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Measles Vaccine Visits
Measles Is Surging: Make Every Visit a Vaccine Visit

Released: July 23, 2026

Patricia Stinchfield
Patricia Stinchfield, MS, RN, PNP
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Key Takeaways
  • Vaccination remains the only effective strategy to prevent measles outbreaks, making improved vaccine uptake essential to reversing the current resurgence.
  • Implementing the 5 Ps framework can help HCPs create a culture of vaccination, ensuring every patient encounter is an opportunity to improve immunization coverage.

New measles infections continue to surge in the United States: By the time the fireworks flew on July 4, 2026, the current number of reported measles cases had already surpassed 97% of the total recorded in all of 2025. This accelerating trajectory is deeply concerning to healthcare professionals (HCPs) in public health, hospitals, and clinics, underscoring the urgent need to course correct.

A Deceptively Simple Solution
The solution is a dichotomy of simple and complex.

The simple, 1-word strategy to reduce measles outbreaks is vaccinate. We know the primary reason for the current resurgence of measles is a decrease in the number of vaccinated people nationwide. To halt the 2026 measles outbreaks, we must protect vulnerable communities by vaccinating. There is no other effective prevention strategy or antiviral treatment for measles.

However, increasing vaccine uptake is far easier said than done. The complex strategy requires getting to the myriad and synergistic root causes contributing to the rising number of unvaccinated Americans. In brief, this includes:

  • Difficulty accessing healthcare/vaccination
  • Insufficient understanding of the dangers of vaccine-preventable diseases, particularly those that parents and HCPs haven’t seen due to historic elimination efforts
  • Confusion over the immunization schedule and changing guidelines
  • Politicalization of vaccination
  • Lack of clear public health leadership and strong, clear messages to vaccinate
  • Unfounded fears based on misinformation or disinformation, particularly stemming from social media that feeds distrust in science and healthcare
  • Lack of effective communication and education from HCPs, as repeating myths only reinforces them

The 5 Ps Paradigm
To bring an end to measles outbreaks, we must have a sense of vigilance in making every clinic visit a vaccine visit. Using the 5 Ps paradigm helps build a clinic culture that ensures no child will go unvaccinated.

The 5 Ps stand for: People, processes, pharmacy principles, pain prevention, and presumptive vaccine recommendations.

The first “P”, people, indicates that maintaining high rates of vaccine uptake in a clinical setting requires hiring and training the right people for the population being served, so that everyone is speaking with an evidence-based recommendation.

The next “P”s stand for perfecting safe vaccine delivery processes, including when, how, and where to vaccinate, and using pharmacy principles for proper vaccine storage and handling. Often, this means meeting vulnerable people where they are, in settings that they would normally frequent such as pharmacies or schools.

The third “P” involves operationalizing developmentally proper pain prevention for consistent care, such as bubble blowing for toddlers and headphones with music for teens while using a cold alcohol wipe with vigor just before vaccinating, sending pressure signals over pain.

Finally, the last “P” stands for providing clear presumptive vaccine recommendations. This approach presumes the HCP and parent share the same value of safety for the child with vaccinating on schedule rather than asking what one believes about vaccines open-endedly.

It may be helpful to have a dedicated vaccine specialist or a clearly defined vaccine champion within your clinic, who serves as the content expert for the 5 Ps in your specific clinical setting. The 5 Ps Checklist for increased vaccination rates can be a tool for success in achieving and sustaining high vaccination rates in clinical settings such as ambulatory clinics, pharmacies, and school-based vaccination events.

Your Thoughts
What are some simple ways that you can implement the 5 Ps in your clinical setting? Leave a comment to join the discussion!

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