Vaccine Hesitancy Rises, Highlighting a Crucial Role for Pharmacists

August marks National Immunization Awareness Month, an annual initiative highlighting the critical importance of vaccination for community members. This year, the focus on immunization intensified, as health care professionals grapple with persistent vaccine hesitancy and the pervasive spread of misinformation.¹

“As we know, every year, common respiratory viruses, like flu and pneumonia, cause hundreds of thousands of hospitalizations and deaths, yet vaccination rates continue to decline, especially according to the CDC data,” Samantha Picking, senior director of immunizations at Walgreens, said.² “We continue to see common misconceptions, like the flu vaccine causes flu or it has severe [adverse] effects. That delays or deters eligible patients from getting vaccinated. It’s always troubling, as we know [because] vaccine-preventable viruses like flu, measles, and pneumonia are highly contagious and can spread quickly.”

Amid these challenges, recent research shows the effectiveness of communication, particularly emphasizing the role of pharmacists in trust and enhancing public health.²

Understanding and Addressing Vaccine Hesitancy

Vaccine hesitancy has become one of the most significant challenges to maintaining high vaccine coverage. This phenomenon has been amplified by events such as the COVID-19 pandemic, during which false information, especially regarding the COVID-19 vaccine, widely circulated on social media and news outlets. According to UNICEF data, the impact has been substantial, with approximately 67 million children missing necessary vaccinations between 2019 and 2021. With children most vulnerable to disease before 6 years, approved vaccine schedules are crucial for protecting them against 14 childhood diseases, including human papillomavirus infection, influenza, measles, polio, and whooping cough.^3-5

A study published in Vaccine found that communication interventions have the potential to reduce parental vaccine hesitancy, with in-person and interactive interventions proving to be the most successful. This systematic review identified 33 recent communication interventions aimed at parental vaccine hesitancy, with 25 reporting success.⁶

Although influencing vaccine behavior was found to be challenging, these interventions generally proved effective. Further investigation is warranted to understand what makes these communication strategies so impactful.⁶

The Crucial Role of Pharmacists in Immunization

In the effort to combat vaccine hesitancy and misinformation, pharmacists emerge as key figures. Immunizations prevent millions of deaths annually, and pharmacists play a vital role in combating misinformation and enhancing community immunization access. Community pharmacies are the most accessible locations for vaccination, offering convenience with extended hours, weekend availability, and no appointment necessary. This accessibility positions pharmacists uniquely to connect with patients.⁵

“There’s a lot of misinformation about vaccines. I think this is really a good opportunity for pharmacists to shine and help dispel any misinformation that might exist and address any barriers that might be standing in the way,” Timothy Hudd, PharmD, RPh, AE-C, professor of pharmacy practice at Massachusetts College of Pharmacy and Health Sciences, said.⁷

Pharmacists are among the most trusted sources for patients seeking health information and care, largely due to their accessibility and location. During the COVID-19 pandemic, much misinformation arose, such as beliefs that natural immunity is superior to vaccination or that vaccines overwhelm children’s immune systems—claims that are not true. Pharmacists are in a prime position to listen to patients without judgment and offer honest, evidence-based information to address these concerns.⁵

“I really think it comes down to good communication and remembering to use open-ended questions, listen without judgment, and address concerns using fact-based information,” Hudd said.⁷ "This is an approach that not only pharmacists can take but also other staff and individuals who might be interfacing with the patient in terms of how to engage patients who may be unaware of their eligibility."

To read these stories and more, download the PDF of the Drug Topics September/October issue here.

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REFERENCES

1. Gallagher A. Pharmacists help emphasize importance of immunizations for patients. Drug Topics. August 1, 2025. Accessed August 26, 2025. https://www.drugtopics.com/view/pharmacists-help-emphasize-importance-of-immunizations-for-patients

2. Nowosielski B, Picking S. Q&A: persistent vaccine hesitancy amid increased coadministration rates. Drug Topics. August 20, 2025. Accessed August 26, 2025. https://www.drugtopics.com/view/persistent-vaccine-hesitancy-amid-increased-coadministration-rates

3. Nowosielski B. Communication interventions can reduce vaccine hesitancy. Drug Topics. August 21, 2025. Accessed August 26, 2025. https://www.drugtopics.com/view/communication-interventions-can-reduce-vaccine-hesitancy

4. New data indicates declining confidence in childhood vaccines of up to 44 percentage points in some countries during the COVID-19 pandemic. News Release. UNICEF. April 20, 2023. Accessed August 21, 2025. https://www.unicef.org/rosa/press-releases/new-data-indicates-declining-confidence-childhood-vaccines-44-percentage-points-some

5. Gallagher A. Pharmacists can help dispel vaccine misinformation. Drug Topics. August 12, 2025. Accessed August 26, 2025. https://www.drugtopics.com/view/pharmacists-can-help-dispel-vaccine-misinformation

6. Jwa S, Imanishi Y, Ascher MT, et al. Communication interventions to reduce parental vaccine hesitancy: a systematic review. Vaccine. 2025;61:127401. doi: 10.1016/j.vaccine.2025.127401

7. Meara K, Hudd T. Q&A: preparing community pharmacies for respiratory disease season. Drug Topics. August 18, 2025. Accessed August 26, 2025. https://www.drugtopics.com/view/q-a-preparing-community-pharmacies-for-respiratory-disease-season