Communication Strategies to Address Vaccine Hesitancy in Healthcare Settings and on Social Media

Abstract Vaccine hesitancy is now recognized as a threat to global health. Its causes are complex, and it is defined by a resistance to or questioning of immunization. It is important to address vaccine hesitancy directly before people who are hesitant become vaccine refusers or anti-vaccine. Fortunately, with evidence-based information delivered with a compassionate communication style many of those who are hesitant to vaccinate can be persuaded to ultimately vaccinate. This paper aims to explain successful communication strategies used to address vaccine hesitancy in healthcare settings and on social media. Vaccine hesitant parents frequently list their child’s healthcare provider as a trusted source of information on vaccine issues. Research has shown that using presumptive language for vaccine introduction, followed by a compassionate and direct response to any concerns is an effective form of communication with vaccine hesitant parents. This paper teaches the C.A.S.E. Model as a way to formulate that communication. Although many people trust their providers, we cannot ignore the influence of the Internet, specifically social media, as a source of vaccine information for patients and parents. Although there is much pro-vaccine messaging on the Internet, the anti-vaccine messaging is frequently simpler, more emotionally appealing, and easily sharable. Since vaccine hesitant people tend to be silent observers of the vaccine debate online, it is important for pro-vaccine sources to communicate effectively in this arena. We describe our experience and lessons learned with this form of communication through the pro-immunization parent advocacy group, Immunize Texas