Provider Resources for Vaccine Conversations with Parents: Engaging Partners in the Development and Distribution of Educational Materials for Parents of Young Children

Background: 

While public concern about vaccine safety has existed since the first vaccines, multiple factors have emerged in recent years, presenting new challenges to sustaining public trust in immunization. Our nation’s successful immunization program has led to a perception that the diseases vaccines prevent no longer threaten children’s health in the U.S. Concerns about adverse reactions triggered by vaccination have the potential to raise parental, political, and healthcare professional anxiety to a level that may threaten the ability of some children to receive timely, complete immunizations. A rapidly evolving communications environment affords more, frequently unfounded, information than ever before. Web-based, peer-to-peer interactions are increasingly common and influential. There are also more well-organized, well-funded vocal critics of immunization. And the recommended childhood immunization schedule has become increasingly complex with new vaccines and expanded recommendations for existing vaccines.

Program background: 

Research shows that parents of children younger than 2 years old want clear, consistent immunization messages from multiple, credible sources. It also shows that parents’ trust in the vaccine information they receive from their child’s healthcare provider. Using what was learned from a comprehensive literature and research NCIRD developed and implemented a communication, partnership, and dissemination plan for "Provider Resources for Vaccine Conversations with Parents." The plan identified key partners and engaged them early in development, dissemination, and marketing. 

Practice/Program-Based:

Qualitative and quantative research on parent and provider knowledge, attitudes and behaviors about vaccination, combined with science-based communications strategies and risk communication principles, was used to inform the development of communication strategies, immunization messages, and materials.

Evaluation Methods and Results:  "Conversations" resources was co-branded with The American Academy of Pediatrics and American Academy of Family Physicians. Four pieces launched online in 4th quarter 2009; seven pieces were added in the 2nd quarter of 2010. Additional pieces will be added as they are developed. Partners were involved in numerous outreach and marketing strategies to disseminate these new materials including a direct mailing to 60,000 providers, inserts and ads in targeted professional publications. Outreach web and social media strategies included a web platform for posting high-level content and links to resources for online reading and download for printing; banner ads; partner web buttons; and email marketing. Usability testing of the provider web portal page was conducted and qualitative results informed web design enhancements. Similar usability testing of the parent web portal is scheduled for late summer 2010. Anecdotal feedback collected through anonymous online feedback responses additionally informed our evaluation. Web metrics, including comparative and timeline-specific analysis of page views, page visits, and downloads, are ongoing. Results have already confirmed increased viewership and downloading after targeted promotion.  Individual interviews with providers and a field test of the materials will be completed in the 3rd quarter 2010 and will help to inform revision and effective use of the materials as well as identify any information gaps.

Conclusions:  Key partnerships, co-branding, traditional and innovative dissemination strategies, and web and social media have assisted in getting messages and materials to comprehensively address parents’ vaccine questions and concerns into the hands of parents and providers.

Implications for research and/or practice:  Engaging key partners early in and throughout the process is critical.