It’s clear my colleague believes that we should increase flu vaccination rates. But let’s consider why our audience should care. What does this mean for them? Are they motivated by competition—maybe we’re lower than that other medical center across town, or our area is low compared to the state, or perhaps the national comparison is the right one but can be articulated in a more motivating way? Or maybe my audience is driven by generally doing good—we could get into patient advantages or highlight general community well-being benefits that would be well served by increasing vaccination rates. If we think about positive versus negative framing—which will be best for this scenario and audience?

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