Selling the cure is always easier than selling prevention.
It’s part of our human nature.
We are willing to pay for an expensive pill, diet, personal coach to lose weight before heading to the beach. We are not so interested in a daily healthy lifestyle with long term benefits.
That’s also why cancer drugs can command a high price, whereas vaccination rates in the western world are declining.
Unless there is urgency, that is.
When the risk of catching a deadly virus gets dangerously close, then prevention feels like a cure.
If you pitch an inherently preventive product, creating urgency will help you position it as a cure and get your audience’s undivided attention.