Table 3.

Summary of Findings and Recommendations

Finding	Recommendation
New messengers are needed	Partner with non-traditional sources who are seen as credible to mothers, such as online influencers
New messages are needed	Find common ground with those who are vaccine hesitant, as previous messages promoting herd immunity or inducing guilt for not vaccinating do not resonate Utilize evidence-based storytelling to promote vaccination and counter claims of misinformation
New vaccines are needed	Communicate concerns about vaccine ingredients and the desire for personalized vaccines to the pharmaceutical industry
Balancing risk	Help parents understand accurate risk of vaccine vs. disease; dispel misguided beliefs about side effects
Social media and new technology	Collaborate with social media and technology companies to ensure appropriate and responsible use of these platforms to promote vaccination