Childhood Influenza Vaccination: Converting Mothers' Intentions to Action In An Evolving Environment - An NFID Consumer Research Study

Background: Previous NFID research revealed that H1N1 motivated some mothers to get their children vaccinated for influenza, but barriers to vaccination remained.

Objectives: 1) Assess whether mothers’ attitudes towards vaccination shifted post- H1N1 and as a result of the Centers for Disease Control’s (CDC’s) universal vaccination recommendation. 2) Identify remaining vaccination barriers and most motivating messages. 

Methods: A national telephone survey was conducted in August 2010 by Opinion Research Company among 709 mothers living with children ages 6 months through 18 years.

Results: Eighty percent of mothers reported no change this year in intent to vaccinate their children against influenza; those citing a change in attitude were eight times more likely to be more inclined to vaccinate.  Relatively high awareness (75%) of new CDC universal vaccination recommendations was reported, correlating with higher vaccination intent.  Protecting others was the key reason for vaccinating.  Over three in four “non-vaccinating” mothers (77%) cited absence of strong pediatrician recommendation as a reason; pediatricians were the “first choice” for influenza vaccination information among 69 percent of mothers. Concerns over vaccine safety, misinformation and “myths” that vaccination is “unnecessary” for healthy children and belief that influenza is a mild illness persist as vaccination barriers.  Messages emphasizing vaccine safety, disease severity and family protection were most motivating across all ethnicities.

Conclusions: Despite an encouraging link between universal recommendation awareness and positive intent, strong pediatrician recommendation and debunking of lingering myths will be critical to ensure vaccination.  Findings are being integrated into strategic messaging and creative communications to educate parents and harness healthcare professionals’ influence.