Australian adults' views on influenza vaccination: Implications for communication and service quality from a qualitative study

Despite ongoing federal and state initiatives, influenza vaccination coverage in Australia remains suboptimal, with reported uptake declining across all age groups and priority populations since 2020. In 2025, The National Vaccination Insights Project conducted in-depth interviews with Australian adults to explore their views on influenza vaccination and understand their decision-making and access support needs to receive an influenza vaccine. Fifteen participants were recruited through an agency to participate in in-depth interviews between May and June 2025, guided by the World Health Organization's Behavioural and Social Drivers of Influenza Vaccination toolkit. A maximum variation purposive sampling strategy was used to capture diverse perspectives. Transcripts were analysed in NVivo 14 using the Framework method, focusing on what people need to feel informed, supported, and comfortable when making vaccination decisions. Two major themes emerged: (i) communication and (ii) service delivery needs, which together formed a supportive vaccination environment. Participants emphasised the need for timely, context-specific information, opportunities for dialogue with health professionals, peers, and communities, and prompts to encourage vaccination. They also highlighted the importance of consistent, patient-centred services that are convenient and affordable. Efforts to improve influenza vaccine uptake should prioritise creating opportunities for dialogue about vaccination and equity in vaccination service access and quality. In health settings, providers should elicit conversations about adult vaccines. In community settings, experts can provide opportunities for engagement and information and ensure convenient, affordable vaccination with service locations and hours integrated into people's routines. To ensure consistent service delivery, staff training may be needed with an emphasis on patient-centred communication and technical competence. This study provides important findings to inform policy and practice, highlighting the need to simultaneously address both communication and service needs to support sustained improvements in adult influenza vaccination coverage.