People are afraid of the needle that will inject into their body because they think it will hurt.
-snip-
The government needs to promote their programs while educating their people but do not force them to vaccinate because they really do not want it.
I think only the fewest vaccination refusers are actually afraid of the needle but of the active substances in the vaccination itself - whether justified or not is of course open to question.
With your last sentence I agree with you, of course, coercion is never a propate way to convince the population. However, countries such as Germany are already introducing compulsory vaccination through the back door, where in the near future people will no longer be allowed to participate in public life without proof of vaccination above a certain incidence.