The conversation around vaccines continues to evolve. While COVID-19 remains a focus, the flu and other annual immunizations are also critical in protecting public health. As misinformation spreads and vaccine hesitancy persists, effective communication remains one of the most important tools for public health professionals.
Thoughtful communication can significantly increase the number of people who receive vaccinations. Below are communication tips from public health experts to increase vaccine confidence and uptake across your community.
Make It Personal
The decision to get vaccinated against infectious diseases is often deeply personal. Many patients respond more positively when they frame vaccines as a way to protect themselves and their loved ones, not just society at large. Link immunization to everyday health concerns, such as protecting grandparents from severe illness or keeping children in school.
With influenza and cold symptoms overlapping, it’s important to educate patients on how the influenza vaccine reduces the severity and spread of illness. This makes detecting and managing other conditions like COVID-19, RSV, or even seasonal allergies easier.
Promote the Pros of Vaccines Over the Risks
Highlight the importance of immunization and emphasize the pros of vaccines, such as:
- Preventing hospitalization
- Keeping workplaces safe
- Reducing time missed from school or work
- Preventing disease
While vaccination risks are real and should be acknowledged transparently, emphasize that vaccines work. The benefits of vaccination far outweigh the potential side effects.
When discussing the COVID vaccine and flu shot, reassure patients that both are safe to receive (even at the same time) and that this dual protection is especially valuable during peak respiratory illness seasons.
Many people who were wary of vaccine development during the early COVID-19 pandemic still are today. Emphasize the rigorous testing and ongoing monitoring that all vaccines undergo. For example, flu vaccines are adjusted each year to match the most likely strains, using decades of research and surveillance.
When educating influenza vaccine patients, emphasize that worldwide data supports yearly shots and that top public health scientists improve these shots annually to provide the best protection.
Address Fears Without Judgment
Some patients are still hesitant about vaccines, including boosters or newer flu formulations. Understanding why people are against vaccines—whether due to misinformation, medical mistrust, or past experiences—can help guide a more empathetic and effective conversation.
Avoid judgmental language and instead create a space for patients to be honest about their fears. Acknowledge that confusion is normal, especially with changing guidelines. Address reservations by encouraging patients to ask questions and provide answers in ways they understand. These value-based communication techniques for vaccine hesitancy will help significantly in discussions about vaccines with your patients.
Tailor Messaging to the Individual
Personalized communication remains the gold standard in public health. Tailor your message to a patient’s age, health conditions, occupation, or family situation. For instance, a message about preventing the spread of viruses may resonate more with teachers or caregivers. In contrast, messages about returning to regular activities may speak more to young adults or college students.
Build Trust in People, Not Organizations
Patients trust people they know, especially their healthcare providers. Encourage your providers and staff to lead by example and share their own vaccination stories.
Share that most public health experts, doctors, and nurses stay current on all recommended vaccines, including flu and COVID-19. Seeing trusted individuals model good health practices goes a long way.
Combat Misinformation Proactively
Silence creates space for misinformation to spread. Be proactive. Use posters, fact sheets, videos, or QR codes in your waiting rooms. Keep your website and patient portal up to date with FAQ sections, trusted resources, and direct appointment links for vaccines.
You can also use social media to bust common myths, such as the idea that the flu shot gives you the flu or that COVID-19 vaccines are no longer necessary.
Resources
- COVID-19 VIS
- Influenza Vaccine VIS
- Td (Tetanus, Diphtheria) Vaccine VIS
- Adult Immunization Schedules
Use Technology to Stay Connected
Automated communication through an EHR system is a powerful tool. Send appointment reminders, health education, and vaccine availability updates via email, text, or phone call—whatever your patients prefer.
You can also encourage patients to use a patient portal to schedule vaccine appointments and message their providers with questions in advance. EHR technology can also help flag patients who are overdue for immunizations, allowing staff to follow up individually.
If your current EHR doesn’t support this type of proactive outreach, it may be time to consider switching to one that does.
Building vaccine confidence is an ongoing effort. Clear, compassionate communication and patient education can make the difference between hesitation and protection. By combining modern tools with personalized care, your organization can help strengthen your community’s health—this flu season, and all year long.
