Since the wake of the COVID-19 pandemic, physicians have been facing the rise of vaccine hesitancy among patients. According to the Centers for Disease Control and Prevention (CDC), by the end of 2023, only 14% of Americans received the updated COVID-19 vaccine. The challenge is also prevalent in other vaccinations, such as flu, pneumonia, RSV and shingles vaccines.
Why Are Patients Hesitant to Get Vaccinated?
There are many factors that might contribute to a patient’s hesitancy towards getting vaccinated. For instance, what are the risks of getting a COVID-19 vaccine? Am I eligible for a booster? Do I need a flu shot or shingles vaccine? These are just some of the many questions patients have been asking, highlighting the general confusion around the value and safety of preventive health care services.
In general, patients who have risk factors or who have witnessed the consequences of the disease may be more inclined to receive vaccination. In the special case of COVID-19, some may favor vaccines but be concerned about the speed with which they were developed and approved—especially given the newness of mRNA platforms. Still others may be skeptical about the health care system, or about all vaccines in general.
Physicians’ Role in Demystifying Vaccines
Health care professionals play an essential role in addressing vaccine myths and helping patients understand the importance of proactive health care and vaccination.
Patients’ diverse viewpoints on vaccines make it more challenging—but all the more critical for health care organizations and physicians to communicate about any upcoming vaccine rollout, including new COVID-19 booster shots. To help build confidence, trust, and a positive patient experience, physicians must be prepared to clear up vaccine misinformation and address the full range of patient perspectives as they launch immunization outreach programs. Below are some key strategies and tips to help patients overcome vaccine hesitancy.
Developing a Data-informed Vaccine Outreach Strategy
Due to the sensitive nature and cultural beliefs around vaccinations, it is important to think through how to engage patients before reaching out. As a first step, physicians should determine which of their patients have yet to receive a COVID-19, flu, shingles, pneumonia, or RSV vaccine. This may involve tapping care managers to gather data to pinpoint individuals with these types of care gaps.
Care managers can then assist physicians in using this information to proactively connect with people in ways that resonate. If your practice has collected information about a patient’s preferred communication channel, then care managers should use that channel, if possible.
Facilitating Open Communication with Patients
During the initial patient outreach, the physician can offer education about the benefits of vaccines, appropriate timing, answers to frequently asked questions, and so forth. They can talk about the reasons for coming in for a wellness visit, the safety precautions the practice uses, and what vaccinations and screenings may be needed.
Within these conversations, it is important not to assume people who are not vaccinated do not want to be vaccinated. There may be other factors at play—including misinformation, lack of transportation, and other social determinants of health. Conversations should involve asking open-ended questions to identify potential barriers. Based on a patient’s answers, physicians can offer clarity, suggest additional resources, and affirm that the practice has the patient’s best interests in mind.
When needed, consider having staff as a “human bridge” between your organization and patients. For example, choose people on your nursing team with the best people skills and put them on the phone with patients who have questions or concerns specific to vaccines. It is impossible to overestimate the power that such human-to-human conversations can have.
3 Tips on Communicating Vaccination Information Effectively
1. Use scripted guidelines with updated vaccine information
During appointments, physicians may want to have a script handy that outlines the most recent information on vaccines and preventive care, especially since recommendations keep evolving. This can include CDC information about boosters and how to safely gather for the holidays, as well as where to find community resources that can help with transportation and other barriers that might be thwarting access.
2. Create accessible handouts with vaccination education for patients
For the patient’s benefit, consider creating a meaningful, written one-pager that goes beyond the usual legal disclaimers for each vaccine product your organization administers. The handout should describe in layman’s terms both the benefits of vaccination, as well as any potential side effects, their likely timing and severity as well. For example, patients should understand that side effects from two-dose vaccines may be worse after the second dose. Tell patients whom to contact if they have questions. Also, for any two-dose vaccines, use bold print to call out the date and time of the patient’s follow-up vaccination appointment.
3. Utilize digital platforms to keep patients up to date on vaccines
Outside patient visits, consider sharing the latest information on vaccines on a public platform such as a blog, podcast, or social media. For instance, videos offer an engaging way to bring high-level information to patients. They are also a good way to encourage patients to visit the websites of other responsible sources, such as local and state health departments, national medical societies, and the Centers for Disease Control and Prevention.
Conclusion
Connecting with patients outside of a care visit to answer their questions and encourage engagement requires time and resources. While you can task internal staff for this effort, it can also help to work with a company that can create an outreach framework and partner with you to reach patients, overcome hesitancy, and close care gaps.
CareAllies has more than two decades of experience in practice engagement and patient retention. We help drive improved patient outcomes while reducing the burden on physicians, clinicians, and staff.
Get in touch today to learn about what we do and how we can help your patients overcome vaccine hesitancy.