Of Measles and Midterms

There’s a whiff of good news in the air that should give many of us a much-needed shot of optimism. After one of the bleakest periods for public health in recent memory, vaccines seem to be enjoying a winning streak again.

From court decisions, recent analysis challenging vaccine skepticism polling results, and congressional testimony, the past month reflects a vindication of the value of immunization, scientific advancement and plain old common sense over ideology-based medical beliefs untethered from clinical evidence.

It would be nice to think that cooler heads have prevailed and we are seeing a return to science-backed decisions guiding American vaccine policy. But the reality is that a resurgent defense of immunization practices may be driven by two bigger forces: measles and midterms.

As I wrote five years ago, disease can be a powerful change agent. Thanks to the ultra-high effectiveness of the measles vaccine to prevent measles outbreaks, an entire generation of kids, parents and healthcare providers had never seen the disease or knew what kind of devastation it could bring. With measles out of sight and out of mind, it was easy for a small band of vocal critics to cast doubt on the value of the measles vaccine. Instead of building on a culture of collective action against disease, we allowed that small band of critics to grow into a chorus of public health freeloaders.

Measles had other ideas. With our weakening herd immunity – a result of declining vaccination rates – it didn’t take much for the virus to quickly reintroduce itself. Since the start of the year, there have been more than 1,700 cases of infection across 19 outbreaks throughout the country. We haven’t seen case numbers this high in 35 years. And if the deaths of American children from measles aren’t tragic enough, we are now on the verge of losing our status of officially eliminating measles. As a preeminent leader in immunology science, it is a startling embarrassment for the U.S. to accept this public health defeat.

Americans of all political stripes now seem to be paying attention. Following a decade of significant decline in vaccination, particularly among Republicans, there now is a push to back away from hardline anti-vaccine rhetoric ahead of the midterm elections. It’s easy to see why: at a time when measles outbreaks are a highly visible example of failed policy by the incumbent ruling party, politicians are not willing to risk being associated with practices that are out of step with the direction in which most U.S. voters want to go.

It’s telling that 66% of MAGA voters support vaccination as a requirement for kids to attend school. The measles outbreak has done a lot to educate people on the value of vaccines, which may be one reason why last week’s congressional testimony by RFK Jr., in which he was forced to admit that the measles vaccine is both safe and effective, and the timely appointment of Dr. Erica Schwartz, a physician and vaccine supporter, to lead the CDC may reflect the political liability posed by alternative vaccine doctrine in the months leading up to the midterm elections.

With growing distrust in federal vaccine messaging, there is a vacuum of credible sources for Americans to turn to for vaccine guidance. That void may actually be an opportunity in disguise for vaccine communicators.

Health care providers, including pharmacists, are still the most trusted source for reliable vaccine information: 4 out of 5 Americans look to these professionals to provide the right mix of personalized, empathetic communication with credible safety and efficacy information. Their stories can carry the power of connection, compassion and candor that we need right now.

Vaccination may seem like a black and white decision for a lot of us, but health care providers know that many parents need help navigating the gray areas. How we tell those stories – and who tells them – is essential to strengthening the national conversation around immunization.

Working more closely together, vaccine makers, innovators in antibody science, medical institutions and non-profit advocacy groups can create more compelling, unified communications that reach people when they are closest to making immunization decisions. This can be done by leveraging the voices of medical professionals to convey the emotional value of protecting our children against preventable disease instead of defaulting to statistics-heavy, complex messaging; pulling those stories through in coordinated media and policymaker engagement; and linking back to credible research sources that feature more prominently in online searches.

If the current measles epidemic in the U.S. is a crisis of our own making, it’s our responsibility to leverage the harsh health and economic lessons from this experience. We must act, not for the political convenience of the midterm elections, but to create better, more durable immunization policies and communications that again can unite Americans against our common disease enemies.