Decoding Vaccine Communication | Physician's Weekly

CDC data shows that vaccine coverage continues to decline nationwide.¹ Although research continues to explore strategies to increase vaccination rates, communicating effectively with parents about vaccines required for school attendance is critical.^2,3  To encourage vaccine uptake, schools and healthcare professionals must understand what messages resonate most and identify the best messengers to reach parents and caregivers.⁴

In the fall of 2024, Alliance for a Healthier Generation (Healthier Generation) conducted national market research to understand the preferences of parents and caregivers regarding communication about vaccines required for school attendance.⁵ The online survey, which collected responses from 767 parents and caregivers across diverse geographic regions and racial and ethnic backgrounds, aimed to shed light on the most effective ways to convey important vaccine information to families.