Companies producing COVID-19 vaccines must act sooner rather than later to grapple with the task of communicating and moderating this next period of the pandemic, according to Sociology Professor Jennifer Reich, who has studied vaccine hesitance. “This is not going to be magic,” Reich said. “I think that the way the vaccine has been messaged has been like, ‘Just wait till we have a vaccine and then we can all go back to life as normal.’ That’s probably not a realistic expectation.”