Table 1 Selected content from the 5-step vaccine hesitancy counseling process (ASORT)

Ask if they would like to receive a COVID vaccination 

• People are more open to talking about the COVID-19 vaccine if you ask while you’re doing other activities, like giving a flu shot or engaging in medication therapy management.

“While I’m giving your flu shot, I just thought I’d ask if you’ve gotten your COVID -19 vaccine yet.”

• Offer praise to people who are up-to-date on their vaccination

Solicit their main vaccine concern

• People often have multiple concerns about the vaccine, but one concern will likely loom larger than the others, so this is the concern you’ll want to focus on first.

“Can you tell me more about that?”

Offer to address their concerns

• People have different levels of readiness to discuss the vaccine, so it’s important to ask for permission to share more information about their concerns.

• Start by validating their concerns so they know that you’re not judging them.

“I know several other people who have had that same concern and I’ve shared some information with them that they’ve found useful. I’d be happy to share that same information with you if you want.”

• Some people won’t be ready for more information and that’s okay. Just let them know that you understand.

“Ok. No problem. Know that I’m here if you do ever want to talk.”

• Address their concerns

• For individuals who aren’t ready, skip to the last step.

Recommend the vaccine

• Share your personal experience with the vaccine and that you trust it before you recommend it. This can help build their trust in the vaccine.

• After sharing your personal experience, then recommend the vaccine.

“I wouldn’t recommend the vaccine if I didn’t think it was safe. I received it and I trust it. That’s why I recommend that you get the vaccine - because I care about you and want you to keep you safe.”

• You can also tie your recommendation to any factors that may put them or their family members at higher risk for severe COVID-19 complications.

• If they are still unsure or refuse, then move to the next step.

Try again later if they refuse or are unsure

• As we’ve seen throughout the pandemic, many people who say they will never get the vaccine have since been vaccinated. So don’t be discouraged if they refuse. React in a positive way and let them know you’ll check in with them again.

“Thanks for considering it. I’ll check in with you again if I hear any new information about your concern.”

• Since people can and do change their minds, it’s important to try again during one of their next visits to the pharmacy.

• For regular customers, keep a list of people to follow up with or make a note in the pharmacy record to follow up.