing support to educate and enroll their employees, plan administration and compliance services. The Mercer Affinity 365+sm platform will provide members technology for quoting, enrollment and ongoing benefits administration to drive cost efficiencies and facilitate employee engagement.
Association health plans allow companies to band together to manage and purchase health care coverage that may save on annual health insurance costs by providing plans that are typically enjoyed by larger companies at a competitive price. Under NAM Health Care, eligible member companies also will have access to supplemental benefits, including dental, vision and life.
“The work that manufacturers are doing every day grows the economy and strengthens our country, and they deserve the health care they need to do that job with certainty and support,” said Timmons. “At the NAM, we are proud to help lower costs and increase competitive health coverage for the men and women who make things in America.”
NAM Health Care is quoting these plans for eligible member groups for a Sept. 1, 2019, enrollment date. To enroll in these plans, where available, interested businesses may visit www.namhealthcare.com.