Methods: In September 2018 we conducted a web-based randomized-controlled trial (RCT) among mothers who did not plan to vaccinate their 11- to 14-year-old child against HPV within the next 12 months. Participants were recruited from a survey panel in 27 U.S. states with HPV vaccination coverage below the national average. We randomized participants to one of three arms: 1. a general “bundled” information video only; 2. a general video plus a video addressing their top HPV vaccine concern; or 3. a general video plus ≥1 videos addressing all of their HPV vaccine concerns. Each video was less than 50 seconds in length. The outcome was intention to vaccinate in the next 12 months (1=extremely unlikely to vaccinate; 10=extremely likely to vaccinate). We used ANOVA to evaluate the overall effect of the intervention, with Tukey HSD for post-hoc pair-wise comparisons.
Results: Overall, 762 mothers (76% non-Hispanic White; 8% non-Hispanic Black; 8% Hispanic) completed the intervention. The mean intent to vaccinate post-intervention was 3.5 (95%CI 3.2-3.8) among mothers who received the general information video only, 3.9 (95%CI 3.5-4.2) among mothers who receive the general+primary concern video, and 4.2 (95%CI 3.8-4.5) among those who received the general+videos for all concerns. ANOVA indicated a significant intervention effect for at least one intervention (F=4.2, p=.016). Post-hoc analyses indicated that mothers who received tailored videos addressing all of their concerns had significantly higher intent to vaccinate post-intervention than those who received the information-only video (p=.012). There was no significant difference between the top concern group and the group receiving the information-only video (p=.24).
Conclusions: In this RCT of HPV vaccine-hesitant mothers, receiving video messaging tailored to their concerns increased intention to vaccinate within the next 12 months compared to a general vaccination message. Further research is needed to understand the impact of tailored messaging on vaccination behavior in the primary care setting.