In the meantime, state and local governments are running their own incentives to help people get vaccinated, acknowledging that while it s a good health choice, it never hurts to make getting the shot as enticing as possible. The endgame is let s get as many people vaccinated as possible so that we can stop the pandemic. And if that s your end goal, then you want to think about what motivates people, says Dr. Jonathan Metzl, a psychiatrist and sociologist at Vanderbilt University. America has to think of itself like a big marketing firm, and your goal is to sell your product to everybody, Metzl added. Think about who your audience is and what motivates them. . Think about how you can signal to them that they re important.