IMC Interview with Stakeholders

As a preliminary step toward developing an understanding of parents’ vaccine hesitancy about children of the permissible age for daycare, I interviewed Dr. Emily Harris, an epidemiologist at the Mississippi Department of Health. Dr. Harris has several years of experience in public health communication, especially in various campaigns focusing on vaccines. The interview was designed to discover parents’ significant concerns regarding vaccines, the methods of communicating with such people, and ways in which misinformation can be prevented: IMC Interview with Stakeholders.

Important Findings

Significant Barriers to Vaccination and the Role of Healthcare Providers

In the interview, Dr. Harris pointed out that misinformation is one of the primary reasons people avoid taking vaccines. Most parents receive interchanging information from social media, which leads to confusion, and for some, it acts as a source of fear. Some of the most common reasons stated include fear that vaccines pose a threat to one’s health due to side effects and the effects of the vaccine in the long run. She pointed out that this situation worsens due to the mistrust of the population regarding drug manufacturers and government bodies.

Notably, medical practitioners play a critical role in making a difference in parental decision-making (Polakova et al., 2023). In her opinion, when physicians take time off to explain vaccines’ safety and utility, there is a more significant opportunity for parents to embrace vaccines. However, she acknowledged that some practitioners avoid doing so for fear of wasting time and alienating patients.

Community Impact and Peer Network and Effective Messaging Strategies

Dr. Harris indicated that parents are more likely to have faith in vaccine data from relatives, friends, and community leaders rather than in authoritative sources. She proposed that credible sources, such as daycare workers, educators, and leaders of religion, can be employed in advocating for vaccination. The session identified a need to tackle public concerns.

She claimed that fear messaging can have a counterintuitive role, inducing more resistance. Instead, she suggested emphasizing vaccination advantages, such as preventing children from getting seriously ill and returning to normal. Parents who have vaccinated their children and succeeded in doing so have been recognized as effective persuasive influences.

Challenges of Social Media Misinformation and Trust in Public Campaigns

Dr. Harris acknowledged that combating vaccine misinformation on the Internet is difficult. Her suggestion is a proactive approach, wherein credible, engaging content is made public on different media, including Facebook, Instagram, and community portals. She also suggested partnerships for fact-checking on social media to limit the spread of inaccurate data.

Previous vaccination efforts have been met with distrust, especially among minorities who historically distrust medical facilities (Allen et al., 2022). According to her, efforts to promote vaccines should be culturally appropriate and incorporate community leaders who can be trusted to enhance credibility.

Addressing Concerns of Parents Who Are “On the Fence”

For others who resist, though not necessarily against, Dr. Harris suggested an understanding, non-confronting style. She indicated that open communication is a more powerful tool for inducing openness than pressure. Providing straightforward, evidence-based responses to questions, combined with an understanding of fear, builds trust.

Implications of Successful Campaign and Importance of Policy Support

She pointed to an example of success, the “I Vaccinate” campaign in Michigan, which combined online outreach on social media with personal testimonials from physicians and parents. She proposed a multi-platform campaign for vaccine promotion in Mississippi. While communication is critical, policy actions such as making vaccines widely accessible in daycare facilities can substantially affect uptake, declared Dr. Harris (Ekezie et al., 2024). She suggested the combined efforts by public health authorities, schools, and businesses to make vaccination convenient.

Final Recommendations

Dr. Harris concluded that a combination of credible messaging, community outreach, and policy support best achieves enhanced uptake of vaccines. She emphasized that trust-building must be an element of every public health communication campaign.

References

Allen, J. D., Fu, Q., Shrestha, S., Nguyen, K. H., Stopka, T. J., Cuevas, A., & Corlin, L. (2022). Medical mistrust, discrimination, and COVID-19 vaccine behaviors among U.S. adults nationally. SSM – Population Health, 20, 101278. https://doi.org/10.1016/j.ssmph.2022.101278

Ekezie, W., Igein, B., Varughese, J., Butt, A., Ukoha-Kalu, B. O., Ikhile, I., & Bosah, G. (2024). Vaccination communication strategies and uptake in Africa: A systematic review. Vaccines, 12(12), 1333. https://doi.org/10.3390/vaccines12121333

Polakova, K., Ahmed, F., Vlckova, K., & Brearley, S. G. (2023). Parents’ experiences of being involved in medical decision-making for their child with a life-limiting condition: A systematic review with narrative synthesis. Palliative Medicine, 38(1), 7–24. https://doi.org/10.1177/02692163231214414

Appendix A: Interview Guide

1. What is the significant barrier to COVID-19 vaccination among daycare-age children?
2. In which ways has social media influenced parental perspectives on vaccines?
3. What messaging strategies have been most effective in addressing vaccine hesitancy?
4. What are pediatricians’ and medical caregivers’ roles in shaping parental choices?
5. How can community organizations support vaccine promotion efforts?
6. Do specific cultural, socioeconomic, or other factors contribute to vaccine uptake?
7. How can we address concerns about vaccines in parents?
8. What policy steps can increase vaccination levels?
9. What should we do to gauge the success of our communication strategies?
10. What is your last piece of advice for this campaign?

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*Interview with key stakeholder (primary research in final project; 2 pages of findings typed)- (50 points)

GRAD STUDENTS ONLY must first interview a key stakeholder about this health issue (vaccination), and include 2 pages of findings/takeaways! Note that the key stakeholder can be someone affiliated with your chosen organization or simply an expert in vaccination (or someone who is on the fence about vaccination themselves) who could advise you on the best direction to take with your project. Develop an interview guide (minimum of 10 open-ended questions), and include your precise interview guide as Appendix A at the end of your project. You must conduct your interview via Zoom or phone – no email interviews! See a sample interview guide on Blackboard.

IMC Interview with Stakeholders

Resource:

• Parvanta, C.F., Nelson, D. E., & Harner, R. N. (2018). Public health communication. Critical tools and strategies. Jones and Bartlett Learning.