Vaccine hesitancy communication: What counts as evidence.

The evidence base for vaccine hesitancy communication is generally confined to research focused on the content of the message rather than the process of communication. This has important consequences, because shifting focus to encompass the process of communicating, and not just on the content of content message being conveyed; opens the possibility of greater insight and understanding regarding the conversation health care workers have with those who are vaccine hesitant, creating increased chances of acceptance.