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Susan Cantrell, RPh, MHL, CAE, CEO of the Academy of Managed Care Pharmacy, stresses the importance of listening, empathy, and science-based communication in pharmacists’ efforts to guide patients through vaccine decisions.
In an interview with Pharmacy Times®, Susan Cantrell, RPh, MHL, CAE, CEO of the Academy of Managed Care Pharmacy, explained how the role of pharmacists in addressing vaccine hesitancy has evolved in the wake of the COVID-19 pandemic. With patients becoming more informed and politically influenced, Cantrell emphasized that pharmacists’ accessibility and trusted status uniquely position them to bridge gaps through empathetic listening, clear communication, and evidence-based explanations. Cantrell also highlighted the role of professional associations in providing pharmacists with accurate, science-backed resources to strengthen patient education and build confidence in vaccines.
Pharmacy Times: How have pharmacists' roles in addressing vaccine hesitancy and increasing immunization rates evolved in recent years, especially in underserved communities?
Susan Cantrell, RPh, MHL, CAE: A lot has changed in how pharmacists communicate—and need to communicate—with patients about vaccines, hesitancy, and related issues. In light of the COVID-19 pandemic and the post-pandemic era, it comes down to trust and communication. Listening is a big part of that. Patients today are more informed, ask more questions, and don’t simply accept everything their healthcare professional tells them at face value.
Unfortunately, vaccinations have also taken on a political undertone in recent years, which makes the pharmacist–patient interaction more complex. I recently read an op-ed in The Washington Post that highlighted how nuance is critical when formulating and communicating health policy and how separating trust, science, and policy matters. Pharmacists—being some of the most trusted and accessible healthcare professionals—play an essential role in helping patients understand the science, recognize the importance of disease prevention, and make the best decisions for their health.
Pharmacy Times: Given the importance of building patient trust, what specific strategies can pharmacists use to bridge gaps and become more effective communicators about vaccine safety and efficacy?
Cantrell: There are several strategies pharmacists can and do use. Listening to patients, showing empathy for their concerns, and explaining why we recommend certain vaccines are all critical. Patients already lean on their community pharmacists for medication advice; expanding that trust into vaccines helps pharmacists be seen as reliable voices in this area. The immunization landscape can be complex—even overwhelming—for patients. Take pneumococcal vaccines, for example; there are multiple versions, and it’s difficult for even well-informed patients to know what’s best. Pharmacists can simplify that complexity, provide clear guidance, and ensure patients make informed choices.
Professional associations also play a role in supporting pharmacists with up-to-date, science-based resources. For example, the American Pharmacists Association recently sent out excellent evidence-based communication on thimerosal in vaccines, summarizing findings from numerous studies. Equipping pharmacists with that kind of information is invaluable as they counsel patients.
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