Understanding Vaccine Information Needs and Message Preferences for a Tailored mHealth Intervention

Area of Science:

• Public Health
• Health Communication
• Behavioral Science

Background:

• Vaccine hesitancy is a significant public health issue, leading to under-vaccination and disease outbreaks, particularly in rural areas.
• Understanding the specific informational needs and communication preferences of rural caregivers is crucial for developing effective interventions.

Purpose of the Study:

• To identify informational needs, trust in health information sources, and messaging preferences among rural caregivers.
• To inform the design of a mobile health (mHealth) application aimed at improving vaccine confidence and decision-making.

Main Methods:

• Qualitative study involving 32 parents/caregivers of children aged 0-3 years from Montana and Nebraska.
• Participants were recruited based on varying levels of vaccine hesitancy using the Parent Attitudes About Childhood Vaccines (PACV) scale.
• Data collected through focus groups and individual interviews, analyzed using thematic analysis in NVivo.

Main Results:

• Caregivers expressed informational gaps regarding vaccine mechanisms, safety testing, and immunization schedules.
• Gain-framed messages focusing on benefits were preferred over loss-framed messages, which were perceived negatively.
• Trust in local healthcare providers was paramount, influencing vaccine acceptance more than national health organizations.

Conclusions:

• Effective vaccination communication requires integrating trusted local messengers, transparent and empowering framing, and participatory engagement.
• Findings directly inform the development of a parent-facing mHealth application tailored to rural caregivers' preferences.