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Science-based communication to decrease disparities in adult pneumococcal vaccination rates.

Brian S Krueger, Marc L Hutchison, Emily C Bodo

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    Summary

    Appealing to community and family duty significantly boosts positive attitudes toward pneumococcal vaccination. These science-based messages increase vaccine intent across diverse racial and ethnic groups.

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    Area of Science:

    • Public Health
    • Health Communication
    • Vaccinology

    Background:

    • Pneumococcal vaccination is crucial for preventing serious infections.
    • Understanding effective communication strategies is vital for improving vaccine uptake, especially among diverse populations.
    • Previous research has explored various messaging techniques, but the impact of duty-focused appeals on pneumococcal vaccination attitudes requires further investigation.

    Purpose of the Study:

    • To assess the impact of science-based communications on attitudes toward pneumococcal vaccination.
    • To examine how nonwhite racial and ethnic populations respond to different vaccination messages.
    • To validate communication strategies in both national and community settings.

    Main Methods:

    • A nationally representative survey (N=3276) and a community pharmacy field experiment (N=86) were conducted.
    • Participants were assigned to either treatment groups receiving specific messages or a control group.
    • Outcome measures included changes in favorable views of pneumococcal vaccination and intent to discuss vaccination with a medical professional.

    Main Results:

    • Messaging emphasizing community and family duty significantly increased the perceived personal importance of pneumococcal vaccination for both nonwhite (12.2% points) and white (8.7% points) respondents in the national survey.
    • The field experiment validated these findings, showing a combined message focused on duty increased intent to vaccinate by 25% points in a diverse population.
    • These positive effects were consistent across both study designs and participant demographics.

    Conclusions:

    • Appeals to community and family duty are effective in promoting favorable attitudes toward pneumococcal vaccines.
    • These messaging strategies can increase behavioral intent to seek medical advice about vaccination among both white and nonwhite populations.
    • Healthcare providers should consider incorporating duty-focused messages to enhance vaccination motivation across all patient groups.