Pharmacists Can Help Combat Vaccine Misinformation and Support Back-to-School Immunizations

Introduction

In July 2025, the U.S. Centers for Disease Control (CDC) released statistics confirming what many pharmacists have long suspected: Vaccine rates are on the decline, and at an alarming rate among America’s school age children. The decrease in immunizations has resulted, at least in part, to an uptick in vaccine-preventable diseases including pertussis measles.

While there are many reasons for vaccine hesitancy, misinformation is a leading cause. Inaccurate information is disseminated about vaccine efficacy and safety, and can quickly spread through parent communities. In many instances, the volume of misinformation can be so omnipresent, that attempts to counter with evidence-based facts are drowned out or termed “fake.”

Pharmacists can have a critical role in setting the record straight, and helping patients overcome the reasons for their vaccine hesitancy. Patients rely on their local pharmacist as an integral member of their healthcare team and will give credence to vaccine-related information and guidance coming from this trusted source.

First though, it’s important to understand the extent to which vaccine rates have decreased. While the CDC sets a 95% target rate for all vaccinations, actual results include:

Measles Mumps Rubella (MMR) Immunization rates by school year:

2024-2025: 92.5%
2023-2024: 92.7%
2020-2021: 93.9%
2019-2020: 95.2%

Varicella (2 doses) Immunization rates by school year:

2024-2025: 92.1%
2023-2024: 92.3%
2020-2021: 93.5%
2019-2020: 94.8%

Diphtheria Tetanus Pertussis (DTP) Immunization rates by school year:

2024-2025: 92.1%
2023-2024: 92.3%
2020-2021: 93.6%
2019-2020: 94.9%

Polio Immunization rates by school year:

2024-2025: 92.5%
2023-2024: 92.7%
2020-2021: 93.9%
2019-2020: 95.0%

“The percentage changes may seem small,” notes analysis by The New York Times, “but they represent large numbers. During the last school year, about 286,000 children entered kindergarten without documentation of receiving the two measles shots required for full protection against the disease.”

What is behind the drop-in immunization rates?

There are many reasons, notes analysis by the Cleveland Clinic. Individuals are “influenced by various factors including cultural norms, historical context, socioeconomic limitations, and personal experiences.” The analysis cites several specific factors that may be driving a patient’s vaccine hesitancy. Those causes include:

Socioeconomic factors including education, income, and occupation. Lower socioeconomic status, the analysis notes, is often associated with higher levels of hesitancy.

Barriers to vaccination access, including financial challenges, geographic constraints, or lack of awareness about available vaccines.

Complacency about the need for vaccination, especially in regions where, due to successful vaccination programs, there is a perceived low-risk of vaccine-preventable disease.

Lack of information or misinformation, including limited access to accurate information and the spread of misinformation or conspiracy theories.

Unawareness of vaccine mandates, especially regarding immunizations required for enrollment in public schools, which are determined at the state level.

Resistance to vaccine mandates and government policies among individuals who resent infringements on their personal freedom or autonomy.

Cultural and religious beliefs, including concerns about the use of certain animal-based ingredients, or perceived interference with natural immunity.

Previous negative experiences with vaccines, including adverse reactions or having developed an illness despite having been vaccinated.

Social networks and peer influence, including anti-vaccine opinions and attitudes held by friends, family members, and social contacts.

Media and information sources, including social media platforms, in which misinformation and exaggerated or outright false stories about vaccines can spread quickly and unchecked.

Safety concerns as patients worry about potential side effects and long-term health risks. This is especially relevant for newer vaccines, including the COVID-19 vaccines.

Questions about vaccine effectiveness and the level of protection provided by a vaccine.

Concerns about vaccine ingredients such as preservatives, adjuvants, or traces of allergens.

Fear of vaccines, including an aversion to needles or injections, or extreme discomfort with medical procedures.

Despite the many reasons for vaccine hesitancy, pharmacists have a proven track record in helping patients overcome their concerns. The Cleveland Clinic analysis cites a study of U.S. adults which found a positive link between vaccination rates and trusted healthcare professionals. “Those who had previously declined vaccination were more likely to accept it if they trusted their healthcare provider,” the report noted.

Pharmacists, as trusted members of their communities, can be critical resources in helping improve vaccination rates. Few healthcare providers are as equipped as pharmacists to engage with patients about the importance of vaccination, and to help allay individual concerns. Following is a sampling of tactics a pharmacy may wish to implement in seeking to improve vaccination rates. Many of these tactics can be facilitated and managed by technology-based capabilities offered through pharmacy management systems including the comprehensive PrimeRx solution.

Education, Education, Education!

“Education is the cornerstone in mitigating vaccine hesitancy,” notes the Cleveland Clinic analysis, which means it is essential that patients have access to clear, concise information that refutes misinformation spread through social networks and other venues.

The CDC offers extensive materials – offered in multiple languages – that can be downloaded and shared with patients. Materials discuss the importance of obtaining needed vaccinations and also include fact sheets that discuss the effectiveness, and relevant risks, of specific vaccines.

School immunization requirements. Since every state has different immunization requirements, a pharmacy should consider disseminating the requirements for students enrolled in schools in their community.

Materials can be posted within the pharmacy, offered as handouts, uploaded to a pharmacy’s website, and emailed/texted to targeted groups.

Patient Engagement.

Community pharmacists can help allay patient concerns about vaccines by providing fact-based guidance, and putting potential risks in perspective. U.S. Pharmacist suggests several “open-ended” questions that pharmacists can use when counseling vaccine-hesitant patients. These suggestions include:

Find out the patient’s concerns and fears about vaccines and address them with safety and efficacy information when applicable.

Listen to the patient and acknowledge their fears or concerns and make them feel at ease by providing them with pertinent facts.

Provide patients with information about how vaccines work and how the immune system responds to vaccines to build immunity.

Provide patients with information on the clinical benefits of vaccines and the importance of staying up to date with vaccines recommended by the Advisory Committee on Immunization Practices (ACIP). Review the health implications associated with not obtaining vaccines for vaccine-preventable diseases.

Discuss the potential adverse effects and how they are addressed. Use fact sheets available from the CDC or other reputable health organizations such as the Immunization Action Coalition (IAC).

Share personal experiences with vaccines to build a level of trust.

Answer patient questions and make recommendations accordingly.

Instruct patients to discuss any further concerns with their primary health care provider and obtain the provider’s recommendations based on their medical and medication history.

Community Engagement.

Pharmacists may also want to consider hosting a “community dialogue” as a way to bring together multiple respected voices and help allay misinformation that may have taken root about the efficacy of a particular vaccine. An effective community event might include, for example, local physicians, elected officials, religious leaders, county/municipal health officials, and any other respected leaders. Discussion should provide evidence-based information that refutes inaccuracies that are fueling hesitancy within the community.

Vaccine Accessibility.

Pharmacies can also help ensure patients have access to required immunizations. This includes alerting patients about all vaccines available through their local pharmacy, and providing information about store hours and vaccine scheduling.
In addition, pharmacies can partner with local pediatricians’ offices and community health agencies to sponsor immunization clinics. Such events can have the dual benefits of improving vaccination rates while building a pharmacy’s profile as an integral part of the community.
In working to improve immunization rates, pharmacists can also rely on their PrimeRx technology management system as an important tool. Applicable PrimeRx features include:
- Immediate access to patient records. A pharmacist can quickly access a patient’s comprehensive pharmacy record to identify previous conversations or notes about potential vaccine hesitancy. Because PrimeRx allows users to capture detailed notes and observations about patient interactions, it is possible a patient’s history could offer useful guidance in allaying concerns about school-mandated vaccines.
- Direct integration with VUCA Health. VUCA Health offers participating pharmacies and their patients access to an extensive library of digital medication guides and information sheets to help patients better understand the purpose of their medications and anticipate any potential side effects. VUCA Health recently launched VaccineSheets.com, which provides extensive information about various vaccines. Users can integrate directly with VUCA Health from the PrimeRx home screen for easy access to this important information.
- Outbound SMS/Texts and Emails. Sometimes all a patient needs is an extra nudge or gentle reminder about the importance of getting a vaccine, or a few easy steps to follow that makes the process as fast and easy as possible. PrimeRx allows pharmacies to generate emails and texts that accomplish both objectives. Outbound messages can be programmed and sent at a predetermined time to select patients with information about the importance of getting vaccinated, with a subsequent message that includes information about how to obtain a vaccine at the pharmacy, or at a nearby facility.
- Seamless account management. PrimeRx automatically updates patient records to reflect interactions to address the patient’s vaccine hesitancy.
- Compliance – seamless vaccine registry reporting. Pharmacists are required to transmit timely data about all pharmacy-administered vaccine to their state, and in some instances their local vaccine reporting registries. PrimeRx automates this process through direct integration with the Immunization Registry Reporting solution from Surescripts. The solution automatically transmits accurate, timely information to applicable state and local reporting registries. No need for pharmacy staff to spend time gathering data and filling out tedious paperwork, which leaves more time for direct patient interactions.

Vaccine Procurement.

Pharmacists can rely on another PrimeRx offering, PrimeRx MARKET, to ensure steady supplies of required vaccines at the best possible prices. PrimeRx MARKET is an online market that allows direct access to more than 40 of the nation’s leading drug wholesalers and suppliers. Pharmacies can identify sources for medications, vaccines, OTCs, injectables and other products, with real-time price comparisons between suppliers. Orders can be placed with multiple suppliers, all within the PrimeRx MARKET platform. With regard to vaccines, PrimeRx MARKET offers extensive supplies, including access to popular products that include:
- Afluria
- Fluad
- Shingrix
- Spikevax
- Pneumovax.
PrimeRx MARKET allows pharmacies fast, direct access to needed vaccines and medications. This allows pharmacy staffs to recapture valuable time that previously was spent manually looking up this information. Less time looking up vaccine availability means more time to spend with patients.
Educating patients about vaccines, and helping them overcome their hesitancies, is yet another way in which pharmacists serve on the front lines of today’ healthcare processes. By providing this essential service, pharmacists demonstrate why patients hold them in such high regard and continually rank them at the top of listings for “most trusted” professions.