September 2021 Communication Tip
Communication about the COVID Vaccine
Figure 1: Kaiser Family Foundation. 2021. “KFF COVID-19 Vaccine Monitor: January 2021”. https://www.kff.org/report-section/kff-covid-19-vaccine-monitor-january-2021-vaccine-hesitancy/
This month’s Communication Tip is about talking with patients about the COVID-19 vaccine. The discussion script below is taken from our old friends at Vital Talk (including Tony Back, MD, oncologist, palliative care doc, and communication expert).
Even as some of us consider 3rd vaccines, many of our patients still have questions and will benefit from a good discussion with you
AND
Nearly 8 and 10 Americans say they are very or somewhat likely to turn to a doctor, nurse, or other health care professional when deciding about whether to get a COVID-19 vaccine.
Here are the key steps.
1. Start with Open-Ended Questions that Do Not Assume Vaccine Acceptance
(Principle: A soft start into a controversial topic enables engagement.)
Patient says: I’ve been hearing a lot about the COVID vaccine. What do you think?
Clinician says: What have you been hearing? I’d be interested in how you see the positives and negatives.
Patient says: I don’t know if I can trust everything I read about vaccines.
Clinician says: That is a sensible approach. Do you have questions that I could answer?
2. Acknowledge Patient Concerns Without Judging
(Principle: Empathy reduces the perception that you approve or disapprove of someone.)
Patient says: I don’t really know what’s in it [the vaccine].
Clinician says: The information is just starting to come out, so having questions is normal. Could you say more about your concern?
Patient says: How did they do it so fast?
Clinician says: I realize that this is happening faster than anyone predicted, so having questions is normal. The people who developed this vaccine have been working on vaccines for two decades. It’s been in the making for a long time.
Patient says: I just don’t trust vaccines.
Clinician says: I have heard other people say they are worried about the vaccine. Could you say more about your concern?
3. Avoid Criticizing the Patient’s Information Sources; Cite Your Experience and/or Point Them to High Quality Sources.
(Principle: Instead of trying to argue against misinformation, provide high quality information from a positive frame.)
Patient says: I just think this has gotten really political.
Clinician says: You are right, it has gotten political. Here’s what I can say. I’ve looked at the results of the vaccine we have to offer. This vaccine does really protect people from COVID-19. I want you to have the benefit of it.
Patient says: You just never know what the side effects will be.
Clinician says: Yes, it is true that there have been some side effects. The most common side effect is some soreness at the injection site. There have been a couple of people who have had severe allergic reactions that were treated successfully. In the trials, more than 40,000 people were treated, and the serious side effects were very rare. The vaccine that we have is proven to be safe, and I have taken it.
Patient says: I read on social media that the risk of COVID is not that high.
Clinician says: It is true that COVID-19 can affect people mildly or severely. My colleagues and I are seeing enough severe cases of COVID-19 that our hospitals are so full that they cannot do everything they would like to do for patients. There is a daily newsletter from the department of health that shows the latest numbers that I can share with you.
4. Show Awareness of Your Status as a Messenger, Especially for People of Color and Members of Other Underserved Groups
(Principle: Who you are as a messenger matters, and your awareness of that contributes to your authenticity and trustworthiness. Use examples of other messengers who resemble your patient.)
Patient says: I am not sure that the needs of my people have been taken into account.
Clinician says: I realize that the medical system in the United States has not treated everyone fairly in the past, and that it has been racist. I recognize the injustices that have happened in the past. We are handling the COVID vaccine differently. It has been tested in people of all different backgrounds, and it is proven to be safe for all. At this clinic/hospital we are offering the vaccine according to someone’s risk of getting COVID.
Patient says: I have heard that you can get COVID from the vaccine.
Clinician says: I recognize that our country has a terrible history of injecting Black people with diseases. That should never happen again. This COVID vaccine is different. It has been proven to prevent infection, and I have taken it myself. Did you see the Black nurse in the newspaper getting the vaccine? She was trying to teach us all that it is safe.
5. Link Vaccine Acceptance to the Patient’s Hopes and Goals
(Principle: Showing how the vaccine is a stepping stone towards a future the patient wants can motivate them.)
Patient says: I’m just going to wait.
Clinician says: Of course, this is your decision. I do think that the vaccine is a step towards a social life with fewer restrictions. And you mentioned that you want to visit your friends [or family]. The vaccine will help you and all of us do that sooner.
Patient says: I want some other people to take it first.
Clinician says: You mentioned that you’re concerned about your family members who have high risk conditions. The vaccine is a step towards protecting them as well as protecting you.
Patient says: I just don’t think I’m going to get COVID. I’m careful.
Clinician says: I’m glad you are being careful. That is still important. However, even patients who have been careful can still get COVID, and COVID can be fatal even for healthy people. That’s why the vaccine is worth considering.
You can find the full conversation guide here.
Finally, while this is a good start for a complex discussion, please keep in mind that this is not a complete guide to antiracist communication. COVID-Ready Communication Playbook on bridging inequities with additional examples of antiracist communication.
Good luck with these difficult conversations.
Best,
Mike