Communication and science are two sides of the same coin, and when it comes to addressing public health problems (such as the misinformation crisis surrounding vaccines) it is not enough for each to do their own work. It is necessary for scientists to learn to communicate and for communicators to learn to understand and responsibly communicate science.
In this regard, the Leaderlix editorial team had the opportunity to interview Dr. Enrique Chacón Cruz, a specialist in Pediatric Infectious Diseases and Vaccinology, as well as a Researcher, with training in Mexico, the USA, and Italy.
Currently, he is the CEO and founder of "Think Vaccines LLC", a company dedicated to research, consulting, and educational services in the field of vaccines. Previously, he was head of the Department of Pediatric Infectious Diseases at Tijuana General Hospital, Baja California, Mexico.
Learning to communicate science with emotion without losing credibility is a key direction that all those responsible for health marketing should take very seriously. If you are looking for how to do it effectively you can download our free eBook: Rockstars of Storytelling. Download it for free here.
Dr. Chacon-Cruz holds a Master's degree in Vaccinology and Drug Development from the University of Siena, Italy. Additionally, he is an independent researcher, advisor, and speaker, passionate about leading research on vaccine-preventable diseases and other infectious diseases.
His distinguished career includes more than 130 works on ResearchGate, more than 40 publications on PubMed, and more than 100 scientific presentations.
Tell us about yourself and your career
I am Enrique Chacón Cruz, Mexican born in Mexicali. From a young age I left there and studied medicine and pediatrics in Guadalajara. Later, I specialized in pediatric infectology in Mexico City.
Then I did a postdoctoral fellowship in research and infectious diseases in Virginia, United States, where I spent almost four years.
Subsequently, I lived for more than 20 years in Tijuana, where I was head of the pediatric infectology service at Tijuana General Hospital.
During that time, I conducted extensive research on vaccine-preventable diseases, actively monitoring diseases such as meningococcus and varicella, pneumococcus, meningitis, pleural empyemas, HIV, among several others, and collaborated with the University of California in San Diego.
In 2019, I obtained a Master's degree in Vaccinology and Drug Development from the University of Siena, Italy.
With the arrival of the pandemic, my proportion of time dedicated to vaccine research grew significantly.
Currently, I have been in Houston for two years and have my own consulting practice in vaccines, research, and education, dedicating myself exclusively to this field.
A year ago, together with my Argentine friend Javier Casellas, we co-founded a newsletter about vaccines called "Vaccines Beat", which addresses various aspects of the topic comprehensively. This project arose from the need to combat misinformation both among health professionals and the general population.
The global phenomenon of medical misinformation about vaccines
Misinformation has several faces: there are fanatical anti-vaccine and anti-science groups, with whom it is almost impossible to reason.
My main focus is on those who doubt, called "hesitants". In the United States, indecision often arises from distrust in the ethics of science.
In Mexico, initially, it was more due to lack of knowledge. However, the pandemic has homogenized these doubts. People now have access to both information and misinformation, and hesitant populations are increasingly alike.
What would be the "vaccine" or treatment to combat misinformation?
The solution lies in two areas: communication and education. Anti-science groups play with emotions, something doctors are not trained in.
We need to work with psychologists and communicators who know how to handle emotions and convey information effectively.
It is also crucial to teach doctors to communicate better and communicators to understand the science behind vaccines.
For example, Andrew Wakefield, a British pediatric gastroenterologist, published a false study linking the measles vaccine to autism, which was completely debunked.
However, his ability to use emotions to convince people has had a lasting impact. Doctors, on the other hand, often rely on data and statistics that do not always resonate emotionally with the public.
We need to learn to communicate this data in a way that also touches the emotions of people.
The role of artificial intelligence in fighting misinformation
Artificial intelligence can be a powerful tool for both promoting and combating misinformation.
It can generate false content quickly, but it can also help interpret complex data and make it accessible to the general population. The key will be to use these tools responsibly and educate people so they know how to discern between truthful and false information.
Currently, there are many more anti-vaccine and anti-science websites than pro-vaccine ones. Artificial intelligence can help balance this by providing quick and understandable access to accurate scientific information.
For example, tools like GPT can help interpret complex scientific articles and present them in a way that is understandable for the general public and doctors who are not specialized in data interpretation.
Avian influenza: A threat at the door
Avian influenza is one of the greatest current threats. It is a virus that spreads from birds to humans and has a high mortality rate, although it does not yet spread easily between humans. If it mutated to do so, it could cause a devastating pandemic.
It is essential to prepare ourselves, and that includes genetic and molecular surveillance of virus mutations. Industry must play a crucial role in vaccine manufacturing and effective communication to build public trust.
Avian influenza has infected about 2,000 people in history, but it has a 50% mortality rate. If this virus mutated to spread efficiently between humans, it could cause a pandemic much worse than COVID-19.
It is crucial that nations strengthen their health and molecular active surveillance systems and vaccine manufacturing capabilities to be prepared for a possible avian influenza pandemic.
What can be done to improve awareness of medical information about vaccines?
"Vaccines Beat" is a newsletter focused on offering a comprehensive view of vaccines. Together with Javier Casellas and with the support of Americas Health Foundation, we seek to provide truthful and up-to-date information about vaccination. This newsletter includes interviews with experts, editorial articles, best practices, recent scientific publications, and news about vaccine-preventable diseases. Our goal is to fill the gap of reliable information about vaccines and counteract misinformation.
In the newsletter, we also include an editorial section where we express our views on current vaccination topics. Additionally, we offer a section called "Best Practice", where we provide practical recommendations on vaccination and the management of vaccine-preventable diseases. We also summarize the most recent and relevant scientific publications in the field of vaccinology. This project aims primarily to provide accurate, up-to-date, and accessible information for everyone, from health professionals to the general public.
How do you combat misinformation?
"Think Vaccines" is my consulting firm in Houston, where I advise on vaccine research and communication.
My goal is to support both industry and governments in promoting vaccination and fighting misinformation.
We work in areas such as pharmacovigilance, regulation, and education in vaccinology. Our mission is to generate trust and credibility in the development and implementation of vaccines, ensuring that they are done ethically and effectively.
At "Think Vaccines", we also offer training courses in vaccinology, both online and in-person.
These courses cover a variety of topics, from vaccine manufacturing and regulation to pharmacoeconomics and pharmacovigilance.
We have worked with various organizations around the world, including projects in India, Uganda, and other emerging countries, where we provide support and training to improve the implementation and acceptance of vaccination programs.
How to Communicate Science with Emotion to Combat Medical Misinformation
Worldwide, and especially in Latin America, health professionals receive little or no training in communication as part of their professional education.
Step 1: Know your audience
Understanding who you are addressing is essential to communicate science effectively. It is fundamental to know what their concerns, fears, and doubts are.
Investigate their prior knowledge level on the subject and adapt your message so it resonates with them. Consider the cultural and socioeconomic context of your audience, as well as their values and beliefs.
By understanding your audience better, you will be able to formulate a message that not only informs but also connects emotionally.
Step 2: Visualize the stories behind the statistics
Statistics and scientific data can seem cold and abstract to many people. Humanize these numbers by telling the personal stories behind them.
Share real cases of patients who have benefited from vaccination and other medical treatments. These stories help people see the tangible impact of science on real life.
Data visualization through graphs and figures can also help, but always with a focus on how this data translates into real improvements in health and well-being.
One of the most emblematic TED Talks for understanding how to humanize data is Insights on HIV, in stunning data visuals by Hans Rosling:
Step 3: Learn the Art of Storytelling
Storytelling is a powerful tool to capture attention and move your audience. Learn to build narratives that not only inform but also inspire and motivate.
Good storytelling involves creating characters that the audience can identify with, developing a plot that maintains interest, and offering a clear and meaningful message.
Use anecdotes and examples that illustrate your points vividly and memorably.
Well-told stories can make scientific information more accessible and relevant.
Step 4: Simplify Scientific Information
Science can be complex and difficult to understand for those unfamiliar with it.
It is crucial to translate technical terms and complex data into accessible and easy-to-understand language. Use analogies and everyday examples to explain scientific concepts.
For example, instead of talking about "monoclonal antibodies", you could explain that these are "special proteins designed to fight specific diseases, like highly trained soldiers".
Simplification does not mean losing precision, but rather making the information more understandable and appealing.
Depending on whether you are giving a specialized presentation in front of a highly educated audience, or if you are presenting in the media to a more diverse audience, it is important that you prepare your strategy always keeping your audience in mind.
Step 5: Work on your non-verbal communication
Non-verbal communication, which includes body language, facial expressions, and tone of voice, plays a crucial role in how your message is perceived.
Make sure to maintain eye contact, use open gestures, and maintain a confident and approachable posture.
Your tone of voice should be clear and modulated to maintain your audience's interest and convey sincerity and enthusiasm.
Empathy and warmth in your non-verbal communication can help build trust and make your audience feel more comfortable and receptive to your message.
In summary, communicating science with emotion should be a priority for all those responsible for disseminating specialized messages, and at the same time it is a skillset that we can all develop.
If you need help exploring these ideas with your team of communicators we invite you to have an exploratory call and talk about your projects. It will be a pleasure to talk with you and evaluate together if we are a good fit.