The Vaccine Communication Playbook for Pharmacies
Practical tools and guidance to help you build confidence and support vaccine conversations.
Respond to patient questions
Use the AIMS approach to conversations
Resources for your day
Use this as your daily starting point for clinical references, vaccine schedules, recommendations, and professional updates to support vaccine conversations and decisions during a pharmacy shift.
Respond to patient questions
Find brief, ready-to-use responses to the questions and concerns pharmacy staff hear most often. Browse general conversation guidance or select a vaccine for season-specific concerns. This section is updated as new questions and patterns emerge.
- Getting vaccinated today means you can take care of it while you are already here.
- What questions can I answer before you decide?
- The appointment usually takes only a few minutes.
- Getting it today saves you from making another trip, and you'll be protected sooner.
- I can explain what to expect before we get started.
- I'm glad you're healthy.
- Vaccines help protect you before you're exposed, not after you start feeling sick.
- They can also lower the chance of passing an illness to someone who could become very sick.
- That can happen. Different health care settings may focus on different vaccines.
- Pharmacists also review vaccine recommendations based on age and health history.
- I can explain why this vaccine may be recommended for you.
- I'm sorry you felt sick afterward.
- Some people have short-term effects such as a sore arm, tiredness, or a mild fever.
- That's a sign that your immune system is responding, not that the vaccine gave you the disease.
- Coverage can depend on your insurance plan and where you receive the vaccine.
- Let's check the cost together so you know what to expect before we move forward.
The AIMS approach to conversations
Every vaccine conversation begins with a presumptive recommendation. If the patient hesitates, AIMS helps you respond while preserving trust. The four steps help you make a clear recommendation, understand the patient’s concern, show that you heard it, and identify the next step. You won’t need all four steps in every conversation. Start with Announce, then use the steps that fit each patient’s response.
Select Announce, Inquire, Mirror, or Secure below to view guidance and examples for each step.
A positive outcome may be:
- The patient chooses to get vaccinated today.
- The patient leaves feeling heard and respected, with the door open to future conversations.
Select a step above to view its detailed guidance.
About the playbook
The Pharmacy Playbook is a digital point-of-care resource for pharmacy teams. It provides ready-to-use responses, a structured conversation approach, and links to clinical guidance for use during patient interactions. The Playbook was informed by research with pharmacists and pharmacy technicians. It is designed for quick reference and updated regularly to reflect seasonal vaccine questions and concerns.
The Playbook was developed by the Trusted Messenger Program in partnership with the American Pharmacists Association (APhA) and the National Community Pharmacists Association (NCPA), with support from Pfizer.
