Helping Your Patients Navigate Vaccination Season
Healthcare providers are patients’ most trusted source for health information.¹
Immunization against the flu, COVID-19, and respiratory syncytial virus (RSV) remains the best way to prevent hospitalizations, long-term health impacts, and death from those viruses², so as healthcare providers, it is our responsibility to make sure our patients have the most up-to-date information on annual vaccines.
It is critical that healthcare providers have a good communication methodology to help them talk to their patients about vaccination in an effective manner. The AIMS (Announce, Mirror, Inquire, and Secure) approach, developed by the Global Health Communication Center at Indiana & Purdue Universities, is an effective approach. Here are a few tips for implementing AIMS into your patient communications and engagements:
Announce in a presumptive manner
Announce in a presumptive manner that it is time for vaccination, using a friendly, matter of fact tone. Studies have shown that healthcare professionals who provide a "presumptive recommendation" (informing patients/caregivers that shots are due) are more likely to see their patients/caregivers accept vaccines than those who make a “participatory recommendation” (asking what the parent thinks about shots).³ ⁴ For example, try saying, “It’s time for your annual COVID-19 vaccine” rather than “Do you want to get your COVID-19 vaccine today?”
Inquire about their concerns
If the patient or caregiver pauses or expresses any concern or hesitation, ask questions to uncover the reason for their hesitation. Try not to encourage them to take a position. It is important to show support for the patient, their personal values, and the health needs of their family as they make their decision.⁵ Consider asking the patient open-ended questions about why they feel the way they do. Arguing and debating do not work.⁶
It’s important to emphasize more than just the health risks of illnesses like COVID-19. Mentioning social implications can also motivate behavior change. Vaccinations help us prevent major outbreaks at school, keep nursing homes and care facilities accessible, and prevent sick days from work. Nobody wants to cancel travel plans or miss out on celebrations or activities because of a severe illness, especially with the holidays approaching. Vaccines help us gather freely and confidently.⁵
Mirror their responses
Mirror the patient’s/caregiver’s responses to demonstrate that you fully understand them. It may take multiple exchanges to ensure that they feel their concerns are fully understood.
Healthcare professionals know that compassion, empathy, and genuine curiosity about patients' reasons for feeling the way they do can go a long way. When it comes to discussing vaccinations, remember to be sensitive to culture, family dynamics, and circumstances that may influence how patients view vaccines. Consider sharing your reasons for getting vaccinated with your patients.
Secure your relationship
Secure the relationship with the patient/caregiver by responding with tailored information that is presented in a way that reflects their perspectives. Even if the patient/caregiver remains hesitant or continues to refuse outright, you can still progress toward trust and mutual respect by acknowledging that, while you disagree with them, you both share a concern for the health of the patient.
Prepare for respiratory virus season by familiarizing yourself with the latest CDC recommendations for flu, RSV, and COVID-19.
It’s also important to review your patient’s immunization history and recommendations before their appointment so that you’re ready to provide a recommendation.⁶
Physicians can build confidence in vaccines by sharing clear, complete, and accurate messages,⁷ so ensure you are up-to-date on the current processes and best practices, in order to communicate transparently.⁸ Make sure you are able to answer questions about the safety, side effects, and effectiveness of this year’s shots.⁹ Being ready to explain what we do know about why these vaccines work, while also being honest about what is not known, can increase confidence among patients.
For additional frequently asked questions or to help patients find a pharmacy near them, you can visit: http://foryouandthem.com/.
¹https://www.cdc.gov/respiratory-viruses/hcp/tools-resources/index.html
²Ibid.
³https://publications.aap.org/pediatrics/article-abstract/132/6/1037/30505/The-Architecture-of-Provider-Parent-Vaccine?redirectedFrom=fulltext?autologincheck=redirected
⁴https://pubmed.ncbi.nlm.nih.gov/29325912/
⁵https://www.cdc.gov/vaccines/covid-19/hcp/tailoring-information.html
⁶https://www.cdc.gov/respiratory-viruses/hcp/tools-resources/index.html
⁷https://www.cdc.gov/vaccines/covid-19/vaccinate-with-confidence/strategy.html
⁸https://www.cdc.gov/vaccines/covid-19/vaccinate-with-confidence/strategy.html
⁹Ibid.