The research, led by the University of Bristol, also found this new style of communication could help build and maintain a positive relationship with health professionals, increasing trust and public confidence. With the UK currently facing a growing measles outbreak, fuelled by declining rates of the Measles, Mumps, and Rubella (MMR) vaccination, the results are timely and present important learnings for vaccine delivery programmes.
Its findings found that more than two-thirds (around 69%) of vaccine-hesitant study participants who received empathetic engagement from a healthcare professional preferred this compared with a group who were just told the facts.