How pediatricians can reframe vaccine conversations

Pediatricians may be able to improve vaccine conversations by shifting away from arguments about misinformation and focusing instead on explanations that help parents understand how vaccines protect their children, according to Julie Sweetland, PhD.

Sweetland, senior advisor and sociolinguist at the FrameWorks Institute, discussed research-informed communication strategies for addressing vaccine hesitancy and building parental trust at the American Academy of Pediatrics (AAP) 2026 National Conference & Exhibition.

She emphasized that subtle language changes can shape how families interpret vaccine recommendations, especially when they navigate conflicting information.

Why can emphasizing vaccine hesitancy backfire?

Although vaccine confidence remains high, Sweetland acknowledged growing hesitancy among some families.

However, she cautioned that repeatedly emphasizing hesitancy can shift conversations away from children's health and toward social divisions.

"One thing we found is that talking about the hesitancy as a message is actually really unproductive because it makes the story about social divisions or concerns, right, rather than about children's health," Sweetland said.

Similarly, directly labeling claims as misinformation or criticizing individuals who spread false information may not improve trust.

Instead, Sweetland recommended acknowledging the challenges parents face when evaluating competing health messages.

She explained that validating the difficulty of navigating large amounts of information can position pediatricians as trusted partners rather than adversaries attempting to correct mistaken beliefs.

Clinicians can also emphasize the potential consequences of false vaccine information while keeping the conversation focused on protecting children's health.

How can pediatricians explain vaccine benefits more effectively?

Sweetland encouraged pediatricians to move beyond presenting isolated facts and instead explain the biological mechanisms that make vaccination important.

She identified respiratory syncytial virus (RSV) prevention as an example, noting that families may have additional questions about interventions they perceive as relatively new.

Rather than simply explaining that RSV has historically been a leading cause of infant hospitalization, pediatricians can describe why respiratory infections are particularly dangerous for babies.

Sweetland suggested explaining that infants have extremely narrow airways, approximately the size of a straw, meaning even modest swelling can cause breathing difficulties.

This approach helps parents understand the underlying reason for prevention rather than asking them to remember another statistic.

"But you can invite people in by not just giving them a different fact to remember, but a different logic to follow," Sweetland said.

She also recommended discussing the history of established vaccines, including why they were developed and how they have demonstrated effectiveness over time.

Can small changes in vaccine recommendations build trust?

Sweetland also discussed the language pediatricians use when recommending routine immunizations.

Although she acknowledged the evidence supporting presumptive recommendations, she noted that some vaccine-hesitant parents may interpret statements such as "your kid is due today" as impersonal or overly directive.

An alternative is to explain vaccination in relation to the child's immune development.

"So, a subtle shift might be ‘Your child's immune system is ready to learn from today’," Sweetland said.

She explained that this framing emphasizes the biological rationale behind vaccine timing rather than presenting the schedule as an external requirement.

The recommended timing of vaccines reflects both immune development and the risks children encounter at different ages.

For pediatricians, Sweetland's recommendations highlight the importance of combining clear vaccine recommendations with explanations that acknowledge parental concerns, communicate scientific reasoning, and reinforce trust.

Reference

Sweetland J. Reframing and Reclaiming the Conversation on Childhood Vaccination. Presented at: American Academy of Pediatrics 2026 National Conference & Exhibition; October 4, 2026; San Diego, CA.