Using Behavioural Science to Help Understand Vaccine Hesitancy

Abstract

This article is based on a Learning Lounge educational session that took place on 22nd October 2022, as part of Infectious Diseases Society of America (IDSA) IDWeek™ 2022 held in Washington, D.C., USA. The objectives of the Learning Lounge were to enhance understanding of the principal reasons for patients’ vaccine hesitancy based on key sociocultural, behavioural, and psychological factors; identify the general communication ‘cues’ and specific psychosocial objections that signal a patient’s inclination to vaccine bias; and help healthcare professionals (HCP) learn how to address vaccine hesitancy based on patients’ cognitive and behavioural biases. The knowledge shared in this Learning Lounge can help guide and assist HCPs in recognising and addressing vaccine hesitancy, thereby supporting effective conversations with patients and/or their caregivers, and drive more personalised solutions to improve acceptance of vaccinations. The Learning Lounge was hosted by Christopher Graves, Founder and President of the Ogilvy Centre for Behavioral Science, New York, New York, USA., who is an expert on vaccine hesitancy and guiding HCPs on recognising and addressing this phenomenon. Graves was joined by Wendy Wright, Partners in Healthcare Education, LLC, Bedford, New Hampshire, USA, and Todd Wolynn, Kids Plus Pediatrics, Pittsburgh, Pennsylvania, USA, in a roleplay discussion to highlight cognitive biases that are relevant to vaccine hesitancy, and how these might be addressed in clinical practice.