Creating a Communication Framework for Improving Immunization

Background:  According to the 2014 National Health Information Survey (NHIS), most adults are not getting the vaccines recommended for them and vaccination coverage rates are well below national goals for Healthy People 2020.

Program background:  In Fall 2012, the Health Communication Science Office within CDC’s National Center for Immunization and Respiratory Disease secured funding to develop a program to increase awareness about the need for adult immunization and encourage timely vaccination according to the recommended schedule. As a first step, CDC conducted a literature review, national survey, and focus groups with adults to better understand why adults are not getting vaccinated and how to motivate them to do so. CDC also conducted interviews with healthcare professionals serving adults to obtain insight into adult immunization practices and experiences. Based on research findings, theories and models of behavior change, and best practice, CDC developed a framework for how communication efforts can help encourage adults to get vaccinated. In addition to increasing awareness, this framework stresses the importance of engaging adults in considering vaccination by making it personally relevant and then providing tailored information from trusted sources to help them make informed decisions.

Evaluation Methods and Results:  Using this strategic framework, CDC has implemented communication activities and created educational resources to increase the awareness of the need for adult immunization and support adults in making informed decisions about vaccination. This has included traditional, digital, and social media outreach through trusted channels and partners, reaching millions of adults and resulting in over 370,000 adults completing the CDC Vaccine Quiz with tailored recommendations to discuss with their healthcare providers. Indicators related to vaccination behavior were developed based on the communication framework and are being monitored through a national consumer survey. In 2015, over 80% of respondents were aware that they need vaccines in addition to influenza, and close to 40% indicated that they make sure they are up-to-date with recommended vaccines. Given that clinicians are the most trusted source of health information for adults and their critical role as immunization providers, CDC also developed best practices and supporting resources for strengthening vaccine recommendations and encouraged more routine assessment of adult vaccination needs through partner engagement.

Conclusions:  Through these efforts, CDC aims to make adult vaccination a higher priority among healthcare professionals, increase demand for adult vaccines, and contribute to the national effort to increase adult vaccination

Implications for research and/or practice:  Creating a strategic framework based on research, theory, and best practice can be critical in identifying the communication strategies that can most effectively support health decision-making and behavior change – as well as assist programs in prioritizing and targeting their efforts given limited resources.