Provider Communication and Mothers’ Willingness to Vaccinate Against HPV and Influenza: A Randomized Health Messaging Trial

Abstract

Objective Understand the effect of a health messaging intervention focused on provider communication about vaccination on mothers’ willingness to vaccinate children against HPV and seasonal influenza. Methods 2,476 mothers of 9-13-year-olds in the U.S. completed a Web-based survey in August 2014. Mothers were randomized to one of two groups targeting HPV or influenza vaccine. Mothers whose child had not received the target vaccine (i.e., zero doses of HPV vaccine/no prior-year administration of influenza vaccine) were randomized to the intervention. The study used a 3x2 between-subjects design; illustrated vignettes depicted one of three levels of provider recommendation strength (brief mention of vaccination, strong recommendation of vaccination, or personal disclosure of vaccination of own children), and presence or absence of information comparing safety of vaccination to the safety of a common daily activity. Outcome was mothers’ willingness to have their child receive the target vaccine (0-100.) Perceived benefits of vaccination were assessed prior to viewing the intervention and included as a covariate in analyses, along with child gender. Results For HPV vaccine, there was a main effect of safety information, F(1,684)=7.99, p=.005, and perceived benefits of vaccination, F(1,684)=221.64, p<.001) on mothers’ willingness to vaccinate. For influenza, perceived benefits of vaccination significantly related to willingness, F(1,462)=105.78, p<.001). Child gender was not associated with willingness. Conclusions Provider communication about vaccination may need to be tailored to the vaccine in question. A next step to increasing coverage for both HPV and influenza vaccines may be an intervention aimed at increasing mothers’ perceived benefits of vaccination.