Survey of 600+ Global HCPs Examines Sentiments Across Misinformation, Patient Noncompliance, Predictions for Vaccine Utilization & Impact of Policy Changes

The 41st Barometer Survey from Sermo, a fast, frictionless HCP engagement platform providing the healthcare industry with real-time business insights and authentic physician touch points, of 600+ global healthcare providers (HCPs), reveals that misinformation about respiratory illnesses and vaccines significantly challenges HCPs, with 89% reporting a moderate or significant impact on their practices. 95% of respondents express concern about the upcoming respiratory season. HCPs identify misinformation as the top reason patients refuse or delay vaccinations, followed by safety concerns and perceived lack of necessity.

Recognizing their critical role in addressing respiratory illness and vaccine misinformation, HCPs prioritize educating patients during consultations (79%). This is often supplemented with printed materials (50%) and recommendations for trusted online resources (40%), all aimed at empowering patients with accurate information.

"Misinformation about vaccines, especially for respiratory illnesses like COVID, continues to be a significant challenge we face in protecting our communities,” says Dr. Nat Fondell, board-certified family medicine physician, medical director for La Clinica’s Birch Grove Health Center and Sermo Medical Advisory Board Member. “Our role as medical providers is to provide clear, evidence-based guidance to help patients make informed decisions about their health. When they make vaccine decisions, I want them to remember me saying: 'I've gotten this vaccine myself and wouldn't hesitate to have my family members get it.’”

Respiratory Patient Load Drivers & Vaccine Uptake:

HCPs predict this year’s flu to be particularly worrisome and the key driver of patient volume. 77% of HCPs are proactively recommending flu vaccines more strongly this respiratory season. This number increased to 90% among NPs.

The survey found significant variation in vaccine acceptance across respiratory illnesses:

• Flu vaccine: 72% of HCPs believe the majority of patients will receive the flu vaccine this year.
• COVID-19 booster: 36% of HCPs expect the majority of patients to get the COVID-19 booster.
• RSV vaccine (adults): 37% of HCPs expect the majority of eligible adult patients will get the RSV vaccine. This raises concerns, as RSV hospitalizes an estimated 110,000 to 180,000 U.S. adults aged 50+ each year.
• RSV vaccine (pediatrics): 51% of HCPs expect most eligible pediatric patients to get the RSV vaccine, and 86% of pediatricians plan to more strongly encourage RSV vaccination this year.
• Pneumococcal vaccine: Among adults, 53% of HCPs believe the majority of eligible patients will get the pneumococcal vaccine; 54% expect similar uptake among pediatric patients.

The Expanding Role of Retail Pharmacists as Key Vaccine Advocates:

Retail pharmacists are playing an increasingly influential role, as 58% of HCPs report seeing an increase in patients relying on pharmacists for first-line advice for respiratory symptoms.

"The pharmacy is often the first stop for a concerned patient or parent," says Petra Bobovcan, Community/Retail Pharmacist at Health Center Zagreb and Sermo Pharmacist Group Member. "We have become the frontline for respiratory care—providing immediate access to trusted advice and effective triage. We are performing rapid tests for flu, strep, and, of course, strongly advocating for preventative vaccinations. We help manage symptoms safely, recommend evidence-backed OTC solutions, and ensure patients get to the right level of care—whether that's self-care at home, a clinic, or the ER. This proactive guidance is essential for both patient well-being and managing strain on the healthcare system during busy respiratory seasons. It's a pivotal shift in care, and we're ready for it.”

Challenges in Adapting to New Respiratory Guidelines Amid Environmental Pressures:

HCPs recognize the impact updated respiratory guidelines and environmental factors will have on patient care this season. While 36% say new guidelines heavily influence their decisions, patient noncompliance remains the biggest barrier. Real-time respiratory surveillance data, considered important by 96% of HCPs, will help clinicians adapt quickly to these challenges—a stark contrast to government agencies scaling back Covid and respiratory illness reporting.

77% of HCPs acknowledge the role of climate change in worsening respiratory illnesses. Air pollution (36%) and increased pollen/allergens (27%) are seen as the top contributors. Looking ahead, 83% expect climate factors to greatly increase respiratory illness cases within five years.

This survey was fielded from August 12th-13th, 2025 as the 41st edition of Sermo’s ongoing Barometer study. The survey of 607 participants included global physicians across specialties, as well as advanced practice providers and retail pharmacists. To explore more findings, visit: https://app.sermo.com/barometer.

About Sermo:

Sermo is a fast, frictionless physician engagement platform, providing the healthcare industry with real-time business insights and authentic physician touch points through our global community of 1M+ healthcare professionals and state-of-the-art technology. For over 20 years, Sermo has been turning physician experience, expertise, and observations into actionable insights that benefit pharmaceutical companies, healthcare partners, and the medical community at large. To learn more, visit www.sermo.com.

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