Scientific Poster Session IV - Clinical Pharmacy Forum

Abstract

A social media campaign was initiated that helped clarify and debunk influenza vaccine misinformation. Videos were produced and shared on social media (Instagram and Linkedin). Each video had a different theme, and was developed to reflect a specific vaccine related myth/misinformation. The videos were produced by students and faculty at the University of Arizona College of Pharmacy, using a smart device.

Justification/Documentation: The Covid-19 pandemic was a time where misinformation and distrust in the healthcare system resulted in an increase in vaccine hesitancy and skepticism. Social media outlets allowed for rapid spread of misinformation, which contributed to this hesitancy. Many are obtaining their news and information more often from social media, and often, fact checking lags behind sharing of this misinformation. Considering this, it was hypothesized that providing truthful information that was accurate, easily digestible, and enjoyable to watch would provide a benefit for viewers, and help to quell vaccine hesitancy in the audience. Metric data from the social media sites were collected to determine reach of the videos.

Adaptability:

These videos were produced on smart devices and uploaded directly to the corresponding social media sites. They will be promoted more heavily during flu season, to help with uptake of vaccines. Over time, a library of videos will be generated that can be promoted during different times of the year, and to different audiences.

Significance: Clinical pharmacists are becoming more integrated into outpatient settings and are often involved in educating on and administering vaccines in the United States. Vaccine hesitancy and misinformation can lead to less reception of vaccines, and can lead to outbreaks of communicable infections. While previous efforts have been made to evaluate the effect of social media on vaccine hesitancy, generating content for dissemination on these platforms has not been extensively studied.

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