As the rates of seasonal and routine vaccinations decline, reports of increasing cases of preventable diseases continue to surface. It’s no surprise that vaccines have become a hot topic, discussed widely across political platforms and lifestyle outlets today, often fueled by misinformation. According to a study conducted in 2023 from the Annenberg Public Policy Center of the University of Pennsylvania, Americans have less confidence in vaccines to address a variety of illnesses than they did just a year or two ago, and more people accept misinformation about vaccines and Covid-19.
To better understand how these shifting dynamics are showing up in the exam room, we conducted a Sermo RealTime survey to 108 U.S.-based healthcare professionals (HCPs) spanning primary care physicians, pediatricians, OBGYNs, nurse practitioners, physician assistants, and retail pharmacists. With the results in hand, we interviewed 3 members of the Sermo Medical Advisory Board to gain deeper insights into their experiences and perspectives.
From a sharper focus on public trust to HCPs needing better resources, here are three key insights to help pharmaceutical leaders strengthen their HCP and DTC vaccine strategies.
1. The surge in vaccine hesitancy among patients
When it comes to what is actually occurring in the exam room, an overwhelming 88% of HCPs report observing a shift in public perceptions toward vaccines, while 85% have noticed increased vaccine hesitancy among their patients. Notably, this shift is happening in real time. While 63% of HCPs are seeing changes over the past five years, 28% are reporting a significant rise within just the past year.
The vaccines most affected by hesitancy include COVID-19 (98%), Influenza (74%), HPV (43%), MMR (38%), and RSV (37%). As vaccine hesitancy continues to rise, physicians are dedicating more time to patient education, combating misinformation, and addressing fears to ensure individuals stay protected against preventable diseases.
Physicians are encountering this hesitancy firsthand, with many attributing it to a combination of social, psychological, and systemic factors. Dr. Sara Farag, M.D., an OB/GYN and member of the Sermo Medical Advisory Board, explains, “I notice a lot of hesitancy toward vaccines, especially in young populations. While this may not be new—e.g., initial hesitancy against the HPV vaccine—I believe it is now more prevalent, particularly after COVID vaccines were introduced. The hesitancy stems from multiple factors, including the mandatory nature of the COVID vaccine in some cases, side effects that raised concerns about vaccine studies, and doubts about efficacy if individuals still contracted COVID after vaccination. I spend a lot of time addressing these doubts with patients.”
Dr. Ashish Rana, M.D., an Internal Medicine Program Director and Sermo Medical Advisory Board member emphasizes the impact of misinformation, particularly on social media. “Vaccine hesitancy trends have gone up significantly since the COVID vaccine. Part of it stems from semi-true but exaggerated reports of side effects, which social media has amplified. Another factor is mistrust in the pharmaceutical industry for rapidly developing new vaccines, such as the RSV vaccine, which has left society feeling overwhelmed. Patients are now rejecting even long-established vaccines, like those for flu and pneumococcal diseases. The situation is compounded by the complexity of keeping track of evolving vaccine types, which can make it challenging for physicians to confidently recommend them.”
Infectious disease specialist and member of the Sermo Medical Advisory Board, Dr. Claudia Martorell, M.D., sees a troubling array of misconceptions driving patient decisions. “Some patients believe certain individuals are too fragile for vaccines or think spacing out vaccines is safer than following the recommended schedule. Others fear vaccines contain harmful ingredients causing autism or autoimmune disorders. Many dismiss the flu vaccine entirely, believing its partial effectiveness isn’t worth it. Social media amplifies these fears with claims that vaccines kill people, contain microchips, or are part of government experiments. Some patients argue that recovering from illnesses like COVID makes vaccination unnecessary or insist natural immunity is superior. I’ve even heard concerns about vaccines altering DNA or patients refusing vaccination while battling minor illnesses like colds. These myths are not just frustrating—they’re dangerous, leaving patients unprotected against preventable diseases and making it harder to build trust.”
2. Trust in vaccine efficacy data
The encouraging news is that 72% of healthcare professionals (HCPs) believe there is sufficient scientific data supporting vaccine efficacy—a critical foundation that vaccine brands can use to build public trust. However, while many HCPs express confidence in vaccine research, they also acknowledge the complexities and challenges that can influence public perception.
Dr. Farag highlights her trust in the rigorous studies conducted before a vaccine’s release. “Overall, I trust vaccine efficacy data and believe that the rigorous studies that are completed prior to vaccine release are excellent and well-run. However, as with all new medications or vaccinations, some side effects may not become apparent until after widespread use,” she explains. This emphasizes how important it is to be open about both the benefits and possible risks of vaccines.
Similarly, Dr. Rana points out that while the data often reflects clear health benefits, nuances in the findings can complicate public understanding. “Sometimes the data demonstrates endpoints that are easy for the public to grasp, like reduced death rates, but other times it doesn’t clearly explain the strength of the numbers. For example, RSV vaccines may reduce death rates, but the number needed to treat (NNT) to achieve that benefit can be quite high. Balancing these benefits with costs, including side effects like missed workdays, is critical. It’s also important to note that these benefits often apply to specific populations, such as those who are immunocompromised, rather than the general healthy population.”
Dr. Martorell observes that public skepticism toward vaccine efficacy data stems from a variety of factors. “Many people don’t understand how to interpret the information or where to find reliable sources. Some distrust government agencies like the CDC or FDA, and widespread misinformation, often amplified by social media, only deepens skepticism. In many cases, people simply choose to believe what aligns with their existing views.”
These perspectives highlight the trust HCPs place in vaccine data, even as they acknowledge the challenges in translating this confidence to the public. For vaccine brands, the task isn’t just about presenting scientific evidence—it’s about bridging the gap in understanding, addressing concerns, and countering misinformation to inspire trust among patients who may lack the same level of familiarity with the science.
3. The need for HCP guidance in patient decision-making
The study found that nearly 80% of healthcare professionals (HCPs) believe patients struggle to independently analyze vaccine efficacy data, highlighting the critical role HCPs play in guiding patients through vaccine-related decisions. By addressing misconceptions and translating complex science into simple terms, HCPs act as trusted intermediaries in helping patients make informed choices.
Dr. Martorell explains that providing education based on reliable sources, such as CDC guidelines and government recommendations, is essential. “Healthcare providers are the primary source of information, but it’s crucial to consistently reinforce key messages and proactively address misinformation as it arises,” she notes. However, she acknowledges that tackling misconceptions can be easier in some cases than others, particularly when skepticism is rooted in government distrust or conspiracy theories.
Similarly, Dr. Rana emphasizes the importance of understanding individual patient needs before introducing a vaccine. “The role I play is first to understand who most can benefit from a vaccine and then introduce this to the patient,” she shares. However, he notes that vaccine hesitancy is increasingly common, with many patients outright refusing vaccines. To address this, Dr. Rana provides detailed explanations tailored to patient concerns. For instance, he addresses the common misconception that vaccines introduce live viruses by using an analogy: “I explain that a live virus is not given. I use the example of an egg, where the vaccine only provides a tiny piece of the shell, not the full virus. This allows the immune system to develop antibodies that lie in wait, ready to attack the virus if it enters the body.” He adds that such explanations often help patients better understand how vaccines work and can even convince them to proceed with vaccination.
These insights underscore the vital role HCPs play in addressing patient hesitations, dispelling myths, and providing clear, science-based information. Their ability to communicate effectively and build trust positions them as essential figures in guiding patients through vaccine decisions.
How vaccine brands can take action
Pharma brands have an opportunity here to empower HCPs with better tools and resources to guide patient conversations, ultimately fostering vaccine acceptance:
- Leverage first- and zero-party data to identify specific demographics demonstrating hesitancy and develop precise, culturally relevant messaging to ease their concerns.
- Build upon the trust HCPs have with the CDC Guidelines by crafting messages that directly reference CDC data and guidelines. Reinforce this alignment in patient-facing promotional and educational materials to strengthen awareness.
- Highlight and simplify clinical trial results and other scientific studies in promotional ads and educational content to increase public transparency and relatability.
- HCPs play an integral part in mitigating vaccine concerns with their patients, provide simplified, visual resources like brochures, comparison charts, or interactive apps that help providers explain vaccine data effectively during patient interactions.
- Continue supporting HCPs in their patient interactions by creating on-demand training modules or videos for HCPs to keep them up to date on evolving efficacy data or counterarguments to common myths.
If you’re ready to take your HCP vaccine strategy to the next level, contact us at business@sermo.com
On behalf of Sermo, thank you for checking out our blog post on Vaccine Trends. This is just one of the many examples of how we can inform digital strategies from our global panel of HCPs and healthcare experts.
At Sermo, we turn physician experience, expertise, and observations into actionable insights for the global healthcare community. Engaging with more than 1 million HCPs across 150 countries, we provide physicians with a social platform that fosters impactful peer-to-peer collaboration & discussions about issues that are important to them and their patients. Sermo offers on-demand access to physicians via a suite of proprietary technology to provide business intelligence that benefits pharmaceutical, healthcare partners and the medical community at large.
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