At the beginning of the year, the U.S. childhood immunization schedule changed reducing the list of vaccine-preventable illnesses from 18 to 11. This has left some asking questions: Why the change? And what does this mean for my family?
For parents, healthcare decisions can be emotional and stressful—especially for first-time parents. Now imagine trying to navigate those decisions while facing a language barrier, limited access to information or conflicting guidance online. That’s the reality for many families.
WHERE THE BREAKDOWN HAPPENS
When healthcare guidelines change, some confusion is inevitable. But for some families, confusion can quickly turn into an information gap. Many families may not even know the immunization schedule has changed because of:
- Language barriers
- Misinformation spreading faster than facts
- Limited access to trusted, culturally relevant sources
- A lack of proactive communication from healthcare systems
The result? Parents may unintentionally skip vaccines that were once standard—not because they chose to, but because the information never reached them clearly. Over time, this creates real health risks for communities that are already underserved.
Additionally, under the updated guidance the vaccines no longer included in the routine schedule are recommended only for children at high risk of serious illness or after “shared clinical decision-making” between parents and healthcare providers.
On the surface, this sounds reasonable. In theory, it allows for more personalized care. But from a health equity perspective, this is exactly where the risk lies.
“Shared clinical decision-making” assumes that patients and providers can communicate clearly, openly, and confidently. It assumes parents feel empowered to ask questions, understand medical nuance, and advocate for their child. And it assumes healthcare providers have the time, tools, and cultural competence to meet families where they are.
For many diverse communities, those assumptions simply don’t hold true.
MORE RESPONSIBILITY, LESS SUPPORT
Under the new schedule, parents must now:
- Understand how the changes apply to their family
- Come prepared with questions for their pediatrician
- Track their child’s vaccination history more closely
- Keep detailed records of what’s been administered or delayed
For many families, this can be daunting. When healthcare information becomes more complex or changes based on new information, the burden falls hardest on those who already face barriers. And that’s where the communication gap widens.
WHY THIS MATTERS
This isn’t just a healthcare issue, it’s a communication issue. And that’s where agencies come in.
At AXIS, we’ve been helping healthcare organizations, pharmaceutical brands, and insurance providers better engage with diverse patients, in order to educate audiences that may have less accessibility to information. Across clients we’ve found that a few things consistently ring true:
Trust Comes First
If people don’t recognize or understand a brand, they won’t trust it—especially in healthcare. Brands need to clearly communicate who they are, who they serve, and why they exist. An omnichannel presence matters, but so does consistency in visuals, messaging, and tone. Partnering with trusted community voices—advocates, organizations, or influencers—can also help bridge the trust gap faster than brand-led messaging alone.
Credibility Through Consistency
Showing up once isn’t enough. Credibility is built by sharing accurate, useful information consistently across platforms. Educational content, expert insights (when appropriate), and real community stories all help reinforce a brand’s commitment to the communities it serves.
Acknowledge the Disparities
Ignoring inequities doesn’t make them disappear. Brands that take the time to listen—through community research, surveys, or listening sessions—are better equipped to create solutions that reduce barriers instead of adding to them. Backing messaging with credible sources matters.
Trust is Earned, Not Claimed
Trust takes time. It’s built through two-way communication, transparency, and accountability. Brands that respond clearly, take responsibility when needed, and share tangible next steps stand out. Community investment isn’t a “nice to have”—it’s what today’s audiences expect.
THE TAKEAWAY
Changes to public health guidelines don’t impact everyone equally. When communication doesn’t reach immigrant communities in the right way, the consequences are real.
For brand marketers, this is a reminder that our role goes beyond awareness metrics and impressions. When we get healthcare communication right, we don’t just help brands grow—we help communities stay informed and protected.
And that’s impact worth building.
