Using Formative Research to Improve Outreach to Clinicians

Background:  Strong audience research can be used to inform development of communications initiatives. Communications research findings have been used to refine strategy and build targeted outreach that taps pediatricians’ motivations effectively and achieves change in HPV immunization attitudes and uptake. Building upon existing audience research as well as from a comprehensive literature review, CDC focused on encouraging and enabling providers to give effective, routine HPV vaccine recommendation bundled with the recommendations for other vaccines given at ages 11-12.

Program background:   Formative qualitative and quantitative research was conducted to gather baseline data on pediatricians’ perceptions and experiences in recommending HPV vaccine, and also to identify messaging that resonated with providers. Results informed the development and refinement of communications campaign activities directed to clinicians who serve pediatric patients.  

Evaluation Methods and Results:  The pediatrician research consisted of three components:  1) Five in-depth interviews (IDIs) to guide development of an online survey; 2) Online survey of 701 pediatricians, which allowed us to segment pediatricians based on relevant HPV vaccination factors; and, 3)Twenty-five follow-up IDIs to have a deeper understanding of survey findings and to test language for campaign materials and web content.

Conclusions:  Findings showed that pediatricians’ approaches to recommending HPV vaccine varied, and included: offering information to parents rather than give an effective recommendation when first discussing HPV vaccine; clinician perceptions of lower importance for recommending HPV vaccine when compared with other adolescent vaccines; and differences in attitudes and recommendation practices by clinician demographics.  Barriers to administering HPV vaccination according to ACIP recommendations included, perception that parents value HPV vaccine less than other vaccines; anticipation of uncomfortable conversations when recommending HPV vaccine for 11- and 12-year-olds; and, concerns about jeopardizing the relationship with the parent.

Implications for research and/or practice:   Research findings informed refinements in messaging and program tactics, such as reiterating the importance of HPV vaccination as cancer prevention, emphasizing ages 11–12 as the critical time for HPV vaccination, and recommending HPV vaccination in the same way and on the same day as the other vaccines recommended for patients ages 11-12, in order for parents to receive an effective recommendation from their child’s clinician.