EZIZ

Vaccine Confidence

AIMS Approach

The AIMS approach is a four‑step, evidence‑based model that helps providers navigate vaccine conversations in a way that builds trust and improves patient receptivity. By focusing on how to communicate—using tone, empathy, active listening, and relational cues—AIMS shifts the conversation from convincing with facts to understanding and affirming emotions. This open, supportive style helps patients feel heard and reduces defensiveness, giving providers space to explain recommendations clearly and without confrontation. Even small changes in communication can make a meaningful difference in how patients respond. 

STEP 1: ANNOUNCE

Make a confident, presumptive recommendation. 

Start with a friendly, matter-of-fact announcement of the immunizations due today. Keep it short, positive, and warm; avoid sounding rushed or unsure. 

Example: “Since we’re headed into respiratory season, you should get your flu vaccine while you’re here today.” 

Research shows a clear, confident recommendation from a trusted healthcare provider results in vaccination more than 70% of the time. If the patient/caregiver is showing any concern or hesitation, move on to Step 2, Inquire. 

STEP 2: INQUIRE

Ask open-ended questions to understand patient concerns. 

Regardless of whether a concern is evidence-based, the emotions behind them are real. Before offering more information, it is important to first understand what’s driving their concern (e.g., misinformation, needle fear, traumatic prior experiences, distrust of systems, etc.). Open-ended “how” or “what” questions tend to be more effective than “why” questions. Avoid correcting misinformation right away. Inquiry comes first. 

Example: “Tell me what worries you about the flu vaccine.”  

Listening without interruption often reveals the true root concern, which may differ from what patients initially express.

STEP 3: MIRROR

Reflect back those concerns to show understanding. 

Mirroring communicates: I hear you, and your feelings are valid. The patient took a risk by being honest. Even if a provider does not agree, the patient needs to know the provider understands where they’re coming from. These moments help to shift the tone from defensive to collaborative and help the patient feel respected. Validate their emotional response. 

Example: “You heard that the flu vaccine causes flu.” 

Offer empathy. 

Example: “I get it. If I thought that was true, I would be worried about getting a flu vaccine too.” 

Simple practices like slowing your voice, normalizing common fears, and appreciating patient honesty strengthen receptivity.

STEP 4: SECURE

Secure their trust and offer information with permission. 

Once patients feel heard, they are more open to receiving accurate information, especially when the provider asks permission first. 

Example: “Would it be okay if I explain why I always get the flu vaccine myself?” 

When securing:

  • Keep explanations short and clear. Simple truths resonate more than complex explanations. 
  • Emphasize protection, safety, and caring 
  • Use personal stories briefly 
  • Offer actionable next steps 

Example: “I get the flu vaccine every year to prevent severe disease. Flu vaccines contain a weakened or dead virus, so they can’t cause infection. But they do help your body make antibodies to protect you. This can cause some temporary discomfort.” 

Even if they say no, how you respond matters. 

Example: “Thank you for sharing and listening. It’s up to you whether to get the flu vaccine. I recommend it, because I care about your health. 

These steps are not just about getting the patient to say “Yes,” it’s also about protecting the relationship and earned trust that you can build on. Many hesitant patients decide over time, and planting the seed still matters. 

More Resources

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