Communicating with Families About HPV Vaccines

Using Fear Appeals

One tactic that has been suggested by some as a way to promote vaccination is to provide graphic depictions of the possible sequelae of vaccine-preventable diseases. The thought behind this idea is that because vaccination is so successful, most parents will have never experienced significant impacts from vaccine preventable diseases that, in the past, had been a major motivator for parents to vaccinate. Thus, in order to counter beliefs about “controversial” issues like vaccination, highly emotionally compelling and engaging information may be especially useful. This is a common tactic used by anti-vaccination groups to spread their own messages [117]. However, several studies suggested that using “fear appeals” (aka scare tactics) such as this to promote vaccination can actually have a negative effect on vaccination intentions. For example, in a 2011 study of a nationally representative sample of parents of children < 18 years, 4 different message formats were tested for their impact on parental intentions to vaccinate a future child with the measles-mumps-rubella vaccine (MMR) [113]. Message formats included correcting the misinformation that MMR causes autism, presenting information on MMR-related disease risk, providing a dramatic narrative about a child endangered by measles, and showing pictures of infants affected by these diseases. Counter to the study’s hypotheses, the dramatic narrative message actually increased parents’ perceptions that MMR vaccines had serious side effects, and the pictures increased parents’ belief that the MMR vaccine could cause autism. These counter-intuitive results are consistent with other studies that have examined the impact of message framing on adults’ vaccination intentions for HPV and influenza [108,118,119]. Taken together, fear appeals seem unlikely to sway many hesitant parents towards HPV vaccination.

Looking Into the Future

Moving forward, additional interventions to improve providers’ ability to communicate with families about HPV vaccination will undoubtedly be developed. A major area of interest in this regard is leveraging the power of technology and the internet, including using social media, mobile technologies, and online interventions to augment the provider/parent interaction that occurs during the clinical visit [50,120]. Web-based approaches have the benefit of generally being low cost and easy to disseminate to large populations. Such interventions have already been developed for a number of other health issues, some of which have proven effective [121,122]. However, use of the internet to promote healthy behaviors in general, and vaccination specifically, is still in its infancy. There is still much to be learned about how to create effective web-based tools, how to engage patients with them, and how to assess their impact on health outcomes [123].

Another interesting area for future research is identifying psychological “levers” to motivate parents’ vaccination intentions [94]. One example is focusing on using parents’ values (ie, protecting my child from harm) as an intervention target rather than beliefs or attitudes. This is because values tend to be inherent and static over time, compared to beliefs and attitudes, which are subject to change depending on the context [124]. Prior research has shown that interventions that leverage values rather than facts can be an effective way to overcome beliefs that are highly emotional or controversial, and that individuals are more likely to trust sources and individuals with shared values than those without [125], suggesting that this may be a useful way to motivate parents toward vaccinating their children. Self-affirmation is another example of a psychological lever that has a significant evidence base from the social science literature as a helpful tool for moving patients towards a desired health behavior [126,127], but it has not been extensively applied to the field of vaccination. Researchers in the field of vaccine delivery are increasingly recognizing the potential value of these unique intervention approaches [101,128–134], and it may be fruitful in the future to more closely examine the efficacy of interventions that target things like values, self-affirmation or other psychological levers to change parents’ HPV vaccination behaviors.

A final notable area for intervention research related to HPV vaccination is the use of video games. Although not likely to be used directly during patient visits, this strategy could be conceptualized as a potential way to augment the information conveyed to a parent by a provider directly during a clinical encounter. A meta-analysis from 2016 identified 16 different “serious” video games that were used to train and educate users about specific vaccine preventable diseases (usually influenza, none for HPV) and the need for vaccination [135]. In many of them, the objective of the game was to protect a virtual community from a vaccine preventable disease and/or manage outbreaks. Only 2 of the games evaluated outcomes in the short term (ie, at the time the game was being played). None have evaluated longer-term impacts such as vaccination intention or utilization. In the era of “plugged in” parents and adolescents, video games represent a unique but understudied mechanism for helping providers “communicate,” albeit indirectly, with families about the need for vaccination. Imagine providing a prescription to an HPV-vaccine hesitant family to “go play Zombie Wars HPV!” One would expect the curiosity factor alone would result in significant engagement with this intervention tool.

Conclusion

With persistently lagging HPV vaccination rates among U.S. adolescents, there is a growing need for effective interventions to improve adolescent HPV vaccine utilization. How providers communicate with families is one of the most influential factors in parents’ vaccination decisions. Emerging research is beginning to delineate potentially effective communication techniques such as presumptive approaches to making the vaccine recommendation, framing the vaccine as cancer preventing, and using motivational interviewing and personalized messaging when met with parental vaccine resistance. Moving forward the list of evidence-based interventions to improve providers’ HPV vaccine communication is likely to grow, and to increasingly leverage technology based solutions. However, given the complexities of the vaccination decision [136] and the ever growing spread of vaccine hesitancy [137], it is unlikely that a single intervention approach will be effective for getting adolescent HPV vaccine levels up to the national goal of 80% coverage. As has been recognized in the past, the most effective interventions for HPV vaccination in the future are likely to be multicomponent, including not only provider communication strategies but also clinic-, community-, and parent-level interventions [48].

Corresponding author: Amanda Dempsey, MD, PhD, MPH, 13199 East Montview Blvd, Suite 300, Aurora, CO 80045, amanda.dempsey@ucdenver.edu.

Financial disclosures: None reported.