Phil Greene, a Lebanon firefighter and paramedic, left, gives Steve Heath, of Andover, N.H., right, a dose of COVID-19 vaccine during a clinic at the former JC Penney in West Lebanon in April.
Phil Greene, a Lebanon firefighter and paramedic, left, gives Steve Heath, of Andover, N.H., right, a dose of COVID-19 vaccine during a clinic at the former JC Penney in West Lebanon in April. Credit: James M. Patterson

In these times of confusion, doubt and downright misinformation about the COVID vaccine, we have failed to reach the level of vaccinated individuals needed to halt the pandemic and are seeing new variants and rising infection rates. The areas of the country with the lowest vaccination rates perversely demonstrate with human suffering, the effectiveness of the vaccine.

This paradox defies common sense until one analyzes the power of marketing. The anti-vaccine “information” blitz across social media has overwhelmed the efforts of vaccine proponents, largely governmental public health and medical professions at all levels.

Studies have shown that people tend to trust information from either personal relationships or sources that agree with their initial personal beliefs. The provider/physician-patient relationship is an intensely personal relationship, most often with a high degree of trust. Critical to this case: there is demonstrably more trust in one’s personal provider than the government.

Knowing this, where were the millions of personal emails, social media blitzes and portal messages from providers, healthcare organizations and payers in which the folks making the decision to vaccinate place their trust already? Where are they now, as we realize impending failure? Was it not worth the cost? Didn’t anyone in Congress or the CDC think to fund this? Apparently not.

So the anti-vaxxers took the platform. At all levels. From the beginning. The current sorry vaccination situation may well be in large part due to a colossal failure of the medical profession, particularly primary care, in prevention through simple personal marketing.

While the caregivers treating COVID cases literally gave blood, and worked at incredible personal sacrifice, to the point they have earned the term “hero.” And still are. We have thus far managed to take the most stunningly successful vaccine development in the history of medicine, and fail. Can we turn it around?

How tough is it to put out some personal email or social media blasts? We have all our patients’ contact information, with a 24/7 manned hot line. The VA, by the way, was the only medial organization of several with whom I have a relationship, who regularly reached out to me on a personal basis about vaccination. So, it can be done.

(Jon Pearse is retired Air Force family physician. He lives in Concord.)