A recent study conducted by the Perelman School of Medicine has revealed that patients are 28 percent more likely to receive a flu shot when they receive a text message reminder and their primary care provider has an order for the vaccine already in place. The research, published in JAMA Internal Medicine, highlights a promising approach to combat declining flu vaccination rates amidst rising vaccine hesitancy, particularly during a season that has seen high hospitalization rates.
Lead author Dr. Shivan Mehta emphasized the significance of this study in light of trends showing fewer people getting vaccinated against the flu. “Many nudge interventions directed at patients regarding vaccinations have shown limited effectiveness in the United States,” he noted, stressing the need for strategies that engage both patients and clinicians.
The study points to potential avenues for improving annual flu shot uptake, especially since flu-related hospitalizations have reached up to 710,000 annually since 2010, with fatalities averaging around 52,000 each year in the U.S.
The researchers evaluated various “nudging” strategies, a concept from behavioral science that emphasizes making healthier choices more accessible. Specifically, the study involved sending flu shot reminders via text or automated calls to eligible patients, instating automatic orders for shots pending clinician approval, and dispatching monthly personalized messages to providers to compare their patient vaccination rates with peers.
Over 52,000 participants were randomly divided into two groups: one receiving the nudging interventions, while the other functioned as a control group under standard care within the University of Pennsylvania Health System and UW Medicine. The findings revealed that nearly 3,000 additional patients received flu shots due to the nudging strategy, compared to what would have been expected under normal circumstances.
The success of the nudging approach can be attributed to enhanced communication and trust between patients and their healthcare providers. Dr. Amol Navathe, co-senior author of the study, noted that the automatic order likely encouraged physicians to discuss vaccination options with their patients, leveraging the trust that these clinicians hold within their communities.
The research team continues to expand this initiative, currently replicating their study at Lancaster General Health within the University of Pennsylvania Health System. This step focuses on a more diverse patient base, including rural and suburban populations. Given that the interventions utilize existing electronic health record tools without necessitating extra staffing, they present a feasible option for healthcare systems aiming to improve flu vaccination rates.
Looking ahead, Mehta suggested that future strategies could further enhance success by complementing automated reminders with direct communication from clinical staff to address patient hesitancy, while also integrating flu vaccination nudges with other preventive health initiatives like cancer screenings. The optimism around these findings indicates a constructive path forward in increasing flu vaccination rates and ultimately safeguarding public health.