Want people to do something? Remind them!



A recent Nature study has shed light on an important question for public health: How can we encourage more people to get vaccinated? The findings are clear – simple reminders are highly effective, while offering perks like free rides adds little extra impact.

The study, led by a team of researchers analyzing vaccination behavior, examined data from a "megastudy" involving over 700,000 individuals. Participants were exposed to different strategies designed to boost vaccination rates, such as reminders via text messages and incentives like free transportation to vaccination sites. The results revealed that straightforward reminders significantly increased vaccination rates, while the addition of free rides showed no measurable improvement.

The Power of Simple Nudges

The effectiveness of reminders highlights the power of small, low-cost interventions to encourage action. A simple nudge, such as a text message or email, reminds people of their vaccination appointment and prompts them to follow through. This approach taps into human behavior – sometimes, people just need a gentle push to take the next step.

In contrast, the inclusion of a free ride to the vaccination site failed to increase uptake. While transportation might be a genuine barrier for some, the study suggests that the logistical challenges of offering such services may outweigh their impact. Moreover, people who face difficulties getting to vaccination sites might already find solutions through existing community resources or personal networks.

These findings carry significant implications for public health initiatives. Instead of investing in costly incentives that may have limited effects, resources could be more efficiently directed toward scaling up reminder systems. SMS-based reminders, for example, are low-cost, scalable, and effective across diverse populations.

The Broader Lesson

The success of reminders in this study extends beyond vaccination campaigns. Public health officials, employers, and organizations can apply the same principle to other contexts where they need to encourage action – such as flu shots, medical screenings, or even voter turnout. A well-timed message reminding someone to take action can often be more effective than adding layers of complexity or additional incentives.

Conclusion

This study provides a valuable roadmap for improving vaccination uptake and addressing other public health challenges. By focusing on simple and scalable strategies like reminders, organizations can achieve significant results without overextending resources. Sometimes, the most effective solution is also the simplest one: a timely reminder to act.

For those crafting public health campaigns, this research emphasizes a powerful yet straightforward message – when in doubt, remind people. It works.


Source:

Milkman, K.L., Ellis, S.F., Gromet, D.M. et al. (2024). Megastudy shows that reminders boost vaccination but adding free rides does not. Nature 631, 179–188. doi: 10.1038/s41586-024-07591-x