Covid-19: Would Brazilians pay for a vaccine?

Right now, the world is in a real race to produce the Coronavirus vaccine. Several are the fronts that are carrying out studies and tests so that this objective is achieved safely. As an example, we have the vaccine developed by the University of Oxford in partnership with the Oswaldo Cruz Foundation (Fiocruz). In addition to this, another one is also in the final testing phase, the Chinese vaccine Sinovack Biotec, which has the help of the Butantan Institute in Brazil.

According to research, we can say that we are relatively close to the production of a safe vaccine. The Ipsos Institute conducted the study “Global Attitudes on a COVID-19 Vaccine”, with 27 countries for the world economic Forum. This work showed that the global average of people who would be willing to be immunized is 74%. Brazil positioned itself in this ranking in 2nd place, together with Australia, countries in which 88% of the population was willing to take the vaccine against Coronavirus.

HSR Health also conducted a survey in Brazil, seeking to understand the behavior of the population in relation to the distribution of immunization. In all, 1509 people were interviewed, from all states in the age group of 18 to 65 years. The study showed that 67% prefer to wait for the SUS vaccination schedule (Unified Health System – free public service in Brazil) and only 33% would seek immediate access in private clinics. However, only 38% of respondents believe that SUS is prepared to serve the entire population, while 64% see private clinics as more capable.

But we have the question: would the Brazilian pay for a vaccine against COVID-19? That same research shows that yes! 80% of the population does not rule out the idea of ​​paying between R $ 50 to R $ 99 for immunization. Very interesting data to consider from now on access and consumption fronts. However, for Bruno Mattos, director of HSR Health, as a matter of habit, the demand for access to the vaccine in SUS would be 2/3 of the population and only about 33% would actually pay. Still, it is of great value to consider the percentage of possible paying consumers of the vaccine. A significant portion of the consumer market, at this time, can be of great value when carrying out campaigns to promote the drug in the country.

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Creativity is not just a thing for creative

It is normal to hear in our daily lives that creativity is a gift for a few, as if it were a specific characteristic of artists or that people are born with or without it. However, the reality is not quite that: being creative depends on how hard you work to develop this skill and practice, that is what matters.

According to a study by Harvard University, creativity is, in 85% of cases, a learned skill. Some people find it easier to develop it, others already need to try a little harder.

Routine is one of the main factors that hinder the development of this skill, since we daily follow the same steps and hardly learn anything new. Creativity emerges from your experiences, so the greater your baggage of experience and knowledge, the more easily you will be able to think differently.

There are some tips that can help to develop creativity on a daily basis. The first is to try to escape the routine, do what we do daily, in another way, such as taking a different path to work, reading a book different from the ones we usually read, studying subjects that generate some curiosity. These very simple actions will increase our repertoire and this will allow new connections to be made, helping us to see solutions and perspectives that were not possible before.

In addition, the emotional state is also something that can influence our creative capacity. The Broaden and Build Theory, developed by Dr. Barbara Fredrickson, from the University of North Carolina, says that people who cultivate positive emotions are able to broaden their mental repertoire and this directly influences more creative thoughts. Therefore, it is important to remain rested and seek to maintain mental health.

Finally, allowing yourself to make mistakes is another tip of great value. Starting to see mistakes as a possibility of learning is a posture that allows us to experience many more possibilities, therefore, this increases our repertoire and in the future this new knowledge will help us to propose creative solutions.

It is clear that creativity is a skill that anyone can develop, it depends only on the level of effort used in this journey. Curiosity may be the word that will make us search for new things to compose our luggage and thus make us think creatively.

Have you ever thought about how you can use creativity to innovate your productivity at work, in your personal life, in your relationships and in your side projects, transforming ordinary moments into a rewarding and innovative experience? Reflect to actually do something on your journey.

Politics: the power of propaganda at the time of voting

When it comes to elections, propaganda is one of the first things that comes to mind. Currently, not only is conventional media used, such as TV, newspapers, print and the like, but also social networks, used as the main platform to propagate party ideas and attract potential voters. Regardless of the media, the purpose is always the same: to be able to influence people when making voting decisions.

Persuasion techniques are increasingly refined, given that the profile of the electorate is considered, in the best language to dialogue with the possible voter, and given the growing advance of new technologies, the internet has become fundamental to reach large audiences through precise targeting of common interests. After all, having rich information from voters, coupled with a good political campaign, are just some of the key tools for achieving the planned results where it matters most, at the polls.

Just as political campaigns need to be well designed and launched on the right channels, having a prior thermometer with information from potential voters and their voting intentions can be determining factors in whether the campaign strategy is going well or if it needs to improve in order to achieve that dreamed approval.

Thinking about moments as important as this, we at ABMR work with a valuable tool designed for the success of your campaign. If you live in Brazil, you are part of the political universe, and want to know more about your electorate potential through research with rich and secure information, with data collection, voting trends and the like, the Reverse ARU – Audible Response Unit , can be the key to your campaign’s success.

After all, having information from potential voters at hand, distributing them by age, sex and region, can help to know, reach and understand their needs. It is based on this that you, a member of a political campaign, will be able to prepare to structure solid and more assertive strategies and thus succeed in reaching your campaign.

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Gamification in organizations: stay on top of this trend

In search of improving the productivity and engagement of work teams, organizations are always looking for new strategies and methodologies that bring good results both for themselves and for employees. It is in this scenario that gamification arises, which consists of mixing elements of games in other contexts, such as the work routine, through goals, challenges, competition and rewards.

There are several benefits observed for the application of this methodology, among which we can mention: engagement, productivity improvement, competition and cooperation among employees. According to Daniéli Closs, from the blog Endomarketing.tv, the technique can generate positive changes in the behavior of employees, such as persistence to reach the established goals; optimism that it will be possible to reach the results and receive the reward and teamwork, because to overcome some challenges it is necessary to count on the entire team.

Many gamification strategies are based on setting goals, which are like the phases of a game, where for each one that is reached, there is a benefit for the employee. A very simple example is to mount a race grid on the wall of the office and dedicate a “vehicle” to each salesperson and as they make sales, the cart walks a little bit until it reaches the finish line, represented by the final goal. And just like any race, it is necessary to have a “trophy” to achieve the expected results.

There are also organizations that go further, using gamification not only for the team, but also with customers, seeking to improve engagement with the brand, as well as sales. An example of this is Burguer King, which in the pandemic period, seeking to make people keep quarantine, came up with a very interesting action in Brazil. Users of the app should stay at home, keeping their smartphone’s location active, and so, the longer they obey social isolation, the more rewards users can unlock for free on products like fries, burgers and ice cream.

Looking at the market, it is clear that gamification can bring great results as long as it is implemented in the correct way, with achievable goals and prizes that motivate the team to pursue them. The world’s largest companies such as Google, Nike, Starbucks and Microsoft make use of game-based strategies, thus achieving goals for the company and with customers. It is worth studying about it by engaging in creativity to understand how to apply it within the reality of your company.

What can (and should) a company do to combat racism?

In the last few weeks, the whole world has been impacted by a series of demonstrations whose agenda was the fight against racism. Such events were triggered after the death of George Floyd, a black man who died of suffocation by a white policeman in the United States. In social networks, hashtags with #BlackLivesMatter and #BlackOutTuesday took the top of the relevant issues and made several companies and brands stand on the subject. This raised a question: do organizations, in fact, have actions and responsibilities with racial issues that go beyond a post on the social network raising an ephemeral flag?

Data from several surveys show the obvious: there is still an abyss of racial segregation in labor relations. According to the Ethos Institute, blacks occupy only 6.3% of management positions and 4.7% of the executive board of the 500 best companies in Brazil. This number worsens when we highlight black women, who have an even less expressive number, in which only 1.6% are managers and 0.4 are executives.

Another study tries to understand what needs to be done at the state and organization level so that such inequality can decrease. Eliane Conceição and Peter Spink, authors of the article “Which foot first: diversity management and affirmative action in Brazilian business”, note that the sum between the lack of state actions and the lack of diversity management practices in organizations reinforces the disparity racial discrimination in the workplace. They also point out that the best way is for the state to position itself through affirmative actions, forcing companies to adopt practices that support racial diversity. Without policies like this, it will be quite difficult to combat this problem. In Brazil, for example, there is still a burden of social contrast by race since the time of slavery, in addition to a strong disbelief among the population that racism does not exist.

That is why just entering the wave of a movement, however important it is, is not enough. Publishing a post with a hashtag raising a cause, without your brand or you as an individual having enough ownership on the subject, necessary to debate why movements like this are important, is to raise a banner of appearances. Talking about racism is necessary and needs to be discussed within companies with employees so that racist acts cease to occur as an unfortunate common situation.

And how to start talking about? Who speaks? Where to start? Everyone with an active voice can (and should) be the leader of agendas on diversity and inclusion. Within the structure of companies, it is mainly the role of leaders, HR and partners, to be active in embracing these causes and bringing these guidelines to add value with relevant information. Lectures with guests who have ownership of the cause, conversation circles, internal research, engagement campaigns and the spread of information in breaking the cycle of structural prejudice. The paths for each one to do their part are as diverse as possible.

There is still a long way to go before we can say that there is racial equality in the labor market. It is essential, especially at this moment, for organizations to reflect on their actions, give voice and space to blacks and help to build a new reality and not just another beautiful speech.

Post-pandemic Home Office: the new challenge for companies

The pandemic forced the labor market to adopt new models for companies to continue operating. One of these models is the home office. It is not exactly new, as this movement already existed and was already applied by several organizations, however, it is still a great challenge for many organizations that decided to apply it for the first time.

According to the Center for the Study of Telecommuting and Flexible Work Alternatives – CETEL, in 2018 there were about 10 million Brazilians working via home office, a number that is underestimated, as several companies do not formalize this work model. For the post-pandemic period, André Miceli, Coordinator of the Digital marketing MBA at the Getúlio Vargas Foundation (FGV), André Miceli, estimates that this modality may grow by around 30%, as many companies that have adopted it have perceived benefits such as increased productivity and savings with transportation, in addition to the employees themselves having also seen the positive side of teleworking, such as coexistence with family, organization and flexible working hours and comfort.

In a study carried out with 705 professionals from Fundação Dom Cabral in partnership with Grant Thornton, 54% of respondents are negotiating with the possibility of continuing in the home office. The numbers achieved show that there is an agreement between employees and companies on the results that this model can bring. However, research also raises the challenges of applying telework without prior planning. Infrastructure and technology problems, which do not belong to company employees, such as a leadership not yet prepared to deal with these changes, which represent about 2/3 of the respondents’ responses. In addition, we have the information security, which concerns about 54% of employees who research.

It is very clear that applying a new work model can have a series of positive results, as well as challenges. In the post-pandemic moment, it is up to the Company Managers to analyze all the results achieved with the home office and assess whether it makes sense to maintain it, and how to do it in an organized manner. As Tawan Pimentel, manager of Home Office Management, says, “It is not a binary thing. You are either at the company, or at home. Most of the customers we serve implement once or twice a week ”. Therefore, it is important to understand employees and take small steps so that the results of this process are beneficial in the long term, aiming at quality of life and productivity, for all fronts involved.

Happiness at work: a driver of results

Is it possible to achieve happiness at work? Many studies show that yes! And that is why organizations are trying to understand how to make their employees happier. It is certainly not an easy task, since it is a feeling that manifests itself in different ways in each person, as well as being very subjective for it to be measured.

A study by Warwick University in the United Kingdom showed that happy employees can be up to 20% more productive than unsatisfied ones, in addition, the turnover rate of the organization tends to decrease.

For positive psychology, happiness can be achieved based on 5 factors:

  1. Positive emotion;
  2. Engagement;
  3. Sense of life;
  4. Positive achievement;
  5. Positive relationships.

Through these points it is possible to create healthy relationships and routines that will permeate not only the professional aspect, but also the personal aspect, allowing the employee to achieve a fuller state of happiness and not just a momentary idea of ​​joy.

In addition, the idea of ​​purpose is also directly linked to the scope of that feeling. Working for something you believe in, achieving positive results that make sense directly impacts the employee’s sense of well-being. However, it is important to be careful, because the idea of ​​purpose can make the employee extremely dependent on work. Research by historian and sociologist Richard Sennett has shown that individuals who see their employer as an important source of personal meaning are the ones who suffer most when they are fired, losing not only their job, but also the promise of happiness.

Some tips can help companies in their quest to explore this natural source of results that is happiness. Among them is the return for results achieved, whether in financial or personal recognition; Give autonomy and empowerment in carrying out activities and making decisions; Have a light work environment with teamwork; Propose challenges for employees, as this gives the feeling of growth and learning; And finally, but also very important, to show the employee the importance of the balance between career and personal life.

The last point mentioned needs special attention, because according to the Special Secretariat for Social Security and Labor, the number of dismissals due to professional exhaustion grew 114% in 2018, compared to the previous year, a very worrying number. For researchers Yerkes and Dodson, maintaining a certain level of stress and pressure is beneficial for productivity, however, when in excess it directly affects the results and the employee’s happiness.

Therefore, for an organization to be successful in promoting employee happiness, it is necessary to have a critical sense with the team, understand the reality of the scenario and act with thoughtful and planned actions. After all, not everything is entertainment and joy, but also does not reach the point of generating burn-out. Balance is the best medicine for personal well-being and professional results.