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Respiratory virus season is upon us, putting everyone at a higher risk for COVID-19, flu, pneumonia and respiratory syncytial virus (RSV). Hear from industry experts about how to overcome immunization challenges and increase vaccine uptake during this critical time.
Respiratory virus season is upon us, posing a serious threat to populations including young children, the elderly and those with certain chronic medical conditions who are at increased risk from COVID-19, flu and respiratory syncytial virus (RSV). The good news is that vaccines for all these conditions are easily accessible and can often be administered at the same time.
However, despite availability, between September 2023 and May 2024, less than half of adult Americans received an influenza vaccine and only 22.5% received an updated COVID-19 vaccine, the CDC reports.
There can be multiple obstacles preventing people from getting the vaccines they need to protect themselves and others, including concerns about side effects and trouble scheduling appointments. Misinformation about vaccines runs rampant on social media, some websites, TV and other channels, which can make people hesitant to bring up vaccination with their doctors. With immunizations such as the RSV vaccine, it’s so new that many people simply don’t know enough about it to discuss it or get it. “People may not be aware of these options and their benefits,” said Dr. Albert Rizzo, Chief Medical Officer for the American Lung Association.
For others, respiratory illnesses can be out of sight, out of mind, says Seth Toback, MD, Senior Vice President, Medical Affairs at Novavax.
“Without a visible daily reminder of the potential impact of these viruses—as we had during the height of the COVID-19 pandemic—many people do not feel an urgent need to protect themselves. Others simply do not understand their own vulnerability,” he said.
Fortunately, doctors, nurses and other healthcare providers continue to be among the most trusted professions by the American public, according to the annual Gallup ethics and honesty poll, and they can help improve vaccine uptake by engaging patients and caregivers in conversations about the risk peoples face from seasonal respiratory infections, the protection provided by vaccination, and available vaccine options.
Here are three strategies for supporting doctor-patient conversations this respiratory season to boost vaccine uptake.
1. Deliver tailored messages before doctor’s appointments
Reaching patients and caregivers at the point of care is an effective strategy for supporting vaccine confidence and adoption, according to new research. Between March 2020 and May 2024, Phreesia delivered tailored vaccine messages, such as content focused on reducing hesitance, receiving boosters or starting or completing vaccine series, to groups segmented based on factors including demographics and vaccination status.
The results were clear: Those who saw messages just before doctor’s appointments were more than twice as likely, on average, to get vaccinated as those who didn’t, and 65% of those who saw the vaccine content said they were likely to discuss vaccines with their doctor.
As Dr. Rizzo pointed out, people come to medical clinics and facilities ready to have conversations about their health, so they’re likely more open to discussing vaccines and other ways to stay healthy. And tailored content that’s relevant to the patient can help put the importance of vaccination in context.
“At the point of care, the risk associated with contracting a particular respiratory virus can also be discussed in the context of chronic medical conditions, age, and other risk factors. It is a good opportunity to discuss the burden of missed school days, workdays, doctor’s visits, etc. that can be tailored to the patient,” he said.
2. Provide vaccine content in safe informational environments
Equipping people with accurate information about vaccines via channels that do not host mis- and disinformation about immunization is critical. This is especially effective when materials are served right before a doctor is available to answer questions and address concerns, Dr. Rizzo says.
“For those who are uncertain about vaccination, it gives them time to review the information and come to the appointment ready to ask their questions and discuss,” Toback agreed.
That was the case for patient Bergerette, who received information about COVID-19 vaccination on the Phreesia platform while checking in for an appointment. “Some information that was relayed was new to me, and I talked with my provider about what steps I needed to take,” she said. “I told my husband about it as well, which got him to get vaccinated.”
Materials should provide a short, easy-to-understand explanation of who is at risk from various respiratory viruses and how vaccines work to protect the body—especially children, the elderly and people with compromised immune systems, Toback suggests. “Patients should be informed about available vaccine options, when they should receive them and who is eligible to receive them.”
They should also give clear action steps and make it easier to take those steps. Providing sample questions to ask a doctor, for example, can help a patient initiate a discussion in which a doctor can address any concerns or confusion they may have.
3. Follow up after appointments
Reaching out to people before they arrive at medical appointments and initiating conversations at the point of care will ideally lead to vaccines being administered in the office. But that’s not always possible; sometimes, one conversation isn’t enough to foster confidence in vaccines, and more discussion with a patient is needed. Dr. Rizzo recommends continuing patient engagement at multiple post-appointment touchpoints.
“This shouldn’t be just one conversation,” he emphasized, noting that healthcare stakeholders should take every opportunity they can to share the importance of vaccination with patients.
Those opportunities can include a follow-up email, text or other communication, depending on the patient’s contact preferences. Educational materials should be available at the point of care “to continue education following the patient visit,” he said.
Learn how Phreesia can help you reach patients before, during and after appointments with tailored, high-quality health information to support doctor-patient vaccination conversations and drive behavior change.
