80 Archetypes of vaccine hesitant caregivers towards COVID-19 immunization during a global pandemic: A qualitative study

Abstract Primary Subject area Public Health and Preventive Medicine Background As Canada embarks on its rollout of the COVID-19 vaccine, vaccine hesitancy has the potential to hamper success of the vaccination campaign. Multiple surveys show that the number of Canadians willing to take the vaccine is insufficient to achieve herd immunity. Therefore, governments and health agencies are looking for solutions to increase vaccination uptake. Obtaining a better understanding of the perspective of those who are vaccine-hesitant is critical to developing successful implementation strategies for COVID-19 vaccination. Objectives To explore COVID-19 vaccination determinants among hesitant caregivers and describe categories of COVID-19 vaccine hesitancy. Design/Methods We conducted 23 semi-structured telephone interviews with parents recruited from a tertiary pediatric care centre. Seventeen participants had previously attended a specialty clinic to discuss vaccine hesitancy; the remaining were recruited from an infectious diseases follow-up clinic. The interview guide was structured around the Theoretical Domains Framework, assessing 14 behavioural constructs to identify specific determinants that guide behaviour change. Interviews were audio-recorded, transcribed, and analyzed by two independent data coders using a pragmatic inductive approach. Recurring themes were noted among subgroups of participants, who were subsequently divided into categories based on their underlying concerns. Results Five archetypes of vaccine-hesitant caregivers emerged in our data (Table 1). 1). “Bubble Dwellers” perceive themselves to be safe by following public health recommendations, and distinguish themselves from higher-risk groups to whom the vaccine should first be offered. 2). “Worriers and Delayers” identify the pandemic as a threat and are generally supportive of vaccines, but are concerned about side effects and issues surrounding vaccine development and prefer to delay vaccination. 3). “Need-for-Normals” are more concerned about social isolation and the economy than the direct effects of the COVID-19 virus, but express that the idea of a “return to normal” may sway their opinions regarding the vaccine. 4). “Exceptionalists” hold personal misperceptions of vaccine contraindications due to comorbidities or previous experiences with vaccination, and are concerned that the current rollout invokes a “one size fits all” model that does not apply to their circumstances. 5. “Freedom Fighters” view the pandemic as a hoax, are anti-establishment, and believe the information they have been provided is not convincing for them to adopt the vaccine. Conclusion The evolving pandemic provides a unique opportunity to understand determinants of vaccination intention in the vaccine hesitant population. Our qualitative study is unique in that we were able to draw upon pre-identified vaccine hesitant individuals to explore their perspectives around COVID-19 immunization. We propose that rather than viewing these individuals as one homogenous group, policymakers and health professionals address these discrete subgroups with specific communication tools and information. We are hopeful that our results will help tailor implementation strategies that are targeted to different vaccine hesitancy archetypes, as the vaccine is made available to the general public in the coming year.

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