Pharmacists Fight Measles Misinformation: Christina Madison, PharmD

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Confirmed measles cases continue to climb as vaccination uptake wanes and nonmedical exemptions among kindergartners push community vaccination rates below the 95% threshold needed for herd immunity.^1,2

As of September 24, 2026, 3659 confirmed measles cases had been reported in the US this year, and measles, mumps, and rubella (MMR) vaccine coverage among kindergartners has fallen from 95.2% in the 2019-2020 school year to 92.4% in 2025-2026.¹ Health organizations, clinicians, and pharmacists are rallying to counter vaccine and infectious disease misinformation and disinformation spread through social media and other unreliable sources. Each pillar of the health care system has a role to play in raising awareness and educating patients. Pharmacists are uniquely positioned because they are accessible beyond standard working hours, Christina Madison, PharmD, FCCP, AAHIVP, public health expert and clinical pharmacist, said in an interview with The American Journal of Managed Care^® (AJMC^®).

"For those folks who maybe don't have childcare or don't have the ability to come during 9 to 5, they can come to a pharmacy because we're there for our community," she explained. "I want them to know that I'm there to answer whatever questions that they may have."

Misinformation and disinformation fuel vaccine hesitancy as messaging from once-trusted government entities, credible health institutions, and health care providers varies.

"And unfortunately, we see both of these types [mis- and disinformation] of information circulating on social media and through chat rooms, and it's really overwhelming," Madison said.

Mixed messaging from health care entities and systems has eroded trust among parents and communities, contributing to declining vaccine adherence. Without herd immunity, deaths from vaccine-preventable diseases like measles follow, Madison said. The CDC has reported 2 measles deaths so far in 2026.¹ Survey data reflect this erosion of trust: 57% of parents who had already delayed or skipped a childhood vaccine believed or leaned toward believing the myth that the MMR vaccine causes autism.²

"Once that train has left the station, it's very difficult, especially when you have one of the most contagious infections out there, such as measles," she explained. "It's very difficult to get that under control when you don't have the ability to mobilize and to do vaccinations out in the community."

References

1. Measles cases and outbreaks. CDC. Updated September 28, 2026. Accessed October 1, 2026. https://www.cdc.gov/measles/data-research/index.html

2. McCrear S. Back-to-school vaccines: what clinicians need to know in 2026. AJMC®. August 27, 2026. Accessed October 1, 2026. https://www.ajmc.com/view/back-to-school-vaccines-what-clinicians-need-to-know-in-2026