Suspicious parents can be reassured of vaccine safety with proper communication strategies, openness and empathy. There are four types of parents when it comes to vaccines: 1) believers—those who believe vaccination is safe and necessary; 2) relaxed—those who are cautious but still trust their physicians; 3) cautious—those who don’t really have a problem with vaccines until seeing media coverage or speaking with friends; and 4) the unconvinced—those who staunchly believe that not getting vaccinated is in the best interest of their child. Pediatricians should target the cautious parents, who are typically scared but respond to education efforts. Many parents have been put off by physicians whom they felt were condescending. Physicians must maintain proper and sensitive communication habits despite time constraints with each patient. Break down their fears and see where they’re coming from. Fewer and fewer parents are asking about specific vaccines and instead have this global, vague mistrust. If you ask them to specify their fears, you can respond appropriately.
The most effective pitch for a vaccine is one that is emotional and personal. You can throw out all the science and data and research, but at the end of the day, what really makes families comfortable is that you yourself are vaccinated and that you vaccinate your own kids. You must reassure your patients that you wouldn’t do anything different.