by Lauren Hesse
Vaccination is one of the most effective public health tools to prevent the spread of infectious diseases, saving millions of lives each year. Despite its proven success, vaccine hesitancy remains a significant challenge, exacerbated by misinformation and concerns about vaccine safety. To combat this issue and facilitate the widespread uptake of vaccines, healthcare professionals and scientists must focus on robust public health education campaigns that empower individuals with accurate, clear, and trustworthy information. Using influenza (flu) and measles vaccination as case studies, we can examine the role of individual healthcare providers, scientists, and educators in fostering vaccine confidence and counteracting the growing influence of vaccine misinformation.
The Power of Public Health Education
Vaccines, including the flu vaccine, protect individuals and communities from serious illnesses. However, flu vaccination campaigns, like all vaccination campaigns, are most effective when there is widespread public understanding of their benefits. Flu seasons annually lead to millions of infections, hundreds of thousands of hospitalizations, and tens of thousands of deaths globally, particularly among young children, the elderly, and individuals with chronic medical conditions (Families Fighting Flu, 2022). According to the Centers for Disease Control and Prevention, annual flu-related complications contribute significantly to healthcare burdens in these populations (CDC, 2019a), making vaccination critical for reducing both individual and community-level risks.
Vaccination helps reduce this burden, saving lives and easing the strain on healthcare systems. To put this into perspective, during the 2023-2024 flu season, children, adults, and elderly aged 65 years and older who got a flu vaccine were between 33-67% less likely to visit a healthcare provider because of flu and between 41-61% less likely to be hospitalized with flu. Yet, for vaccines to reach their full potential, we must ensure that people, especially parents, understand their importance. Parents, as the primary decision-makers for their children's healthcare, play a crucial role in vaccine uptake. Just over 55% of children received a flu shot during the 2023-2024 flu season, the lowest rate in 12 years. Effective educational campaigns need to focus on providing parents with reliable, science-backed information about the safety and benefits of vaccines, especially those like the flu vaccine that help prevent serious complications (CDC, 2024a).
The Role of Individual Providers, Scientists, and Educators
As trusted voices within their communities, individual healthcare providers, scientists, and educators are critical in building public trust in vaccines. These professionals are uniquely positioned to answer questions, address concerns, and provide clear, factual information to the public. Their ability to engage in compassionate, science-based conversations can make a significant difference in the decision-making process for parents and other vaccine-hesitant individuals. These knowledgeable professionals may face challenges in initiating such conversations due to a lack of time available for engaging meaningfully with parents, an eroding trust in institutions, and the prevalence of misinformation/disinformation that may be difficult to combat. However, it is important that they find ways to engage, possibly through Q&A sessions, workshops, handouts/digital links, and otherwise making themselves available for dialogue.
Providers, scientists, and educators must continue to be at the forefront of vaccination education, particularly now as we face new challenges in public health messaging. The U.S. Department of Health and Human Services (DHHS) has recently faced criticism for defunding ~40 grants related to the study of vaccine hesitancy. These cuts limit critical research into why some individuals are hesitant about vaccines and how best to address their concerns. As a result, it becomes even more important for healthcare providers and scientists to engage directly with communities, offering evidence-based insights that counteract misinformation (CDC, 2024b).
Combatting Misinformation: Addressing the Myth of the MMR Vaccine and Autism
One of the most damaging sources of vaccine hesitancy stems from the long-debunked claim that the MMR (measles, mumps, and rubella) vaccine causes autism. This myth originated from a fraudulent study published in 1998 by Andrew Wakefield, a former British doctor who was later stripped of his medical license. His study, which was thoroughly discredited and retracted, sparked a widespread fear of the MMR vaccine, despite the absence of any scientific evidence linking the vaccine to autism.
Unfortunately, the myth persists, fueled by misinformation on social media and the internet. As a result, vaccine uptake, particularly for the MMR vaccine, has been negatively impacted in certain communities, leading to preventable outbreaks of diseases like measles (CDC, 2019b). Because measles is one of the most contagious infectious diseases, it relies on at least 95% of a community to be vaccinated to prevent its spread. In areas where coverage is lower than this, it places these communities at much greater risk. As of early March 2025, 222 measles cases have been reported by twelve U.S. jurisdictions, and most of these cases are among children who had not received the MMR vaccine.
In the face of these claims, healthcare providers, scientists, and educators must take an active role in educating the public about the overwhelming evidence that the MMR vaccine is safe and does not cause autism. This means providing families with clear, accessible information about the extensive research supporting the safety of vaccines and the risks of not vaccinating. It is also crucial to remind the public that the MMR vaccine protects against serious diseases that can lead to severe complications, hospitalization, and even death (Ortiz et al., 2009). Measles infections carry increased risks of neurological, respiratory, and bleeding complications, mumps infections can cause neurological problems, hearing loss, infertility in men, and pancreatitis, and rubella infection can lead to fetal death or severe congenital abnormalities (Elliman et. al, 2009).
The Importance of Transparency and Compassionate Communication
One of the keys to addressing vaccine hesitancy is fostering an open, transparent, and compassionate dialogue between healthcare providers and the communities they serve. Parents and guardians need to feel that they can trust the information they are receiving and that their concerns are being heard. Providers must create an environment where questions are welcomed, and concerns are addressed with empathy and respect.
For example, healthcare providers should acknowledge that concerns about vaccine safety, while often based on misinformation, are understandable. Instead of dismissing these fears, providers should engage in conversations that focus on providing factual, evidence-based information. This approach helps build trust, as parents and guardians feel respected and empowered to make informed decisions for their families (Langer et al., 2023). Providers should also acknowledge that while exceedingly rare, vaccine related complications may arise, but that these are typically temporary, mild and preferable to disease-induced complications.
Empowering Parents to Make Informed Decisions
Ultimately, parents know their children best, and when equipped with the right information, they are well-positioned to advocate for their children's health. It is important for educational campaigns to emphasize that vaccines are not a nefarious tool of the government or pharmaceutical companies but a scientifically backed decision that parents can make to protect their children and their communities (CDC, 2024c).
Working to empower parents with the knowledge and resources they need can increase trust in medical professionals and improve vaccination rates. Healthcare providers, educators, and public health officials should encourage parents to ask questions, discuss concerns with their doctors, and rely on trusted sources of information, rather than unverified claims circulating on social media.
Addressing the Public Health Crisis of Vaccine Hesitancy
In light of current challenges such as the defunding of vaccine hesitancy studies and the promotion of myths about vaccines, it is crucial that healthcare providers, scientists, and educators continue their efforts to promote accurate information about vaccine safety and efficacy. They must be at the forefront of advocacy for public health, using their expertise to combat misinformation and provide clear, accessible facts to the public.
The role of healthcare professionals extends beyond administering vaccines. Providers must also be advocates for vaccines, engaging in proactive education and addressing concerns before they become barriers to vaccination. Public health education must not only focus on explaining how vaccines work but also on dispelling myths, particularly those that have led to unnecessary fear and hesitancy (Uyeki, 2020). To reach vaccine-hesitant parents effectively, messaging should be delivered through multiple channels, trusted one-on-one conversations in clinical settings, community workshops, digital platforms like social media, and parenting groups. Combining personal interaction with targeted public campaigns allows for broader reach while still maintaining the trust and empathy needed for meaningful dialogue.
Conclusion: A Call to Action for the Future of Vaccination
Vaccination remains one of the most effective ways to prevent the spread of infectious diseases and protect vulnerable populations. To improve vaccine uptake and counteract the growing influence of misinformation, we must invest in education, transparency, and compassionate communication. Parents need to understand that vaccines, including the flu and MMR vaccines, are safe, effective, and crucial for protecting the health of their children and the broader community. It is essential to empower parents with the knowledge to make informed choices, and that starts with a clear and open dialogue about vaccine safety.
Healthcare providers, scientists, and educators have a unique role to play in this effort. Their ability to engage directly with the public and provide clear, fact-based information is essential in overcoming vaccine hesitancy.
At the same time, this cannot fall solely on individual professionals. Local, state, and federal governments must actively support vaccine confidence efforts by investing in public health communication infrastructure. Restoring funding for vaccine hesitancy studies, like those previously supported by DHHS, is a critical first step toward understanding the roots of hesitancy and tailoring effective responses. Policymakers can also expand support for community-based outreach programs, school vaccine education, and multilingual public campaigns to ensure messaging reaches diverse populations.
By combining grassroots engagement with policy-driven investment, we can create a healthier future for everyone, one in which vaccines are embraced as a key tool in protecting public health. Let us continue to promote evidence-based vaccine education, ensuring that facts and compassion lead the way to a healthier tomorrow.
References
1. Families Fighting Flu. The Number of Flu Cases Worldwide: A Global Perspective. Published February 9, 2022. https://www.familiesfightingflu.org/number-of-flu-cases-worldwide/
2. CDC. About Flu. Centers for Disease Control and Prevention. Published 2019a. https://www.cdc.gov/flu/about/index.html
3. CDC. Facts About Estimated Flu Burden. Flu Burden. Published 2024a. https://www.cdc.gov/flu-burden/php/about/faq.html
4. CDC. Flu Burden Prevented by Vaccination. Flu Burden. Published 2024b. Accessed October 10, 2024. https://www.cdc.gov/flu-burden/php/data-vis-vac/index.html
5. CDC. Measles Cases and Outbreaks. Centers for Disease Control and Prevention. Published 2019b. https://www.cdc.gov/measles/cases-outbreaks.html
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8. Langer J, Welch VL, Moran MM, et al. High Clinical Burden of Influenza Disease in Adults Aged ≥ 65 Years: Can We Do Better? A Systematic Literature Review. Advances in Therapy. 2023;40(4):1601–1627. https://doi.org/10.1007/s12325-023-02432-1
9. CDC. Benefits of the Flu Vaccine. Flu Vaccines Work. Published 2024c. https://www.cdc.gov/flu-vaccines-work/benefits/?CDC_AAref_Val=https://www.cdc.gov/flu/vaccines-work/vaccineeffect.htm
10. Uyeki TM. High-risk Groups for Influenza Complications. JAMA. Published online November 2, 2020. https://doi.org/10.1001/jama.2020.21869
Lauren Hesse recently received her M.S. in Biomedical Engineering from Johns Hopkins University, where she also serves as Science Policy Coordinator for the Science Policy and Diplomacy Group. Lauren is also currently a Policy Fellow at the National Security Commission on Emerging Biotechnology. The views expressed in this post are her personal, academic views, and do not reflect the views of the Department of Defense, U.S. Congress, or National Security Commission on Emerging Biotechnology.
Edited by John Soltis, Brendon Davis, and Corinna Torabi