Better Vaccine Communication Needed: Column

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Four researchers and scholars who are founding members of the Council for Quality Health Communication say it’s time to unpack what is meant by vaccine safety and effectiveness and acknowledge individual concerns being raised by consumers. Writing in a MedPageToday Perspective column, the four say that many people don’t know how a vaccine works or how its ability to protect stacks up against a threat that most people have never experienced.

“Vaccines have specific characteristics that make them particularly vulnerable to concerns from a worried parent or a fearful senior,” the authors write. “They are (1) made by big companies, (2) their technology is hard to understand and can appear to change quickly, and (3) their benefits are invisible and often far in the future.”

The post says that rather than offer vaccine advice that addresses the fears empathetically and clearly, the medical and public health community tends to repeat that vaccines and safe and effective. “What many hear is defensive government gobbledygook from a distant bureaucracy they don’t trust,” it says. “It also offers a shorthanded way for busy healthcare professionals to address patient questions while glossing over individual concerns.”

The authors suggest:

  • being realistic about typical post-vaccination symptoms that might make people think the vaccines are unsafe;
  • being open about what is not known;
  • emphasizing protection over prevention; and
  • explaining vaccine effectiveness in today’s language and using today’s media.

They conclude that the message about vaccines should not be that they are safe and effective, but rather that they are “worth it.”

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