The measles comeback—how pharmacists can help close the confidence gap

When we think of measles, most of us assume it's a disease of the past—a distant and vaccine-conquered threat. But think again. Measles is making a comeback. Since last October, over 1,400 cases have been reported in Ontario alone—the highest number since the disease was declared eliminated in Canada back in 1998. That official elimination status could be gone by fall. Other provinces, including Quebec, Manitoba, and Alberta, are also grappling with outbreaks, driven by under vaccinated communities and international travel. Just last year, Ontario saw its first measles-related death in over a decade: a stark reminder that this highly contagious virus and this vaccine-preventable illness is far from defeated.So why is this happening when we have a safe, highly effective, and publicly funded vaccine available to all Canadians? The problem lies in the gaps. Despite generally high vaccination rates, there are still pockets of unvaccinated or under-vaccinated individuals. In Ontario, over 95% of recent measles cases among children and teens were in those who hadn’t been vaccinated. Given that measles can linger in the air and on surfaces for hours—infecting up to 90% of unvaccinated people exposed to it—these gaps are a serious weak spot in our public health defenses. Globally, the picture isn’t much better, with cases surging in many countries and the risk of travel-related spread growing. This is where pharmacists can step up as critical allies in the fight against this resurgent virus. Even where they can’t administer the measles, mumps, and rubella (MMR) vaccine directly, pharmacists can still make a significant impact by keeping vaccination top of mind in every patient interaction. Here’s how:In most provinces, pharmacists have the authority to administer measles, mumps and rubella (MMR) vaccine, although the eligible age ranges they can vaccinate vary by province. Publicly funded MMR vaccines are often only accessible through primary care providers or public health units, limiting the role of pharmacies in broader vaccination efforts. We need to address the range of barriers across the country that limit broad vaccination access, including this one. However, despite these challenges, pharmacists remain vital allies against the resurgence of measles, leveraging their accessibility and trusted life-long relationships to boost vaccine confidence and uptake.Here are some ways pharmacists can make a significant impact by keeping vaccination top of mind in daily patient interactions.Make vaccination conversations routine. Just like medication related questions and reviews, pharmacists should ask about immunizations during routine visits. A quick “Are you up to date on your vaccines?” can spark important conversations and prompt action.Spot the gaps and act. Pharmacists can flag at-risk patients, like adults born after 1970 who might not be fully protected. This is particularly important for people planning to travel, those working in healthcare or education, or patients with young children who might not yet be fully vaccinated.Be a trusted vaccine advocate. Pharmacists are often the first entry into health care for Canadians, trusted and accessible for health and health prevention advice. Harness that trust to build vaccine confidence, , correct misinformation, and reinforce the importance of routine immunization. Plant the seed, have quick bite sized conversations and have them often. The evidence tells us that your engagement and and your recommendation can significantly impact a patient’s decision to get vaccinated.Educate the community. In areas experiencing outbreaks, pharmacists can be key community educators, providing accurate, timely information about measles symptoms, prevention, and local vaccination clinics. They can also use their connections with local public health units to stay informed and share updates with patients.We may be losing some battles against measles, but we haven’t lost the war. As frontline healthcare professionals, pharmacists can play a major role in keeping their communities safe from measles. By making vaccine status checks a routine part of patient care, encouraging vaccination where appropriate, and being a reliable source of health information, pharmacists can help prevent the spread of this highly contagious disease—one conversation at a time. Read: Canada could lose its measles elimination status if spread lingers, PHAC advisor says

The measles comeback—how pharmacists can help close the confidence gap

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