Beyond the birds and the bees: a qualitative content analysis of online HPV vaccination communication

ABSTRACT

Background: South Carolina lags behind other states in the United States in HPV vaccination rates. This study investigated online HPV vaccination communication to provide insight to increase vaccine uptake through effective messaging.

Method: A qualitative content analysis of publicly available documents in South Carolina between 1 June 2014 and 31 May 2015 was performed, including 83 website/blog posts, 211 tweets, 144 Facebook posts, and 31 articles in local and statewide newspapers. Diffusion of innovations theoretical framework and a constant comparative method were used to analyze data in HyperRESEARCH 3.7.2.

Results: Current messaging in South Carolina emphasized the relative advantage of HPV vaccination as cancer prevention strategy. Two primary misconceptions about the HPV vaccination were identified: concerns about safety and that the vaccine could increase sexual activity among adolescents. The content analysis revealed that health care provider support is needed to normalize HPV vaccination as part of the routine immunization series. Observing messages from peers served as a vicarious trial experience of the vaccine for adolescents and young adults and showed gaps in vaccine uptake among males and lack of series completion among males and females.

Conclusions: Future messaging should focus on compatibility with the target audience’s values by addressing misconceptions about the vaccine related to sexual activity and safety.

KEYWORDS:

• HVP vaccination
• diffusion of innovation theory
• healthcare communication
• online health messaging
• social media
• health communication campaign

Ethical approval

Since all documents were publicly accessible online, this research did not require ethical approval.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Beth Sundstrom, PhD, MPH is an associate professor of communication and public health at the College of Charleston, Charleston, S.C. Dr. Sundstrom serves as co-chair of communication for Cervical Cancer-Free South Carolina (CCFSC).

Erin Aylor, MA is the associate vice president at the Charleston Metro Chamber of Commerce.

Kathleen Buford Cartmell, PhD, MPH is an assistant professor in the College of Nursing at the Medical University of South Carolina.

Heather M. Brandt, PhD, CHES is the associate dean for professional development and an associate professor in the Arnold School of Public Health and Statewide Cancer Prevention and Control Program at the University of South Carolina.

Debbie Chatman Bryant, DNP, RN, is an associate professor and the associate dean for practice in the College of Nursing at the Medical University of South Carolina.

Chanita Hughes Halbert, PhD is a professor in the Department of Psychiatry and Behavioral Sciences and Endowed Chair for Cancer Equity at the Hollings Cancer Center at the Medical University of South Carolina.

Jennifer Young Pierce, MD, MPH is a professor of interdisciplinary clinical oncology, senior staff physician in Gynecologic Oncology, and the leader of Cancer Control and Prevention at the Mitchell Cancer Institute, University of South Alabama.

Additional information

Funding

The authors would like to acknowledge the support of the Medical University of South Carolina (MUSC) Hollings Cancer Center Supplement Grant (CCSG) #2PCO-CA-138313-06: HPV Immunization Programs.