A healthcare service that can be provided is on-site COVID-19 vaccination at a manufacturing facility. The coronavirus has had a negative effect on businesses, with employees forced to work from home to minimize the spread of the virus. Manufacturing companies such as Tesla, Microsoft, and General Motors have been forced to shut down their production operations due to the pandemic. However, the introduction of the vaccine means that employees can go back to work with some form of protection against the virus. The on-site COVID-19 vaccination program can ensure that Microsoft’s production staff can build protection in their bodies. Studies have indicated that vaccination offers a major boost in protection in individuals who have recovered from the virus (“Benefits,” 2021). In this regard, the healthcare program can ensure that the manufacturing staff are protected from coronavirus reinfection. The COVID-19 vaccination program can benefit the manufacturing entity by reducing absences caused by illness. In effect, the entity’s level of output can increase considerably. The on-site COVID-19 vaccination program can also provide convenience to the workers since they will not be required to visit healthcare facilities to receive the vaccine. The healthcare service is suitable for the entity given the presence of numerous workers with predictable schedules. The vaccination of the workers can be staggered to avoid a reduction in those receiving the injection due to vaccine side effects. The presence of side effects is a normal indicator of the body’s process of building protection (Kim et al., 2021) . The side effects may impact the workers’ ability to perform their daily tasks.
Cultural sensitivity might inform the marketing of the COVID-19 vaccination program. The program can be considered culturally sensitive if it reflects the capacity to be properly sensitive to the feelings or situations of groups of individuals that share a distinctive cultural characteristic such as religion, language, race, or socioeconomic status (Tucker et al., 2015) . In addition, it can be regarded as culturally sensitive if it offers services in a way that is relevant to the individuals' needs and expectations. A culturally sensitive nurse applies patient-centeredness principles when interacting with patients (Tucker et al., 2011) . In marketing the healthcare program, culturally sensitivity can be guaranteed by providing interpreter services. In the manufacturing facility, there are workers who speak a variety of languages, including English and Spanish. Hispanic workers need an interpreter to ensure they understand the different instructions issued during the vaccination initiative. The interpreter services can improve the communication between the workers and healthcare providers administering the vaccine. In this respect, the manufacturing facility is likely to respond to the marketing initiatives aimed at promoting the COVID-19 vaccination program. Language and communication barriers are significant obstacles that can hinder the effective marketing and provision of the coronavirus vaccination service.
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Cultural sensitivity can also inform the marketing of the on-site COVID-19 vaccination program through healthcare practitioners from the same racial background as the workers. For instance, nurses from minority backgrounds can market the program to the workers, especially when the latter are also from minority backgrounds. In this case, the marketers of the on-site vaccination program can be responsive to the workers' circumstances given that the practitioners to administer the vaccines share common identifying characteristics with the workers. According to Tucker et al. (2011), patient satisfaction with the practitioners is likely to increase if culturally sensitive services are offered. If cultural sensitivity informs the marketing of the on-site coronavirus vaccination program, there is a high likelihood that the workers' satisfaction levels and healthcare outcomes will improve considerably.
References
Benefits of getting a COVID-19 vaccine . (2021). Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/vaccines/vaccine-benefits.html .
Kim, J. H., Marks, F., & Clemens, J. D. (2021). Looking beyond COVID-19 vaccine phase 3 trials. Nature Medicine , 27 (2), 205-211. https://doi.org/10.1038/s41591-021-01230-y
Tucker, C. M., Arthur, T. M., Roncoroni, J., Wall, W., & Sanchez, J. (2015). Patient-centered, culturally sensitive health care. American Journal of Lifestyle Medicine , 9 (1), 63-77. https://doi.org/10.1177/1559827613498065
Tucker, C. M., Marsiske, M., Rice, K. G., Nielson, J. J., & Herman, K. (2011). Patient-centered culturally sensitive health care: Model testing and refinement. Health psychology , 30 (3), 342. https://doi.org/10.1037/a0022967
