This year’s meeting focused on the identification of policies and practices to build and sustain trust in vaccines.
The role of social or ethical marketing in improving vaccination uptake was discussed. This approach can involve ‘branding’ vaccines, which can encourage people to ‘buy into’ vaccination. The core product is the vaccine, but the actual project consists in the benefits from vaccination. A key element of this approach is communication and basic communication skills. Being receptive, rather than reactive, should be taught.
The role of motivational interviewing in changing behavior was also highlighted in several presentations and the attendees participated in a 3-hour training workshop on this technique, which aims to raise a patient’s awareness of the potential problems that could be caused and risks faced as a result of their behavior.
Measuring the ‘intention to vaccinate’, rather than actual vaccine uptake
However, education and communication alone will not improve vaccination uptake, although they can have an important role as part of a complex intervention, integrating several approaches. Thus was outlined the importance of measuring the impact of the various elements in a complex intervention, looking at ‘intermediate’ outcomes, such as ‘intention to vaccinate’, rather than actual vaccine uptake. The need for smart, adaptive study designs for this evaluation was also highlighted.
The mandatory vaccination that has been introduced in various countries was also discussed, along with the risk of inequity, particularly if there are financial penalties for vaccine refusal. A vaccine injury compensation scheme was described as essential when vaccination is mandatory.