As we approach peak flu season, which is typically December and February, it’s crucial to encourage vaccinations for all patients six months and older. ¹ For the 2025-2026 season, trivalent flu vaccines are available which are formulated to protect against the three primary strains of circulating seasonal influenza Type A and B viruses.²

Understanding vaccine hesitancy

Vaccine decisions are influenced by numerous factors, including misinformation, peer influence, and cultural norms. Patients often receive input from media, family, and friends that can either reinforce or undermine their existing beliefs.

Cognitive biases also play a key role.³

• Optimism bias ‒ believing one is less likely to get sick. 
• Negativity bias ‒ giving more weight to rare side effects than proven benefits.
• Availability heuristic ‒ assessing risk based on recent stories rather than actual data. can distort how patients perceive their vulnerability and the seriousness of the flu.

Engaging with your patients

Studies consistently show that recommendations from health care providers strongly influence vaccination decisions, with 58.4 percent of patients stating they would get a flu shot based on their provider’s recommendation alone.⁴ To make these conversations more effective, consider personalizing your message, listening actively, and keeping it simple. Share important information and personal stories that build trust without overwhelming your patients.³

A valuable resource for these discussions is the U.S. Centers for Disease Control and Prevention (CDC) and American Academy of Family Physicians’ SHARE method, which helps guide meaningful and supportive vaccine discussions.⁵

• Share. Discuss why the vaccine is beneficial for the patient.
  Example: “Vaccination protects you and your family from flu-related illnesses. Vaccinating yourself against the flu now will protect you and others later, such as your parents and kids, who may be more susceptible to developing a bad case of illness if they contract the flu.”
• Highlight. Emphasize positive experiences with the vaccine.
  Example: “My staff, my family, and I get the flu vaccine each year to safeguard our health.”
• Address. Tackle any patient concerns about vaccine safety and efficacy.
  Example: “You cannot get the flu from a vaccination. Mild side effects may occur, but disappear in a few days.”
• Remind. Reiterate the protective benefits for patients and their loved ones.
  Example: “We are currently in the flu season, which normally lasts from September to March. I want to make sure you and your loved ones are protected from serious illness and any possible dangerous side effects from the flu.”
• Explain. Discuss the potential consequences of contracting the flu, including serious health effects, time, financial costs, and risk of spreading the illness.
  Example: “The flu vaccine can reduce the risk of serious complications, medical visits, and missed days at work or school.”

Assuring safety and efficacy

Reassure patients that the flu vaccine cannot cause the flu and that most side effects, like tenderness at the injection site or a low-grade fever, are short-lived. Serious allergic reactions are extremely rare.

By getting vaccinated, patients can prevent the flu or experience milder symptoms, which overall reduces the likelihood of missing work or school and minimizes the need for medical interventions. It also helps protect others, especially vulnerable individuals like infants, older adults, and those with chronic conditions. Notably, for pregnant patients, the flu vaccine also provides crucial protection for newborns during their first few months of life, when they are most at risk.⁶

The CDC tracks flu vaccine effectiveness annually, as shown in the chart below.⁷Overall, the chart illustrates that flu vaccinations have had a significant positive impact on public health. For example, during the 2023-2024 flu season, the vaccination prevented approximately:

• 9.8 million flu-related illnesses.
• 4.8 million medical visits.
• 120,000 hospitalizations.
• 7,900 deaths.⁸

HEDIS measures

For information on the Healthcare Effectiveness Data and Information Set (HEDIS^®)⁹ measures related to the flu vaccine, visit the National Committee for Quality Assurance web page, HEDIS Measures and Technical Resources.

Cigna Healthcare^® coverage

The annual flu shot is typically covered at no cost when administered at in-network locations, which your patients can find by logging in to myCigna.com.

You can learn more information about our coverage policies related to preventive care services in the Preventive Care Services Coverage Policy (A004).

1. It’s a Good Time to Get Your Flu Vaccine.
2. 2025–2026 Flu Season.
3. Diabetes Core Update.
4. Exploring Patient Trust in Healthcare Provider Influenza Vaccine Information and Recommendations in a Medically Underserved Area of Washington State.
5. Making a Strong Flu Vaccine Recommendation.
6. Flu Vaccines: Should I Get a Flu Vaccine?
7. CDC Seasonal Flu Vaccine Effectiveness Studies.
8. Flu Burden Prevented by Vaccination 2023-2024 Flu Season.
9. HEDIS^® is a registered trademark of the National Committee for Quality Assurance (NCQA).