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Web-Based Tailored Messaging to Increase Vaccination: A Randomized Clinical Trial

Jason M Glanz1,2, Nicole M Wagner3,4, Komal J Narwaney3

  • 1Institute for Health Research, Kaiser Permanente Colorado, Denver, Colorado; jason.m.glanz@kp.org.

Pediatrics
|October 13, 2020
PubMed

Insights

Tailored online vaccine messages for new parents did not improve timely infant vaccination rates. The "Vaccines and Your Baby" intervention showed no significant difference compared to usual care or untailored messages.

Area of Science:

  • Public Health
  • Preventive Medicine
  • Health Communication

Background:

  • A Web-based intervention, "Vaccines and Your Baby" (VAYB), was developed to increase vaccine acceptance among new parents by tailoring messages to their beliefs.
  • The study aimed to assess if tailored messages improved timely infant vaccination uptake compared to untailored messages or usual care.

Purpose of the Study:

  • To evaluate the effectiveness of a tailored Web-based intervention (VAYB) in promoting timely infant vaccination.
  • To compare the VAYB intervention against an untailored version (UT) and usual care (UC).

Main Methods:

  • A randomized clinical trial involving 824 pregnant women and new parents from April 2016 to June 2019.
  • Participants were assigned to VAYB, UT, or UC groups, receiving interventions from pregnancy to 15 months postpartum.
  • The primary outcome was the proportion of infants up-to-date on vaccines by 200 days of age, analyzed using logistic regression.

Main Results:

  • Up-to-date vaccination rates were high across all groups: 91.44% (VAYB), 92.86% (UT), and 92.31% (UC).
  • The VAYB intervention did not significantly increase the likelihood of infants being up-to-date compared to UC (OR=0.89) or UT (OR=0.82).
  • No significant difference in timely vaccination was observed between the untailored intervention and usual care groups (OR=1.08).

Conclusions:

  • Web-based vaccine messages tailored to parental attitudes and values did not enhance timely infant vaccination.
  • The study suggests that tailored messaging alone may not be sufficient to overcome barriers to infant immunization.
  • Further research may be needed to explore alternative or supplementary strategies for improving vaccine uptake.
Abstract

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