Primary Care Providers Drive RSV Vaccine Uptake Among Older Adults

Key Clinical Summary

• Most patients learned about the RSV vaccine through television and primary care providers.
• Primary care providers were the strongest motivators for vaccine uptake (41.7%).
• Community pharmacists can play a key role by collaborating with local providers and educating patients.

A survey conducted between December 2023 and March 2024 evaluated which marketing methods most influenced adults’ decisions to receive the respiratory syncytial virus (RSV) vaccine. The findings highlight the critical role of primary care providers and suggest opportunities for community pharmacists to enhance vaccine uptake through patient education and provider partnerships.

Study Findings

An anonymous, 8-item survey was distributed to adults eligible for the RSV vaccine to assess what marketing and nonmarketing factors motivated them to receive vaccination. A total of 48 responses were collected and analyzed.

More than half of respondents (52.1%) reported no comorbid conditions. Among those with comorbidities, diabetes (25%) and chronic lung disease (18.8%) were most frequently reported.

When asked how they first heard about the RSV vaccine, the majority cited television (62.5%) and primary care providers (54.2%). However, when ranking the most influential factor in their decision to get vaccinated, participants most frequently selected their primary care provider (41.7%).

These findings underscore that although mass media plays an important awareness role, interpersonal communication—especially from trusted health professionals—drives final vaccine decisions.

Clinical Implications

The results emphasize the influence of primary care providers in motivating older adults to receive the RSV vaccine, even as pharmacies remain a key access point for vaccination.

For community pharmacists, this insight presents a valuable opportunity to build on existing patient trust. By strengthening collaboration with local clinics and providers, pharmacists can coordinate vaccination campaigns, reinforce provider recommendations, and address vaccine hesitancy.

Additionally, leveraging pharmacists’ accessibility for patient counseling, follow-up, and education about RSV prevention can enhance public health outcomes. Targeted communication strategies—such as in-pharmacy materials referencing provider endorsements—may further improve uptake among at-risk adults.

“Although primary care providers were the main motivators for participants to receive the RSV vaccine, this highlights that multiple factors affect a patient’s decision,” said the authors. “Community pharmacists have an opportunity to focus efforts on building relationships and partnering with local providers’ offices to help increase uptake of new and existing vaccinations.”

Conclusion

This study reinforces that while awareness through media is vital, provider engagement remains the key driver of RSV vaccination decisions among older adults. Strengthening collaboration between pharmacists and primary care teams could improve vaccination coverage and overall community protection against RSV.

Reference

Stetzer S, Layson-Wolf C, Seung H, Kim E, Bulkin V, Tran D. Determining patient motivators to receiving the respiratory syncytial virus vaccine in the community pharmacy setting. JAPhA Pract Innov. 2025;2(3). doi:10.1016/j.japhpi.2025.100036