How Pharmacists Can Address Measles Misinformation with Patients

Pharmacists find themselves on the front lines of a growing public health challenge as measles cases surge nationwide. As they continue to address vaccine hesitancy amid rising measles reports and deaths, experts advise pharmacists to address difficult vaccine conversations with the necessary tools and patient-facing expertise they’ve garnered in their profession.

In this week’s episode of the Over the Counter podcast, Drug Topics® met with 3 separate experts to discuss a recent Trump Administration executive order on childhood vaccines and its impact on the ongoing outbreak of measles cases in the US.

Assessing the US health care system’s urgent need to address measles cases across the country, we welcome on Thomas Lew, MD, ABIM, assistant clinical professor of medicine at the Stanford University School of Medicine; Molly O’Shea, MD, FAAP, practicing pediatrician and owner of Birmingham Pediatrics & Wellness Center in Bloomfield Hills, Michigan; and Jesse Goodman, MD, MPH, director of the Center on Medical Product Access, Safety and Stewardship (COMPASS) and attending physician of infectious diseases at Georgetown University.

In part 1 of our series, Lew explores some of the nuanced techniques pharmacists can tap into to overcome patients with vaccine hesitancy, highlighting that pharmacists play a major role in managing community-wide measles outbreaks whilst educating patients.

Drug Topics will be covering insights from all 3 experts throughout the week, culminating in the full-length episode of Over the Counter this Thursday afternoon, featuring Lew, O’Shea, and Goodman.

READ MORE: US Disease Tracker Launches to Monitor Vaccine-Preventable Illnesses

This frontline role is vital as the nation experiences a dramatic rise in measles cases. According to the CDC’s most updated data, the US has recorded 2903 confirmed cases in 2026. Of these domestic cases, 94% of infected individuals were unvaccinated or had unknown vaccination status, showing how quickly the virus can spread within unprotected communities.¹

The risk is further compounded by declining routine childhood vaccination rates. National measles, mumps, and rubella (MMR) vaccine coverage among kindergarteners slipped from 95.2% during the 2019-2020 school year to 92.4% in the 2025-2026 school year, leaving approximately 280,000 children at risk.

Navigating the Noise of Mixed Messages

This drop in coverage has occurred alongside intense political disputes. In August 2026, Pennsylvania Governor Josh Shapiro announced 2 measles-associated deaths in Lancaster County, prompting Health Secretary Robert F. Kennedy Jr. to publicly question if the deaths were fabricated.²

Although a coroner determined the infant's cause of death was a ruptured spleen, the baby had a measles infection in the lungs. This confusion led the federal government to temporarily withhold these cases from its national count.

Lew explained that when public health agencies amplify claims contradicting data-driven science, it creates massive confusion. Local pharmacists carry a heavy responsibility to stay grounded in scientific literature and rely on trusted professional organizations.

This consistency is vital as the CDC coordinates with state health departments to contain outbreaks.³

The Power of Frontline Accessibility

Pharmacists are uniquely positioned to repair public trust because they are often the most accessible health care touchpoint. Since 90% of Americans live within 5 miles of a community pharmacy, they offer unmatched proximity.⁴

Lew pointed out that pharmacists interact with patients regularly without the severe time pressures of clinical visits, allowing them to build trusted relationships.

To leverage these encounters, pharmacists can employ motivational interviewing, which is shown to reduce vaccine hesitancy by 40%. This collaborative approach relies on compassion, acceptance, partnership, and evocation.⁵

By establishing a judgment-free space, understanding patient views, and offering targeted information, pharmacists can guide individuals from hesitancy toward vaccine motivation while validating their autonomy.

The pharmacist's role has evolved significantly from the late 19th century, when pharmacies served as storage depots for diphtheria antitoxin. Today, pharmacists are active immunizers, and the majority of adult vaccines are administered in pharmacies.⁴

READ MORE: Infectious Disease Resource Center

REFERENCES

1. Measles cases and outbreaks. CDC. August 30, 2026. Accessed September 3, 2026. https://www.cdc.gov/measles/data-research/index.html

2. Abels G. What to know about the dispute between RFK Jr. and Gov. Shapiro over 'measles-associated deaths.’ PBS News. September 1, 2026. Accessed September 3, 2026. https://www.pbs.org/newshour/politics/what-to-know-about-the-dispute-between-rfk-jr-and-gov-shapiro-over-measles-associated-deaths

3. CDC reinforces national measles response through state collaboration. CDC. News Release. March 9, 2026. Accessed September 3, 2026. https://www.cdc.gov/media/releases/2026/2026-cdc-reinforces-national-measles-response-through-state-collaboration.html

4. Goode JR, Rothholz MC, Foster SL, et al. Pharmacy‐based immunization delivery: a comprehensive history and current challenges. JACCP. 2026;9(6):e70219. doi:10.1002/jac5.70219

5. Gagneur A, Gutnick D, Berthiaume P, et al. From vaccine hesitancy to vaccine motivation: a motivational interviewing based approach to vaccine counselling. Hum Vaccin Immunother. 2024 Dec 31;20(1):2391625. doi: 10.1080/21645515.2024.2391625