Adults Need Vaccines Too: Communication Strategies for Improving Adult Immunization

Background:  Adult vaccination rates are extremely low. Every year thousands of adults suffer illness, are hospitalized, and even die as a result of diseases that could be prevented by vaccines. There are a range of barriers to adult vaccination, including lack of healthcare professional (HCP) recommendation and low public knowledge. Communication strategies can play a critical role in addressing these two barriers and increasing community demand for adult immunization.

Program background:  Informed by mixed method research, relevant behavioral theories, and best practices from the field, CDC has developed a strategic communication framework for increasing community demand for adult vaccines that targets both adults and HCPs. This framework includes four strategic activities: promotional outreach to raise awareness, information dissemination to educate, support tools and training for implementing immunization-related behaviors, and building champions to reinforce positive social norms. CDC has created messaging, materials, and communication tools to support these strategies, which are being disseminated through trusted sources and channels that can most effectively reach and motivate target audiences to take action toward timely vaccination.

Evaluation Methods and Results:  As a first step in developing this program, CDC reviewed published and grey literature on knowledge, attitudes, beliefs, and behaviors (KABBs) related to adult immunization as well as existing programs, strategies, and messaging to communicate about adult vaccination. Based on the gaps identified through this literature review, focus group research was conducted to obtain an in-depth understanding of adults’ KABBs related to adult vaccines, as well as their reactions to concepts and messages to promote adult immunization. Both the literature review and the focus groups revealed that HCP recommendation is a key motivator and facilitating factor for adults to get vaccinated and that HCPs are a highly trusted source of information about immunization. Therefore, a series of in-depth interviews (IDIs) were conducted with HCPs to understand their KABBs related adult vaccines as well as to identify ways in which CDC can support HCPs in assessing, recommending, and administering adult vaccines. All communication resources were developed based on this research and select products were tested with target audiences.

Conclusions:  Raising awareness about the need for adult immunization is absolutely needed, but will not be enough to improve vaccination rates. Adults want to understand the risks and benefits of vaccination for them as individuals in order to make an informed decision. Clinicians are the most trusted source of health information for adults and play a critical role in making sure their patients are protected by routinely assessing immunization status and strongly recommending necessary vaccines. Strategies and resources for making compelling vaccine recommendations and addressing patient questions can support HCPs in their communication with patients.

Implications for research and/or practice:  In order to motivate adults to get vaccinated, the risks and potential consequences of vaccine-preventable diseases and the benefits of vaccination must be communicated using simple messages and concepts that are framed in a positive and encouraging manner. Adults have many questions about vaccination and want to understand whether a recommended vaccine is right for them.