Nedra Weinrich at Spare Change has an interesting post titled Little Things Count. She references a study from Penn’s Annenberg school that found differences in the description of the new human papillomavirus (HPV) vaccine influence whether women decide to receive it. When the vaccine is positioned as an anti-cancer measure they’re interested. If it is characterized as an anti-STD vaccine nearly a third choose to opt out.
This is important since moms are making vaccine decisions for their daughters. And independent of your opinion on the HPV vaccine, this study confirms that pediatricians are marketers. How we position our recommendations and our subtle choice of language influences the health and outcomes of our children.