Applying Formative Research to Develop Infant Immunization Communication Strategies

Theoretical Background and research questions/hypothesis:  Approximately 12,000 infants are born each day in the United States, and immunization is one of the most effective ways to protect them from 14 potentially serious diseases. While the Nation’s childhood immunization coverage rates are at or near record high levels, the challenges of maintaining childhood vaccination rates are ongoing. With more recommended vaccines than many parents experienced as children and more information questioning the necessity and safety of vaccines, it is important that CDC conduct research to effectively tailor messages and concepts that resonate with parents to  empower them to follow the recommended vaccination schedule for their children.

Methods: In 2008 and 2011, NCIRD conducted a series of focus groups in 5 major U.S. cities to explore parents’ knowledge, attitudes, and beliefs on infant immunization and to test communication  appeals, concepts and materials.  In both years, participants included mothers of children under two years of age and were segmented by race/ ethnicity and education. In 2011, focus groups were also segmented on level of parenting experience and included Hispanic mothers, who were additionally stratified by level of acculturation. In 2011, focus groups included fathers of children under two years of age in order to explore their knowledge, attitudes and beliefs of vaccines and their role in immunization decisions for their children.  

Results: Information gathered from the focus groups revealed a better understanding of barriers that deter parents from following the recommended immunization schedule, as well as motivators for keeping their children on schedule. Focus groups also revealed parents’ perception of vaccines as compared to other children’s health issues and preferences for vaccine information sources. In addition, focus groups provided insight into the role of acculturation in Hispanic mothers’ attitudes and behaviors toward childhood vaccination. Lastly, parental preferences for communication appeals and concepts for immunization communication materials were elucidated. 

Conclusions:   NCIRD has been able to develop culturally and linguistically appropriate educational and mass media infant immunization communication campaign materials for various parent audience segments.

Implications for research and/or practice: Understanding how parents perceive and approach vaccines for their children is critical to the development of effective, targeted communications for maintaining high immunization rates. This knowledge will also be essential for employing appropriate and effective communication strategies during an emergency situation, such as during an outbreak of a vaccine-preventable disease. Lastly, understanding parental preferences for communication appeals may be important in designing communication material for other child-related health behavior