Overcoming vaccine hesitancy: An effective vaccine communication ‘standard operating procedure’ for pharmacists

Abstract

South Africa’s Expanded Programme on Immunisation (EPI) coverage has been on a downward trend in recent years, contributing to outbreaks of vaccine-preventable diseases such as measles. While vaccine hesitancy is not a new phenomenon, its recognition as a major public health threat gained widespread recognition in the 21st century and was further exacerbated by the COVID-19 pandemic. In order to achieve the targets of Immunisation Agenda 2030 it is essential to address vaccine hesitancy through effective communication and behaviour change interventions. While pharmacists can play a critical role in engaging hesitant individuals, a clear understanding of the drivers of vaccination behaviour and the factors underlying declining vaccine confidence is necessary. This article proposes a practical, evidence-informed vaccine communication standard operating procedure to support South African pharmacists in their daily practice.