{"id":1661,"date":"2023-10-16T11:54:03","date_gmt":"2023-10-16T11:54:03","guid":{"rendered":"https:\/\/www.merckvaccines.com\/tools-and-resources\/?page_id=1661"},"modified":"2025-11-24T18:20:59","modified_gmt":"2025-11-24T18:20:59","slug":"communication-strategies","status":"publish","type":"page","link":"https:\/\/www.merckvaccines.com\/tools-and-resources\/vaccination-program-tools\/addressing-vaccine-hesitancy\/communication-strategies\/","title":{"rendered":"Communication strategies"},"content":{"rendered":"\n
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The science behind the strategies<\/h1><\/div>\n\n\n\n
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Explore evidence-based communication scenarios for overcoming vaccine hesitancy<\/strong><\/strong><\/h4><\/div>\n\n\n\n
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The scenarios we recommend are rooted in evidence-based communication strategies that have been adapted to support vaccination uptake. <\/p>\n\n\n\n

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Review these strategies and corresponding sample scenarios to discover techniques and specific dialogue for approaching the vaccine conversation confidently and effectively.  <\/p>\n\n\n\n

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According to the Centers for Disease Control and Prevention (CDC), parents consistently rank their child\u2019s doctor as their most trusted source for vaccine information. Your recommendation is important.1<\/sup><\/h3><\/div>\n\n\n\n
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Strategies in action<\/h2>

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Adopt a presumptive approach: <\/h2><\/div>\n\n\n\n
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Opening the vaccine conversation with a statement rather than a question leads to more parents accepting vaccinations for their children.1,2<\/sup><\/p>\n\n\n\n

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The science of persuasion<\/strong><\/p>\n\n\n\n

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When it comes to improving vaccination rates, using presumptive language is recommended over a participatory approach.1,2<\/sup><\/p>\n\n\n\n

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State that the child will receive vaccines as though you presume the parents are ready to accept recommended vaccines for their child during that visit.1<\/sup>
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When a presumptive statement is met with questions or resistance, try other strategies to understand and address the parent’s specific concerns, such as:<\/h2><\/div>\n\n\n\n
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Use reflective listening:<\/h2>Allow patients to express their beliefs. After they share, try to interpret the meaning behind their answer, and ask them to clarify if you\u2019ve understood them correctly.3<\/sup><\/sup><\/span><\/summary>
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\u201cI\u2019d like to delay my child\u2019s vaccinations. Can we save this for her next appointment?\u201d<\/em><\/h3><\/div>\n\n\n\n
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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI\u2019d like to delay my child\u2019s vaccinations. Can we save this for her next appointment?\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI\u2019m hearing that you\u2019d like an alternative vaccination schedule. Could you help me understand why?\u201d<\/p>\n\n\n\n

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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cIt just seems like a lot all at once, and I\u2019m not sure if it\u2019s safe.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cThe recommended vaccination schedules are designed to help protect children before they are exposed to vaccine- preventable diseases.4-6<\/sup><\/p>\n\n\n\n

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It\u2019s based on many factors, including how your child\u2019s immune system responds to vaccines at various ages, and how likely your child is to be exposed to a particular disease.4<\/sup><\/p>\n\n\n\n

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Delaying vaccines could leave your child vulnerable to disease and may lead to serious complications.4<\/sup><\/p>\n\n\n\n

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The science of persuasion<\/strong><\/h5><\/div>\n\n\n\n

Tell parents the bottom-line meaning or the \u201cgist\u201d of a message to help them remember and take action on the information you provided. Messages with gists are expected to be more compelling to parents than those that simply state facts verbatim.7<\/sup><\/p>\n\n\n\n

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Make affirmations:<\/h2>Create a comfortable environment where parents may be more open to change. Reassure them by validating their motivations and good intentions to do what\u2019s best for their child.3<\/sup><\/span><\/summary>
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\u201cI\u2019ve heard a lot of conflicting information, and I don\u2019t know what to believe.\u201d <\/em><\/h3><\/div>\n\n\n\n
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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI\u2019ve heard a lot of conflicting information, and I don\u2019t know what to believe.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI understand that you just want to make the best decision for your child. It can be hard when you\u2019re unsure which information is true and which isn\u2019t. Is there anything specific that I can help clear up?\u201d<\/p>\n\n\n\n

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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cWell, my best friend read something on social media and now she doesn\u2019t want to vaccinate her family.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cIt\u2019s good that you have someone you trust who can share their personal choices like that. I hope you can also trust me to help with your vaccination decision.<\/p>\n\n\n\n

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Vaccines play an important role in helping to protect your child from certain serious infectious diseases.8<\/sup> So important that I make sure my family and I are all vaccinated.\u201d<\/p>\n\n\n\n

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The science of persuasion<\/strong><\/h5><\/div>\n\n\n\n

Providers who share their own personal stories may stand a better chance of connecting with vaccine-hesitant parents. Parents likely want to hear that you vaccinate your children, or about other personal experiences you have with vaccination.1<\/sup><\/p>\n\n\n\n

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Ask open-ended questions:<\/h2>Invite parents to actively participate in the conversation and elaborate on their beliefs.3<\/sup><\/span><\/summary>
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\u201cI didn\u2019t know he needed 3 shots today. That seems like a lot!\u201d<\/em><\/h3><\/div>\n\n\n\n
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Parent<\/strong><\/mark>:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI didn\u2019t know he needed 3 shots today. That seems like a lot!\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI\u2019m sorry we didn\u2019t talk about this more during our last visit. What worries you about vaccinating today?\u201d<\/p>\n\n\n\n

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Parent<\/strong><\/mark>:<\/strong><\/mark><\/p>\n\n\n\n

\u201cWell, they don\u2019t all seem necessary to me. I didn\u2019t get some of these vaccines and I was fine.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI see why you would think that. But vaccines are an important part of helping to protect our children from certain preventable infectious diseases.9<\/sup><\/p>\n\n\n\n

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We\u2019re lucky. Unlike our parents, we don\u2019t have to stay up at night worrying about diseases like polio.9,10<\/sup> That\u2019s because the majority of kids are vaccinated.11<\/sup><\/p>\n\n\n\n

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Vaccines do often cause mild side effects that go away quickly on their own and yes, serious side effects can occur\u2026 but they are rare.12<\/sup><\/p>\n\n\n\n

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When a vaccine is delayed, children are vulnerable to certain diseases that they may encounter.4<\/sup><\/p>\n\n\n\n

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There are no data to show that spacing out vaccines is safer or more effective than following the recommendations.\u201d4<\/sup><\/p>\n\n\n\n

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The science of persuasion<\/strong><\/h5><\/div>\n\n\n\n

Social norms play a key role in parents\u2019 decision-making process.13<\/sup> Remind parents that most children are vaccinated to reinforce that it\u2019s a social norm.14<\/sup><\/p>\n\n\n\n

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Elicit permission:<\/h2>Ask if it\u2019s okay to talk about vaccines and provide any facts they may want to know. Then, ask how they feel knowing that information.15,16<\/sup><\/span><\/summary>
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\u201cWhat about vaccine side effects?\u201d <\/em><\/h3><\/div>\n\n\n\n
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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI\u2019m not sure I want my child to get those shots. I\u2019m a little concerned about the side effects.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cThat\u2019s understandable. Can you tell me what concerns you the most?\u201d<\/p>\n\n\n\n

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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cWell, I\u2019ve heard they can be dangerous.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cVaccines can cause side effects that are usually mild and go away quickly on their own, such as a low-grade fever, headache and\/or pain, swelling, or redness where the shot was given.12<\/sup><\/p>\n\n\n\n

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Serious side effects are rare, but could include severe allergic reaction. Signs of a severe allergic reaction could be difficulty breathing, swelling of face and throat, a fast heartbeat, dizziness and weakness, and\/or a bad rash on the body.12<\/sup> Does that help address your concerns?\u201d<\/p>\n\n\n\n

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Parent:<\/strong><\/mark><\/p>\n\n\n\n

\u201cI\u2019m still not sure.\u201d<\/p>\n\n\n\n

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HCP:<\/strong><\/mark><\/p>\n\n\n\n

\u201cOkay. I\u2019ll give you some information to read and we can schedule a visit in 2-3 days to discuss any questions or concerns you might still have. Does that sound good?\u201d <\/p>\n\n\n\n

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The science of persuasion<\/strong><\/h5><\/div>\n\n\n\n

Show parents you understand their concerns by providing them with both the benefits and risks of vaccines. Some parents may feel adequately informed about the benefits, but underinformed about the risks.1<\/sup> It can be helpful to acknowledge that parents ask for all the information because they want to do what\u2019s best for their child. <\/p>\n\n\n\n

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Social determinants of health (SDOH) play a key role in vaccine hesitancy17<\/sup><\/mark><\/h2>

Learn how you can adapt conversations to better support your patient population:\u00a0<\/p>

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Visit SDOH & Hesitancy<\/span><\/a><\/div>\n<\/div>
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Explore other scenarios and strategies for overcoming vaccine hesitancy. <\/h2><\/div>\n<\/div>\n\n\n\n
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Safety concerns\/general mistrust:<\/strong><\/h5><\/div>\n\n\n\n\n

\u201cHow do I know vaccines are safe?\u201d<\/h4>

\u201cHow do I know vaccines are safe?\u201d<\/a><\/p><\/div>

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Lack of information:<\/strong><\/h5><\/div>\n\n\n\n

\u201cHow do I know which vaccines I need\/my child needs?\u201d<\/h4>

\u201cHow do I know which vaccines I need\/my child needs?\u201d<\/a><\/p><\/div>

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All scenarios:<\/strong><\/h5><\/div>\n\n\n\n

Download a comprehensive PDF<\/h4>

Download a comprehensive PDF<\/a><\/p><\/div>

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The science behind the strategies<\/h4>

The science behind the strategies<\/a><\/p><\/div>

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References<\/strong><\/h3><\/div>\n\n\n\n\n
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  1. Centers for Disease Control and Prevention. Talking with parents about vaccines. Published August 9, 2024. Accessed June 26, 2025. https:\/\/www.cdc.gov\/vaccines-children\/hcp\/conversation-tips\/index.html<\/li>\n\n\n\n
  2. Bjork A, Morelli V. Immunization strategies for healthcare practices and providers. In: Hall E, Wodi AP, Hamborsky J, Morelli V, Schillie S, eds. Epidemiology and Prevention of Vaccine-Preventable Diseases<\/em> (Pink Book). 14th ed. Centers for Disease Control and Prevention; 2021: Chapter 3. Updated March 28, 2024. Accessed April 16, 2025. https:\/\/www.cdc.gov\/pinkbook\/hcp\/table-of-contents\/chapter-3-immunization-strategies.html<\/li>\n\n\n\n
  3. Miller WR, Rollnick S. Motivational Interviewing: Helping People Change and Grow.<\/em> 4th ed. New York, NY: The Guilford Press; 2023.<\/li>\n\n\n\n
  4. Centers for Disease Control and Prevention. Reasons to follow CDC\u2019s recommended immunization schedule. Published August 9, 2024. Accessed September 10, 2025. https:\/\/www.cdc.gov\/vaccines-children\/schedules\/reasons-to-follow.html<\/li>\n\n\n\n
  5. Centers for Disease Control and Prevention. Recommended child and adolescent immunization schedule for ages 18 years or younger, United States, 2025. Revised October 7, 2025. Accessed October 9, 2025. https:\/\/www.cdc.gov\/vaccines\/hcp\/imz-schedules\/downloads\/child\/0-18yrs-child-combined-schedule.pdf<\/li>\n\n\n\n
  6. American Academy of Pediatrics. Recommended child and adolescent immunization schedule for ages 18 years or younger, United States 2025. Updated September 17, 2025. Accessed October 6, 2025. https:\/\/downloads.aap.org\/AAP\/PDF\/AAP-Immunization-Schedule.pdf<\/li>\n\n\n\n
  7. Reyna VF, Edelson S, Hayes B, Garavito D. Supporting health and medical decision making: findings and insights from fuzzy-trace theory. Med Decis Making<\/em>. 2022;42(6):741-754. doi:10.1177\/0272989X221105473<\/li>\n\n\n\n
  8. US Department of Health and Human Services. Vaccine basics. Reviewed November 9, 2022. Accessed June 16, 2025. https:\/\/www.hhs.gov\/immunization\/basics\/index.html<\/li>\n\n\n\n
  9. US Department of Health and Human Services. Five important reasons to vaccinate your child. Reviewed May 6, 2022. Accessed May 30, 2025. https:\/\/www.hhs.gov\/immunization\/get-vaccinated\/for-parents\/five-reasons\/index.html<\/li>\n\n\n\n
  10. Talbird SE, Carrico J, La EM, et al. Impact of routine childhood immunization in reducing vaccine-preventable diseases in the United States. Pediatrics.<\/em> 2022;150(3):e2021056013. doi:10.1542\/peds.2021-056013<\/li>\n\n\n\n
  11. Centers for Disease Control and Prevention. Immunization. Reviewed September 15, 2025. Accessed October 16, 2025. https:\/\/www.cdc.gov\/nchs\/fastats\/immunize.htm<\/li>\n\n\n\n
  12. US Department of Health and Human Services. Vaccine side effects. Reviewed May 6, 2022. Accessed June 16, 2025. https:\/\/www.hhs.gov\/immunization\/basics\/safety\/side-effects\/index.html<\/li>\n\n\n\n
  13. Goje O, Kapoor A. Meeting the challenge of vaccine hesitancy. Cleve Clin J Med.<\/em> 2024;91(9 suppl 1):S50-S56. doi:10.3949\/ccjm.91.s1.08<\/li>\n\n\n\n
  14. Hill HA, Yankey D, Elam-Evans LD, Chen M, Singleton JA. Vaccination coverage by age 24 months among children born in 2019 and 2020 \u2014 National Immunization Survey-Child, United States, 2020\u20132022. MMWR Morb Mortal Wkly Rep.<\/em> 2023;72(44):1190\u20131196. doi: http:\/\/dx.doi.org\/10.15585\/mmwr.mm7244a3<\/li>\n\n\n\n
  15. American Academy of Pediatrics. Communication strategies: motivational interviewing. Reviewed July 9, 2021. Accessed June 13, 2025. https:\/\/www.aap.org\/en\/patient-care\/healthy-active-living-for-families\/communicating-with-families\/motivational-interviewing\/<\/li>\n\n\n\n
  16. Gagneur A, Gutnick D, Berthiaume P, Diana A, Rollnick S, Saha P. From vaccine hesitancy to vaccine motivation: A motivational interviewing based approach to vaccine counselling. Hum Vaccin Immunother<\/em>. 2024;20(1):2391625. doi:10.1080\/21645515.2024.2391625<\/li>\n\n\n\n
  17. Nguyen KH, Srivastav A, Lindley MC, et al. Parental vaccine hesitancy and association with childhood diphtheria, tetanus toxoid, and acellular pertussis; measles, mumps, and rubella; rotavirus; and combined 7-series vaccination. Am J Prev Med.<\/em> 2022;62(3):367-376. doi:10.1016\/j.amepre.2021.08.015<\/li>\n<\/ol>\n<\/div>\n\n\n\n
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    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    The scenarios we recommend are rooted in evidence-based communication strategies that have been adapted to support vaccination uptake.  Review these strategies and…<\/p>\n","protected":false},"author":446,"featured_media":0,"parent":1559,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_trash_the_other_posts":false,"editor_notices":[],"footnotes":""},"ga4_page_audience":[],"ga4_page_birn_id":[],"ga4_page_branding":[225],"ga4_page_businessunit":[231],"ga4_page_campaign":[],"ga4_page_content_purpose":[261],"ga4_page_customer_journey_stage":[282],"ga4_page_customer_specialty":[326],"ga4_page_experience":[],"ga4_page_indication":[],"ga4_page_material_intent":[435],"ga4_page_product":[533],"ga4_page_region":[662],"ga4_page_therapeuticarea":[707],"class_list":["post-1661","page","type-page","status-publish"],"yoast_head":"\nCommunication Scenarios for Overcoming Vaccine Hesitancy<\/title>\n<meta name=\"description\" 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