Consumer acceptance: a new dimension in vaccinology

Transcription

1 Consumer acceptance: a new dimension in vaccinology Zoltan Bozoky Department of Health - England

2 Content Talking to parents Talking to our audience - HPV vaccine Conclusions

3 Talking to parents 30 waves of research dating back to 1991 over 1,000 personal interviews parents of 0-2 year olds attitudes towards immunisations and disease awareness of advertising and publicity

4 Spontaneous awareness of immunisations 100% 90% 80% MMR 70% 60% 50% 40% Polio Men C 30% 20% 10% 0% Mar 03 Oct 03 May 04 Nov 04 May 05 Nov 05 Nov 06 Base: All primary care givers of 0-2s (W30 n = 1016)

5 Perceived severity of diseases 100% 90% Meningitis 80% % very seriou us 70% 60% Polio 50% 40% Diphtheria 30% Measles Hib 20% Mumps 10% 0% Mar 03 Oct 03 May 04 Nov 04 Nov 05 Nov 06 Base: All primary care givers of 0-2s (W30 n = 1016)

6 Trust of advice about immunisation given by health professionals and government GP Health Practice Visitors Nurses 85% 85% ** Gov t Strongly agree Tend to agree NHS % 82% 83% 80% 82% DISAGREE 79% 80% 23% 22% 49% 43% 42% 38% 37% 36% 34% 32% 47% 15% 54% ** 16% ** * 36% 43% 40% 45% 43% 45% 32% 38% 45% * 48% Nov Nov Nov Nov Nov Nov Nov Nov Nov Nov Base: All primary care givers of 0-2s Four-fifths sample

7 Weighing up the pros and cons issues Specific mention of autism Risk of side effects / safety of immunisations Risk of disease against risk of side effects Mentions of single vs combined vaccines In the media/news (general mention Danger/ risk of diseases that child is being immunised against Bad publicity about immunisations taken into account 7% 8% 6% 10% 4% 4% 4% * 1% 5% 5% 7% 16% 13% 17% 16% 28% 33% 27% 22% 19% 20% 24% 31% Nov 06 (303) Nov 05 (321) May 05 (362) Nov 04 (396) Base: All who weighed up the pros and cons of immunisations before going ahead (W30 n = 303)

8 Whether seen advertising, info or publicity that might have persuaded them not to immunise 70% 60% 50% 40% 30% 20% 10% 26% 22% 24% 17% 26% 32% 33% 32% 27% 28% 28% 23% 23% 24% 20% 14% ** 0% Sep Mar Sep Mar Oct Mar Sep Feb Sep Mar Oct May Nov May Nov Nov Base: All who recall seeing/hearing advertising, information or publicity about immunisation (W30 n=878)

9 100% Perceived safety of immunisations safe / slight risk 90% 80% DTaP Oral Polio ** Men C 5 in 1 vaccine MMR mpletely 70% % co 60% 50% Mar 03 Oct 03 May 04 Nov 04 May 05 Nov 05 Nov 06 Base: All primary care givers of 0-2s (W30 n = 1016)

10 Proportion who consider MMR a greater risk 40% than the diseases it protects against 30% 20% Total 10% Spontaneous 0% Oct 00 Mar 01 Sep 01 Feb 02 Sep 02 Mar 03 Oct 03 May 04 Nov 04 Nov 05 Nov 06 Base: All primary care givers of 0-2s (W30 n = 1016)

11 Talking to our target audiences HPV vaccine 2005 parents of 8-10 year old girls and boys year old girls, their parents and health professionals Pre-testing of leaflets Advertising creative development research

12 Overall communications strategy primary role is to set the agenda and focus on cancer prevention - HPV vaccine prevents cervical cancer and can save your daughters life mothers and daughters will be encouraged to talk about the issue together information leaflet will be common to both daughters and mothers

13 Media strategy - overview primary messages will be factual and directive supporting messages will provide details on cervical cancer, safety of the vaccine and why it can t be given later a range of media will be used to deliver these messages, offering a hierarchy of information content. Leaflets used as vehicle for getting consent form into the home

14 Sources of information consulted before immunisations were due (prompted) Leaflets Immunisation appointment card ** 20% 25% 72% 71% Healthcare/childcare magazines Childcare/parenting magazines Internet Books Television programmes Television adverts Newspaper articles Women s magazines Healthcare magazine articles NHS Direct 23% 18% 18% 19% 16% 19% 16% 21% 14% 13% ** ** 13% 18% 11% 12% 9% 9% 11% Nov-06 Nov-05 Healthcare/childcare magazines split into 2 codes at Wave 30: Healthcare magazines and Childcare/parenting magazines Base: All primary care givers of 0-2s (W30 n = 1016)

15 Stepped levels of information Top level TV and radio advertising Supporting facts Print advertising, press features, PR More detailed information Leaflet, Q&A, website The science Fact sheet, scientific papers

16 Content of advertising, info or publicity that might have persuaded them not to immunise 100% 90% 80% 70% 60% 50% Danger of 40% autism / Crohn s 30% MMR 20% 10% 0% ** Side effects (general) Sep 02 Mar 03 Oct 03 May 04 Nov 04 May 05 Nov 05 Nov 06 Base: All who saw or heard something which might have persuaded them not to immunise (W30 n = 119)

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21 Supporting message channels Press ads, advertorials and feature stories in women s and girls magazines carrying detailed facts and information Media briefings series of events with key media editors before the vaccine introduction Digital Signposting on teenage sites, virtual walking surgery, dedicated mini site on immunisation website

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23 Internet access amongst parents 100% 90% 80% 70% 60% 50% 40% 30% 72% 75% 71% 65% 69% 56% 60% 70% 73% 59% 69% 53% 57% 57% 61% 67% Internet access Internet use 20% 10% 0% 7% 7% 8% 9% 9% 11% 8% Visited MMR: The Facts website Sep 02 Mar 03 Oct 03 May 04 Nov 04 May 05 Nov 05 Nov 06 Base: All primary care givers of 0-2s (W30 n = 1016)

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25 Conclusions Immunisation has the potential to ignite complex and emotive discussions to maintain i the success and shape policy and future planning carry out regular and extensive research with parents Assess likely take-up rates Identify potential barriers Identify information needs