How Pharmacists Can Combat Vaccine Hesitancy and Protect Children from Measles Outbreaks

The real-world impacts of vaccine hesitancy are becoming increasingly visible. More than 2000 people in the United States contracted measles in 2025, and 93% of infected patients were not immunized or were unsure of their immunization status. As of February 12, 2026, the CDC has confirmed 910 cases, including 5 new outbreaks in 2026.¹

Pharmacists are trusted health care providers who are accessible to patients for consultation. A team of pharmacists working for the immunization committee of the Pediatric Pharmacy Association has compiled timely recommendations to encourage evidence-based pediatric immunization. The Journal of Pediatric Pharmacology and Therapeutics published their recommendations in December 2025.²

Key Recommendations for Pharmacists

Pharmacists are in a key position to discuss the risks and benefits of vaccines with parents and caregivers, allowing them to make fully informed decisions about their child’s immunizations. Disinformation and misinformation run rampant on social media, with few sites putting in effort to fact-check what users post. The authors recommend focusing on sharing clear, evidence-based information and helping them identify reliable sources.

Key recommendations for addressing vaccine hesitancy begin with opening conversations using motivational interviewing techniques. Clinicians should encourage discussion of concerns and personal values while fostering trust, creating a safe space for patients or caregivers to express questions and doubts.

It is also helpful to consider “prebunking,” or training patients to recognize misinformation before they encounter it. This approach is particularly relevant given the prevalence of false information on social media and from artificial intelligence-generated sources. When misinformation arises, it should be addressed calmly and countered with factual, evidence-based information.

Providing clear, plain-language materials in multiple languages when possible, along with active participation in community outreach, can further support informed decision-making. Additionally, giving parents and caregivers resources to review independently can help build confidence in their choices regarding their child’s vaccines (Table 1²).

Guiding Patients Through the Information Overload

In a world where vast amounts of information are readily available, it can be difficult to know where to turn for truthful answers. As health care providers, pharmacists should be able to have honest conversations with patients about debated topics, like vaccines, and point them to trusted resources when they want to conduct further research.

REFERENCES

1. Measles Cases and Outbreaks. CDC. Updated February 13, 2026. Accessed February 17, 2026. https://www.cdc.gov/measles/data-research/

2. Girotto JE, Warminski S, Oz T, Hunter Fly J, Cavness AA, Kubes SE. Continuing as partners in immunization: building immunization confidence through communication, education, and resources. J Pediatr Pharmacol Ther. 2025;30(6):825-828. doi:10.5863/JPPT-25-01222