1,600
Views
34
CrossRef citations to date
0
Altmetric
Special Section: Health Communication Activities in Europe for Communicable Disease Prevention: Results of the Translating Health Communications Project

Promotional Communications for Influenza Vaccination: A Systematic Review

, , &
Pages 1523-1549 | Published online: 03 Dec 2013
 

Abstract

The authors conducted a systematic review that aimed to map current practice and identify effective practice in promotional communications for seasonal influenza vaccination in Europe. They identified 22 studies from 7 European countries. Included studies were primarily outcome evaluations of communications promoting vaccination to health care workers and elderly adults. Evidence on communications to improve public acceptance was sparse. A range of communication approaches, methods, materials, and channels were used, frequently in combination. All forms of promotional communications have the potential to increase uptake in health care workers and can also improve uptake among patients. There was promising evidence that mass communication methods, delivered as standalone activities or as one component of a communication mix, can improve uptake in target populations. Education for health care workers and improved service delivery are common adjuncts to promotional communications that were associated with effectiveness. The evidence suggests that personalized communications, combined with improved service delivery, might boost rates of uptake among elderly adults. Future development of good practice could be enhanced by more systematic, theory-based intervention design and more detailed reporting of process and outcome evaluations. Vaccine hesitancy is increasingly prevalent; more policy and research to improve public acceptance should therefore be considered.

Acknolwedgements

This research was funded by the European Centre for Disease Prevention and Control (ECDC).

The authors thank Laura Walker, Theodora Cairns-Haylor, and Timothy Bowdler for their invaluable assistance with the original systematic literature review on which this article is based. The authors also thank Diane Dixon for her help with formatting and referencing.

Notes

Note. GP = general practitioner; HCW = health care worker.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.