Lessons from Mass Vaccination Sites

Thursday represented the one-year anniversary of shutdown due to covid-19. I was lucky enough to celebrate by getting the first dose of the Pfizer vaccine. It was a wonderful feeling – despite the sore arm and some other symptoms – to know that I was back on the path to normal living. I am excited that I will soon be able to hug my kids, to visit my parents in Canada, and to go to the grocery store without being terrified of catching covid.

Vaccination Logistics

The news has made it clear that getting “shots in arms” was a logistical feat that was left to the Biden administration. It wasn’t until I got my shot that I recognized the magnitude of this effort. I acknowledge that the public-facing portion of vaccine distribution — registering online and showing up with a short-sleeved shirt — represents only a small part of the vaccine distribution effort. 

I received my vaccine in a church on Long Island. I was astounded at the number of staff and volunteers who directed everything from parking to paperwork. There were probably twenty touchpoints with staff who moved us through the process with assembly line precision. My experience took one hour, which included a 30-minute wait following the vaccination (most people only waited 15 minutes) due to my history of severe allergic reactions.

Lessons for Business Owners

Businesses can learn a lot from the mass vaccination site operations. Here are ten business lessons from my experience:

1. Sell transformation. The goal of our businesses is to facilitate positive change for our clients. It might be as simple as providing a quick meal that satisfies hunger or a massage that enables you to work without pain. The vaccine is the ultimate example of transformation. It will literally move us from isolating in our homes to safely gathering with family, friends and coworkers in congregate settings. If customers understand the value of your product or service – and the transformation they will experience afterward – you will be on your way to success.
2. Websites matter. I completely understand that the vaccination process was created without a lot of time or money. However the vaccination websites, at least in New York, are downright terrible. Thankfully people are highly motivated to get the vaccine and willing to deal with the frustration. (I spent several hours on the NY State Vaccination Website, refreshing my browser every few seconds, before I could get an appointment.) Unless your business is selling something amazing, few customers would tolerate such a terrible website.
3. Scarcity sells. One of the first lessons in marketing is to create scarcity. We do this by having sales that end at midnight, publicizing that we limited tickets for an event, or warning that there are only a few items left in stock. Vaccine appointments are incredibly scarce. In our mind, that makes them even more valuable.
4. Value your expertise. The most important people in the vaccine process were the professionals who were giving the shots. Everything in the vaccine process was choreographed to protect their time. My nurse did not have to take my temperature or schedule my next appointment. She greeted me, checked my name, swabbed my arm, gave me a shot, and applied a bandaid. The whole process took less than a minute. In business, this means that you should focus on tasks that require your unique expertise. With proper training, everything else can be done by someone else.
5. Create a process. All businesses can benefit from processes. This is why franchising – which essentially sells you an instruction book – is such a popular business model. Thankfully there were already roadmaps in place such as Planning and Conducting a Large-Scale Immunization Event (published by the American Pharmacist Association) that identified the process of giving vaccines. Business owners do not have to reinvent the wheel and should look for guides and roadmaps that outline best practices in our industries.
6. Consider the exceptions. McDonalds has a process for cooking burgers. They have another process for serving customers who don’t want pickles on their Big Mac. In the same way, the vaccine site identified known problems (such as people with severe allergies) and had a process to deal with it. In my case, I had to step out of line and discuss my medical history with a nurse. She concluded that the vaccine was safe and I stepped back into the line. The lesson for business owners is to identify possible exceptions (such as customers who are late paying their bills) and figure out how to avoid or remedy the situation.
7. Be nice. Everybody I spoke with was incredibly upbeat, friendly, and pleasant. This is not the norm in most medical offices and I truly appreciated the positive atmosphere. I think all of us who own businesses should strive to create a positive environment for our clients. Kindness is free and makes a profound difference.
8. Don’t hide the downside. Several years ago I had a cortisone shot in my thumb. When the numbing wore off, I was in such pain that I thought the doctor had severed a ligament in my hand. When I called the office, they told me “yeah that’s normal, we just don’t tell you because we don’t want to worry you.” This is the wrong approach! The Pfizer vaccine has some significant side effects and I was happy to be warned that a sore arm (plus a headache, mild fever, or nausea) were a normal immune response to the vaccine.
9. Tell people what to do next. In business, we call this a Call-To-Action and we specifically tell people what to do next. We might tell them to schedule an appointment or download a free report. In my vaccination experience, they were excellent at telling us what to do next with directions such as “walk through those double doors” or “wait here until I direct you to the next available nurse.” The facility was a maze and I was extremely nervous. These clear directions were necessary and appreciated.
10. Measure your success. Business owners establish Key Performance Indicators (KPIs) which measure how well we’re meeting our goals. Examples of KPIs include profit margin, inventory turnover, or number of visitors at a trade show booth. Healthcare facilities have KPIs that include appointment wait times, patient room turnover rates, and patient satisfaction scores. I’m certain that the vaccination sites had their own set of KPIs and, upon review, will make changes to make the experience more efficient for all concerned.

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About Sue Allen Clayton

Sue Allen Clayton is the author of Solopreneur Success: How to Plan, Create and Run a One-Person Business. She is Founder of the Solopreneur Academy which provides online education and encouragement to female solo business owners. Members of the Solopreneur Academy enjoy daily interaction in our private Facebook group, as well as monthly events including Master Classes, Book Club, Mindset Monday, Get It Done Day, and group coaching.