A crisis of confidence? Intervening in vaccine hesitancy in North Dakota

Abstract In November 2020, North Dakota reported a higher number of cases and deaths per capita from COVID‐19 than any other state in the United States. Several months later, it reported one of the country's highest rates of vaccine hesitancy, leading to the development and implementation of the state‐funded and physician‐led “Vaccine Champion” (“VaxChamp”) program. Glossing the primary problem as one of “provider confidence,” the VaxChamp program emphasized a standardized, scalable intervention that targeted healthcare providers directly, and patients only indirectly. Although the program hit its quantitative benchmarks, a qualitative inquiry into the program's history and context reveals multiple crises of confidence, many beyond the bioscientific domain of the program's focus. Drawing from work in medical and linguistic anthropology, we describe and analyze the “multiple levers of vaccine confidence” at play in the intervention and its surrounding context, as well as how these crises of confidence emerged.