Survey: Effective Vaccine Conversations Rely on Open Communication

With the unfolding of recent measles outbreaks in the U.S.—a disease that had been declared eliminated but is now making a frightening resurgence—the hot-button debate over vaccinating children is now front and center once again.

The science behind vaccines is abundantly clear—they are safe, effective, and essential. However, many still feel skeptical.

So, we surveyed 1,000 people to better understand the conversation around vaccines and how—and if—it plays a role in whether people choose to vaccinate their children.

A Relevant Topic for Everyone

You may have thought that whether or not to vaccinate your child was a conversation of days past, but 1 in 5 Americans are currently having disagreements on the topic. In fact, vaccination is the number one health-related source of disagreement among friends, family, and loved ones when discussing hot-button issues.

And it’s not just households welcoming newborns or raising young children that are discussing vaccines. Yes, 60% of these conversations do happen among partners and family members. But, an unexpected 63% of these conversations are happening among friends.

Even more, almost 72% are talking to one or two people in their lives about vaccines, and 16% are talking to over five. Basically, everyone is talking about vaccines!

It’s All in the Approach

But exactly how are people talking about it? And does the way they approach the discussion affect its outcome?

Of those who do converse about vaccines, more than half (52%) take a backseat, opting to just hear out others’ opinions and insert theirs where and if they feel like it. And on top of that, 1 in 5 remain completely apathetic about the topic and choose to just listen or abandon the conversation entirely.

If the goal is to dispel any false health claims and promote vaccination among skeptics, then America is failing. In fact, 65% of people have no success or influence in changing the direction of these discussions, which is unsurprising given their passive approach.

Communication Is Key

But that doesn’t mean we should give up. Putting in a little more effort can yield tremendous results.

But that’s not carte blanche to go in and just bark stats and spew research. Facts don’t always help. Almost half (48%) of survey respondents who consider themselves knowledgeable about vaccines said they had a negative impact, or no impact at all, on the conversation.

We must remember that deciding to vaccinate a child is deeply rooted in emotion and a sensitivity to that is a must. And those who focus on and prioritize how they communicate are 14% more likely to see a positive outcome to their disagreement. The old adage still rings true—it’s not only what you say, but how you say it.