Excellence in Engagement Through Digital Channels

Summary of work

RCPCH Vaccines in Practice is an e-learning module designed to facilitate the development of consultation skills among healthcare professionals regarding vaccination. We decided to produce an e-learning course to tackle a lack of confidence in healthcare professionals surrounding how to communicate with vaccine hesitant parents. Evidence suggests that well informed, knowledgeable healthcare professionals are vital in influencing parental decisions about vaccinating their child.

With falling vaccination rates across the UK and recent outbreaks of vaccine-preventable diseases, successful communication with parents about vaccination has never been more important. Our course focuses on how to sensitively impart up to date, unbiased and accurate information about childhood vaccination, without being dismissive of the concerns of parents. To increase uptake among busy healthcare professionals, the module can be completed within two hours. To ensure broad appeal, we accommodated the needs of a diverse group of healthcare professionals (and trainees).

Innovative aspects of our approach included a step-by-step graphical explanation to promote understanding of the underlying design of the UK vaccination schedule. This learning is put into practical context, allowing participants to practise responses with concerned parents in role-play consultations. It has achieved extremely positive from participants, 100% of whom would recommend the course to a colleague.

Judges' comments

This was a great example of what digital engagement is all about. It took a tough topic, avoided fluff and instead created content with impact. It’s a difficult area in which to get metrics, but the team generated really strong figures and simply mind-blowing levels of engagement and exceptional feedback. It just worked.