Determining patient motivators to receiving the respiratory syncytial virus vaccine in the community pharmacy setting

Abstract

Background

A single respiratory syncytial virus (RSV) vaccine dose is indicated for all adults 75 years of age and older and adults 60 to 74 years of age if they are at an increased risk of severe RSV disease. It is important for community pharmacists to understand which marketing methods are the key motivators for patients to receive the RSV vaccine given that they are among the most accessible health care professionals.

Objectives

The primary objective is to determine which marketing methods are the main factors that affect patients’ decisions to receive the RSV vaccine. The secondary objective is to determine which marketing methods influence certain demographics of patients.

Methods

An anonymous, 8-item survey was administered to individuals and data collection occurred from December 2023 to March 2024. The survey collected information about participants’ comorbidities, how participants heard about the RSV vaccine, what marketing tactics were most influential in their decision to receive the RSV vaccine, and other nonmarketing factors that may have motivated participants.

Results

Forty-eight surveys were collected and analyzed. More than half of the participants did not report any comorbid conditions (52.1%). The most frequently reported comorbid conditions were diabetes (25%) and chronic lung disease (18.8%). Television, commercials or news (62.5%), and primary care providers (54.2%) were selected as the 2 most frequently reported ways participants had heard about the RSV vaccine. Of all the available marketing methods provided, participants chose primary care providers (41.7%) as having the most influence on their decision to get the RSV vaccine.

Conclusion

These findings give insight into which marketing methods are more likely to influence patients to receive the RSV vaccine. Primary care providers were found to be the primary motivators for participants to receive the RSV vaccine. This study reinforces the importance of community pharmacists’ partnerships with providers to help increase access to information and receipt of RSV vaccination.