As states scramble to implement mass Covid-19 immunization with the availability of vaccines from Pfizer and Moderna in the U.S.( the J&J vaccination drive has been paused to review its safety after a tiny minority of patients reported rare blood clots), clinicians are facing questions and concerns from patients about vaccine availability, safety, and effectiveness amidst a backdrop of growing threats from viral variants. A March 2021 Kaiser Family Foundation survey found that 61% of adults were eager to be immunized as soon as possible (or have already received the vaccine), 17% had a wait-and-see approach, and 13% definitely did not want to be vaccinated. While vaccine enthusiasm is rising compared with last year, Black and Hispanic adults were more wary than White adults, and rural residents showed greater hesitancy than urban dwellers, in this survey.
There are several steps that clinicians can take to promote vaccine confidence amidst ongoing challenges of misinformation and consumer mistrust in both government and healthcare systems:
- Explore and acknowledge patient concerns. Common reasons for hesitancy include immediate and long-term side effects of vaccination as well as uncertainty about effectiveness. Some patients even harbor fears that they will contract Covid from the vaccine. Anticipating these concerns, technology companies have launched decision-support tools for clinicians as they counsel patients about Covid-19 vaccines. These types of tools can provide useful talking points on common issues such as contraindications, vaccine efficacy (and perceived differences among products), and post-vaccine next steps.
- Share the facts. One compelling way to make the case for Covid-19 vaccination is to highlight that both available mRNA vaccines have shown extraordinary efficacy in clinical trials. The Pfizer vaccine was 95% effective at preventing symptomatic Covid-19, measured starting 7 days after the second dose was given. The Moderna vaccine was 94.1% effective at preventing symptomatic Covid-19, measured starting 14 days after the second dose. Preliminary data suggest that the Moderna vaccine might also provide protection against asymptomatic SARS-CoV-2 infection.
- Personalize the message. Tailoring the conversation to the patient’s health status—and their motivation to protect loved ones—can be a powerful support to shared decision-making.
- Reassure by example. Sharing one’s own vaccination experience can be a powerful way to improve vaccine confidence among patients. Harnessing the power of social media platforms like Facebook, Twitter, and Instagram, clinicians across the country are sharing pictures of themselves rolling up their sleeves to receive vaccines. By showing vulnerability through these posted photos, clinicians can appeal on a deeper, more personal level than science ever could, in effect conveying to their patients that, “We really arein this together.”
With new viral variants reported across the globe, this evolving pandemic requires clinicians to explore novel ways to assuage patient fears. Beyond sharing the latest medical and scientific information, it is time for clinicians to look beyond science for ways to move the needle on vaccine confidence during this devastating public health crisis.
Photo: Esben_H, Getty Images
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Dr. Walt Hadikin is the Director of Clinical Communications at epocrates, the #1 mobile medical reference app among US physicians. He currently oversees all clinical communications for the company (mobile news, government and specialty society relationships, etc). Dr. Hadikin is also a physician editor trained in both family medicine and clinical pharmacy, with extensive experience in digital medical communications.
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