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Social Media Strategies to Improve Immunizations

FL Adolescent Immunization Conference Jan 2017

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on 7 November 2017

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Transcript of Social Media Strategies to Improve Immunizations

Christine Vara, christinevara@gmail.com
Strategic Communication Consultant
Social Media Manager/Blog Editor

Confronting vaccine hesitancy is not a one-size-fits-all proposition.
State/School Mandates
Defining the Players
Provider Recommendation
Immunization attitudes are influenced by...
Outbreaks/Media Coverage
Meet Joe ~ He's one of us!
Scientific Research
Tips for
How can we use
social media to influence vaccination decisions?

Social Media Strategies

2015 Survery of Physicians
Following measles outbreak.

Medscape Vaccine Acceptance Report: Where Do We Stand?
Susan B. Yox, RN, EdD; Laurie Scudder, DNP, NP; Laura A. Stokowski, RN, MS | August 26, 2015
Middle School Vaccination Requirements
with Higher Adolescent Vaccination Coverage
Influence of Social Network
Impact on Social Norms
CS Mott Children's Hospital.
National poll on children's health. July 6, 2015
After measles outbreak, parents asked opinions about benefits & safety of vaccines vs. 1 year ago.
of parents use
Social Media as a main
source of advice
Prevelance of Social Media

Social media has changed the way we interact with one another and how we get news and information.

of parents
use the internet
of parents
use social media
Perception vs.
CDC Childhood IZ Partner Call August, 2015; Judith Weiner, PhD, Allison Fisher, MPH, Glen Nowak, PhD, Michelle Basket, BS, & Bruce Gellin, MD, MPH
First-Time Expectant Mothers'
Knowledge, Beliefs, Intentions, and Behaviors
Health care providers
#1 source of info,
but parents still rely on
family, friends, internet & media.
SpringStyles Survey: Immunization Attitudes of Parents with Children 6 and Under, Aug, 2015
Parents actively seek information before vaccination visits.
SpringStyles Survey: Immunization Attitudes of Parents with Children 6 and Under, Aug, 2015
is NOT Reality
When conducting internet searches,
parents seeking information about vaccine risks will get

more websites that perpetuate vaccine myths
more websites that recommend against vaccination
(vs parents seeking info about vaccine benefits)

Parents end up receiving information that supports
their concerns and misconceptions.
Understanding Vaccination Resistance: Vaccine Search Term Selection Bias and the Valence of Retrieved Information, Vaccine, 2014
Ruiz JB, Bell RA, http://www.ncbi.nlm.nih.gov/pubmed/25176640OB)
Surge in search engine searches related to measles during outbreak.
Other Popular Blog Views:
Explaining Measles Outbreak Despite High Vaccination Status (Sept. 2013)
Measles Outbreaks Are Concerning Even to Vaccinated (March 2014)
Family Exposure to Measles Reveals Importance of Herd Immunity (Feb 2015)
Search Term Valence:
We Get What We're Looking For
It's not always pretty...

Personal Narratives
to boost
Social Sharing

Confronting vaccine hesitancy is not a one-size-fits-all proposition.
Different strategies work with different people.
Concerns differ depending on whether vaccinating
infant, adolescent or adult.

STUDY: Comparing approaches to addressing MMR vaccine-autism myth
Disease-risk intervention (
talking about risks and showing images of children with measles
) more effective in changing attitudes than autism correction intervention (
explaining why the MMR-autism link is invalid
Medscape’s 2015 Vaccine Acceptance Report: Survey of providers related to vaccine hesitancy.
Most favorable strategy:
Asking about specific concerns
then addressing those concerns with evidence.
37.5% say very important
37.5% say somewhat important
75% of immunization professionals we surveyed realize importance of social media
How Important is Social Media to Your Organization?
Using evidence-based communication strategies can help influence societal norms, boost vaccine confidence & improve vaccine uptake.
Blog Posts Highlight Personal Stories
Facebook Posts
Follow #StateoftheImmUnion on Facebook & Twitter
Research suggests it is difficult to persuade vaccination skeptics.

Direct attempts to counter vaccine myths can backfire and reinforce fears.

Focusing on risks of NOT vaccinating was more effective in changing attitudes (especially among those most hesitant).

Study suggests that focusing on dangers of disease and use of personal narratives detailing experiences with VPDs is more effective.
It's about the risks of NOT vaccinating.
Countering Vaccine Hesitancy
It's not just about the risks of vaccinating.
Evidence-based decision-making procedures & recommendations. (ACIP, NVAC)

Controlled processes for licensing/monitoring vaccine safety & effectiveness. (VAERS)

Educate the public about how vaccine safety is constantly assessed & assured.

Disease surveillance.

Transparency in vaccine safety/quality issues.

Dr. Jekyll or Mr. Hyde? (How) the Internet influences vaccination decisions: recent evidence and tentative guidelines for online vaccine communication.
Vaccine. 2012;30:3723-3726. Betsch C, Sachse K.
http://www.mdpi.com/2076-393X/1/3/204 /htm
Study Indicating the Factors Associated With Improved Public Confidence in Vaccines
Evidence that we need to further educate the public about the following:
We apply these priorities to our Social Media platforms: Facebook, Twitter and the Shot of Prevention Blog.
Countering Antivaccination Attitudes

Evidence Based


How to handle vaccine hesitancy?
Best Practices
Keeps flu vaccination top of mind throughout the season.
Shot of Prevention did a
'Friday Flu Shot' series.
Push out reports of flu activity in your area.
Information on where
to locate flu vaccines.
Pertussis Prevention: It's Not Just For Babies
Detailed Infographic
Vaccinate Your Family Campaign
Emphasizes That Adolescents are At Risk of Pertussis
Often the Source of Infection Among Babies
Facebook/Twitter Image
No conflicts of interest.
Every Child By Two:
Vaccinate Your Family:
Shot of Prevention Blog:
Like us on Facebook:
Follow us on Twitter:
@ShotofPrev and @EveryChildBy2
Celebrities...the good, the bad & the ugly.
Personal Stories Are Powerful
Flu Stories
Luke's Flu Story
PreTeens & Teens
Landing Page
Disease Landing Page (HPV)
Disease Landing Page
Personal Stories Highlighted
on Each Landing Page
Every Child By Two's Vaccine Preventable Disease eBook
Mainstream Media Reports
Meningitis B Shatters Dreams
Families Fighting Flu
Shot By Shot
Voices For Vaccines
Full transcript