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Measles Update: The Public’s View and How Pharmacists Can Combat Misinformation
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Key Takeaways
- Measles cases in the U.S. have reached 935, spreading to Mexico and Canada, with significant public concern and misinformation persisting.
- A partisan divide exists in awareness and concern about the outbreak, with Democrats more worried and informed than Republicans.
Pharmacists are on the front lines of the outbreak, making them well-positioned to educate and counsel patients with vaccine hesitancy.
Measles cases in the United States have reached a total of 935, and the outbreak has since crossed borders in Mexico and Canada, as of May 2, 2025. Health experts continue to advocate for vaccination with the measles, mumps, and rubella (MMR) vaccine; however, fragmented outbreak awareness, public skepticism, and the spread of misinformation persist. A report by KFF reveals that about half of American adults (51%) and parents (47%) are at least “somewhat worried” about the current outbreak, with roughly 1 in 7 expressing that they are “very worried.”1-3
Measles spelled on wooden blocks | Image Credit: © H_Ko - stock.adobe.com
Public awareness and concern are on the rise, but it varies across groups. Although 56% of adults and 48% of parents with children under 18 are aware that this year’s measles cases exceed recent years, these numbers are significantly influenced by political affiliation. The report shows a noticeable partisan divide: 76% of Democrats say they are worried about the outbreak, compared with 28% of Republicans. Similarly, 71% of Democrats are aware measles cases are up this year, versus 49% of Republicans.3
This partisan divide extends to parents, as well. Democratic and Democratic-leaning parents are more than twice as likely as their Republican counterparts to express concern (73% versus 26%) and to know that cases have increased (64% versus 37%).3
When surveying data about misinformation, KFF found that 63% of adults and 61% of parents have read the false claim that MMR vaccines cause autism. Additionally, there was a rise in the number of people who have heard the false claim, which jumped 15 percentage points in the past year, reaching 1 in 3 adults. Although less than 5% say they think the claims are “definitely true,” at least half of adults say each false claim is “probably true” or “probably false.” Republicans and independents are significantly more likely than Democrats to believe or lean toward believing these claims. For example, 35% of Republicans and 26% of independents say the MMR-autism link is “definitely” or “probably true,” compared to just 10% of Democrats.3
Despite the spread of misinformation, public confidence in the MMR vaccine remains strong overall. Eighty-three percent of adults and 78% of parents say they are at least “somewhat confident” in the vaccine’s safety. However, Republican and Republican-leaning parents are less assured, of which 31% express a lack of confidence and 17% say they are “not at all confident.”3
Measles is considered the most contagious virus on the planet, underscoring the critical need for continued prevention through vaccination. One infected person can pass the virus to 18 other people through exposure to nasal or throat secretions when an infected person coughs, sneezes, or breathes. The MMR vaccine is extremely effective at preventing measles, at 93% effective with the first dose and 97% with the second dose.3
Health care providers, especially pharmacists, are well positioned to help educate and inform patients of the safety and importance of vaccinations, especially against measles and other highly infectious viruses. Experts emphasize that building trust and fostering open dialogue are key to addressing vaccine hesitancy rather than dismissing concerns outright. Pharmacists can take the time to listen, acknowledge fears, and provide credible, evidence-based information—meeting patients where they are to help bridge gaps in understanding and encourage informed decision-making.4
“Pharmacists have to determine where this person is coming from. Try putting yourself in the person's shoes and understand why they have that perspective,” Michael Hogue, PharmD, FAPhA, FNAP, FFIP, executive vice president and chief executive officer of the American Pharmacists Association, told Pharmacy Times. “You can share the science and, hopefully, point someone in a direction where they'll read legitimate science and not just sensationalized stuff on social media.”4
