IPA Goes Local Reflection

RETHINKING VACCINE COMMUNICATION

Iwas honored to be asked to develop and deliver the programming for IPA Goes Local 2022 on vaccine communication alongside my co-presenter, Deb Thompson. I have enjoyed meeting pharmacists across the state who have administered many thousands of COVID-19 vaccinations. We have engaged in discussions about vaccine communication and their experiences, from heartwarming to challenging and exhausting.

The COVID-19 pandemic and COVID-19 vaccines came with a widespread emotional component like no other health issue in recent memory. Given the range of emotions and experiences, I wanted to ground my message in these emotionally charged conversations. This notion fit hand-in-glove with Deb’s application of the Moral Foundations theory and the metaphor of the elephant and rider. It is important that we as pharmacists recognize we have emotions too, including visceral reactions when we hear resistance to vaccination based on misinformation. It’s understandable that we have strong feelings given the training and first-hand experiences of pharmacists working hard to promote vaccines and make them accessible. You may find it a relief to unburden yourself from the need to convince someone to get vaccinated, and instead pursue a curiosity to uncovering the reasons for their hesitancy.

Pharmacists have always been considered among the most trusted health professionals. During these sessions, I offered an approach to starting conversations when there is vaccine hesitancy. By letting the patient talk and seeking not to argue but to gain understanding and communicate that understanding back, we can build on that trust and hopefully get the patient to dismount from their elephant and perhaps invite the pharmacist to offer some additional information that may be useful in their decision. This seems particularly relevant now more than ever as people are looking for a sense of connection.

So, see what it feels like to catch yourself before you get into the next argument with someone where you feel the need to correct their argument against vaccination. Instead, get off your elephant and let your rider listen to how the other person is weighing the pros and cons of the vaccination. You might build enough trust through your listening to open an opportunity to share what you know, now as an advisor rather than an adversary. And just maybe, the act of being listened to rather than argued with has helped them tame their elephant a bit too. ■ Matthew Witry, PharmD, PhD

Associate Professor, University of Iowa College of Pharmacy