Vaccine conversations have changed. Patients are asking new questions, trust is harder to earn, and clinicians are navigating increasingly complex discussions in limited time. In this episode of Inside Family Medicine, host Rebecca Fuller Beeler, PhD, vice president of Integrated Marketing Communications at AAFP is joined by public health scientist and founder of Unbiased Science Jess Steier, DrPH. Together, they discuss why facts alone are often not enough, how empathy and listening can strengthen vaccine conversations, and what physicians can do to support patients before, during, and after clinical visits.

Drawing on thousands of conversations with people seeking credible health information, Steier shares insights into the concerns, emotions, and information ecosystems that shape patients' decisions. The conversation offers practical strategies for building trust, addressing uncertainty, and helping patients make informed decisions—while reminding clinicians that even small conversations can plant seeds that matter. Whether discussing vaccines or any health topic where trust and clarity are essential, this episode highlights the power of meeting people where they are.

Steier emphasizes practical communication strategies such as listening first, understanding a patient's perspective, sharing personal experiences, leveraging the entire care team and extending education beyond the exam room. Listen in to this conversation that highlights the critical role family physicians continue to play as trusted sources of health information and offer encouragement for clinicians working to foster informed, compassionate conversations in an era of misinformation.