Developing communication tools on rotavirus vaccination to support family paediatricians in Italy

Federico Marchetti; Giulia Lamiani; Marco Bona; Chiara Amerighi; Bruno Ruffato; Giorgio Conforti

doi:10.1016/j.vaccine.2022.10.036

Developing communication tools on rotavirus vaccination to support family paediatricians in Italy

Vaccine. 2022 Nov 22;40(49):7108-7114. doi: 10.1016/j.vaccine.2022.10.036. Epub 2022 Oct 29.

Authors

Federico Marchetti¹, Giulia Lamiani², Marco Bona³, Chiara Amerighi³, Bruno Ruffato⁴, Giorgio Conforti⁵

Affiliations

¹ GSK, Viale dell'Agricoltura, 7, 37135 Verona, Italy. Electronic address: federico.e.marchetti@gsk.com.
² Department of Health Sciences, University of Milan-San Paolo Hospital, Via A. di Rudini, 8, 20142 Milan, Italy.
³ Choralia Comunicazione interna e formazione srl, Via Carlo Bo 11, 20143 Milan, Italy.
⁴ Family Paediatrician, Vicenza, Italy.
⁵ Family Paediatrician, Federazione Italiana Medici Pediatri, Genoa, Italy.

PMID: 36404428
DOI: 10.1016/j.vaccine.2022.10.036

Abstract

Background: Universal rotavirus (RV) vaccination for newborns was introduced in Italy in 2018, but national vaccination coverage is still suboptimal. Effective communication between the family paediatrician (FP) and parents/caregivers is essential to promote vaccination acceptance. This project aimed to support FPs in communicating RV vaccination to parents/caregivers through the development and implementation of demonstrative videos and training modules.

Methods: A working group composed of two FPs, two communication professionals, a medical expert from GSK and a clinical psychologist, was formed to establish the key scientific information to be communicated to parents/caregivers and develop the demonstrative videos. Four videos depicting four communication styles (I to IV) were developed based on the Social Styles Theory. Thirty FPs were then asked to pilot test the videos and provide feedback. In addition, two training modules with scientific information were developed to learn how to respond to parents'/caregivers' objections.

Results: A total of 23 FPs provided feedback after using one or more videos at least five times. Twenty FPs (87.0 %) used mostly-one style, and most (60.0 %) used Style IV. Overall, the feedback was positive, as the majority of FPs (82.6 %, n = 19/23) indicated that the proposed videos were 'useful' or 'extremely useful' for introducing the RV vaccination to parents/caregivers in their actual practice. Based on this feedback, shorter versions of each video were also produced, and two training modules were developed to support FPs in responding to parental objections. Most FPs 75 % (n = 9/12) found Module 1 'very useful', and all found Module 2 'very useful' (100 %, n = 12/12).

Conclusions: The communication tools developed were well appreciated by the FPs and are expected to support FPs in communicating RV vaccination thereby increasing its coverage. Practicing RV communication may also prove beneficial for FPs to communicate other critical topics to parents/caregivers.

Keywords: Communication; Rotavirus vaccination; Social styles; Tools; Vaccine hesitancy; Video.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Communication
Humans
Infant, Newborn
Italy
Pediatricians
Rotavirus*
Vaccination