Promoting Health Behavior Change: Immunizations

Vaccination is a health measure that is used to prevent the transmission of
infectious diseases. Vaccination is also important as a method of reducing morbidity and
mortality related to various infections. The success of vaccination relies on the cooperation
between healthcare providers and patients. Patients make decisions on whether or not to get
vaccinated based on various factors. Some of the factors that define vaccination behavior
include the perceived risk, the cost of the infection, and the behavior of the patient’s peers.
Messages that are portrayed in the media concerning vaccinations also determine whether
or not patients will get vaccinated. Controversies have surrounded various vaccines, with
mixed signals being given on the safety and efficacy of the vaccines. However, extensive
research done by reputable health organizations such as the World Health Organization
(WHO) and the Center for Disease Control (CDC) has highlighted the importance of
vaccinations in ensuring that diseases are eliminated. Evidently, vaccinations are important
health promotion practices that should be embraced as a way of improving health-related
behaviors.
Health Belief Model
CONCEPT POTENTIAL CHANGE STRATEGIES
Perceived
susceptibility (beliefs
about the chances of
acquiring an illness of
condition)

Who is at risk of vaccine-preventable illness – how can
individual risk be determined?
Children are the most vulnerable to illnesses that can be
prevented through vaccines. The lack of vaccination is mainly
attributed to parents who are unwilling to have them vaccinated.
The willingness of the parents to have the children vaccinated
can be used to define the existing risk.

Perceived severity
(beliefs about the
seriousness and
consequences of an
illness or condition)

What are the consequences of developing a vaccine-preventable
illness?
One consequence is that children may develop serious health
complications. Treating the complications could be difficult and
can result in huge expenses. The children might spread the
disease, and this can result in others getting infected.

Perceived benefits
(beliefs about the
effectiveness of taking
action to reduce risk or
severity)

How can the individual take action (how, where, when) and what
benefits will be achieved in utilizing recommended
immunizations?
Parents and individuals can take the initiative of undertaking
research regarding vaccinations as well understanding how
diseases can be prevented via vaccinations.

Perceived barriers
(beliefs about the
actual and
psychological costs of
taking action)

What methods can reassure, inform, and assist individuals to
take action in utilizing recommended immunizations?
Ensuring that the vaccine is readily available. Patients also need
to be informed about the risks of not getting vaccinated (Ventola,
2016). The aim should be to ensure that vaccines are not seen as
an inconvenience rather than as advantageous to the general
welfare of the patients.

Cues to Action
(factors that activate
readiness to change)

What methods can promote awareness in the community or
individual and support decisions to take action in utilizing
recommended immunizations?
Advice from healthcare providers can help ensure that

individuals, as well as parents, take the necessary steps. Raising
awareness through the media can also ensure that the individuals
take the necessary steps towards immunization.

Self-efficacy (factors
affecting confidence in
the ability to take
action)

How can the individual be encouraged and assisted to utilize
recommended immunizations?
Text message reminders as well as phone calls can help the
individuals to keep up with the desired behavior. While people
have busy schedules, reminders can go a long way in ensuring
that they keep up with the appointments.

Transtheoretical Model
STAGE DECISIONAL BALANCE
CAUSING INDIVIDUAL
TO REMAIN IN THIS
STAGE

POTENTIAL CHANGE
STRATEGIES

Precontemplation (no
intention of taking
action within the next
six months)

Pros: parents and individuals
may actively be searching for
information regarding the
immunization
Cons: The process of
gathering information may
take too long, leading to the
spread of the disease.

How can we raise awareness of
risk and need for change (utilize
immunizations) based on risks
and benefits?
Have healthcare providers raise
public awareness regarding
vaccinations (Coe, Gatewood, &
Moczygemba, 2012). Patients

Tipping the balance to move
to the next stage: informing
the individuals regarding the
importance of vaccinations.

have a huge trust in their
healthcare providers, and this
means that healthcare providers
have a huge impact on their
behavior.

Contemplation
(intends to take action
within the next six
months)

Pros: parents and individuals
are expressing the intent to
get vaccinated and to have
their children immunized.
Cons: children and
individuals are still not
getting vaccinated, which puts
them at risk of contracting the
disease. If they have already
contracted the disease, they
risk spreading the disease.
Tipping the balance to move
to the next stage: increasing
information regarding the
targeted behavior and
advantages associated with
the behavior.

How can we motivate and
encourage plans to change
(utilize immunizations):
Ensuring that information
regarding the vaccine is readily
available. Ensuring that the cost
of getting the vaccine is
reasonable so as not to
discourage vaccinations (Coe,
Gatewood, & Moczygemba,
2012).

Preparation (intends to
take action within the

Pros: Parents and individuals
are willing to get vaccinated

How can we assist the individual
to develop and implement plans

next month and has
taken behavioral steps
towards change)

in the foreseeable future.
Cons: The individuals and
children are still not
vaccinated, which leaves
them vulnerable to the
disease.
Tipping the balance to move
to the next stage: discuss the
implications of vaccinations
and how it improves the
delivery of healthcare
services.

and goals to utilize
immunizations?
Affirm the individuals’ ability to
change. Ensure that vaccines are
readily and easily accessible.

Action (has changed
behavior for less than
six months)

Pros: Children and patients
have received the initial dose
of the vaccine.
Cons: Failure to make a
follow-up leaves the children
and the individuals at risk of
the disease.
Tipping the balance to move
to the next stage: information
regarding the importance of
follow-up will ensure that
they adhere to the guidelines

What type of feedback, support,
or help with problem solving can
be provided to reinforce the
change (utilization of
immunizations?)
Raise awareness on the
importance of adhering to the
vaccination.

given.

Maintenance (has
changed behavior for
more than six months)

Pros: children and individuals
have gotten vaccinated, and
this means that they are
protected against harmful
diseases.
Cons: the individual may
need to be vaccinated in the
future. The parents and
individuals may not readily
accept vaccination.
Tipping the balance to move
to the next stage:

How can we assist with coping,
reminders, and maintenance of
change (utilizing
immunizations)?
Reminders such as text messages
should be utilized to ensure that
follow-ups are made.

More effective model Reason
Transtheoretical Model The transtheoretical model is more realistic and can be
effectively applied to ensure that all patients are
encouraged to get vaccinations. The stages are
progressive in nature and can be used to make accurate
predictions.

Overall, there are many diseases that affect all age groups. Young children remain the
most susceptible group. Hospitalizations increase due to diseases that can be prevented

through vaccinations. Vaccination to young children is particularly important since it helps
ensure that the children do not spread the diseases. However, some parents and individuals
remain reluctant to get vaccinated. The key to ensuring that the vaccine rates improve lies in
underscoring individual responsibility. Responsibility can only be achieved by educating the
general public on the importance of vaccinations.

References

Coe, A. B., Gatewood, S. B., & Moczygemba, L. R. (2012). The use of the health belief
model to assess predictors of intent to receive the novel (2009) H1N1 influenza
vaccine. Innovations in Pharmacy, 3(2), 1.
Ventola, C. L. (2016). Immunization in the United States: recommendations, barriers, and
measures to improve compliance: part 1: childhood vaccinations. Pharmacy and
Therapeutics, 41(7), 426.