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Discount voucher intervention fails to increase Tdap cocooning
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Retail pharmacy vouchers, distributed with a video public service announcement, did not successfully promote Tdap vaccination among adult parents of newborns despite awareness of pertussis risk, according to recent research in Vaccine.
“In this feasibility trial informed by behavioral economics, provision of a retail pharmacy Tdap vaccine voucher with or without viewing a video emphasizing the risks of pertussis and the importance of vaccination did not result in increased Tdap vaccination rates among previously unvaccinated infant caregivers,” Susan E. Coffin, MD, MPH, clinical director of the division of infectious diseases at The Children’s Hospital of Philadelphia, and colleagues wrote.
Susan E. Coffin
The researchers studied 95 parents of 74 newborns to gauge the effectiveness of a voucher and public service announcement (PSA) intervention program. Study participants were randomly assigned to one of four groups:
- a group that received a $5 discount Tdap vaccine voucher (n = 24);
- a group that received the $5 voucher and watched a video PSA (n = 24);
- a group that received a free Tdap vaccine voucher (n = 23); and
- a group that received both the free voucher and watched a video PSA (n = 24).
The researchers used a 1-minute video PSA, featuring entertainer Jennifer Lopez, supplied by the Sounds of Pertussis awareness campaign, which highlighted the importance of Tdap vaccination for infant caregivers. A brief questionnaire also was used to gather demographic data and gauge parental awareness and attitude toward pertussis risk. Vaccine compliance was measured by tracking the vouchers and confirmed via follow-up interviews.
Study results showed that only one study participant redeemed a retail pharmacy voucher. The researchers said these results suggest additional barriers beyond costs prevent parental “cocooning” and uptake of Tdap vaccine. During follow-up, the researchers identified several additional barriers to vaccination, including delaying planning, perceived inconvenient pharmacy locations and false beliefs regarding pertussis risk and severity.
“Infant caregivers with high reported awareness of pertussis risk but a lack of perceived personal risk are still unlikely to receive a Tdap vaccine in a retail pharmacy, even when prompted with vaccine vouchers that reduced cost and a high-salience video promoting the vaccine,” Coffin and colleagues wrote. “The time and effort involved remain significant barriers.” – by David Costill
Disclosure: The researchers report no relevant financial disclosures.
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