The psychology of flu: Why we delay health decisions (and how to change that)

Every year, organisations invest time and money into workplace flu vaccination programmes, yet one of the biggest challenges is not arranging the clinic itself… it’s encouraging employees to book.

Most understand the benefits of vaccination and intend to have it, yet many still put it off until later. Not because they don’t care about their health and not because they are opposed to vaccination. More often it’s simply because other priorities get in the way.

Meetings take over. Deadlines move up the agenda. Business travel appears. The weeks pass quickly and before long, flu season has arrived.

In many ways, that’s the psychology of flu. We know it’s important, we intend to do something about it, but we don’t always do it today.

Why good intentions don’t always lead to action
The challenge with preventative healthcare is that it asks people to act before they feel they need to.

Unlike booking a doctor’s appointment when you’re unwell, a flu vaccination is about reducing future risk. The benefits are not always immediately visible, which means it can be easy for employees to push the decision further down their to-do list.

For employers, this creates a common problem. A workplace flu vaccination programme may be available, convenient and fully funded, but participation is often lower than expected because employees never quite get around to booking.

Why uptake matters
The success of a workplace flu vaccination programme is not measured by how many vaccines are available but by how many employees choose to receive them.

When participation is low, businesses remain vulnerable to the same winter challenges they were hoping to avoid. Increased sickness absence can place pressure on teams, slow projects and create disruption during what is often one of the busiest periods of the year.

For many organisations, workplace flu vaccination is not just about supporting employee wellbeing. It is also about protecting productivity, reducing disruption and helping teams perform at their best throughout the winter months.

The importance of communication
Research continues to show that communication plays an important role in vaccination uptake.

A 2024 systematic review examining adult vaccination programmes found that communication-based strategies, including education, reminders and personalised messaging, consistently helped improve uptake and reduce vaccine hesitancy.

The findings reinforce something we see regularly in practice: making vaccinations available is only part of the solution. Employees also need clear information, simple booking processes and timely reminders.

The easier the process feels, the more likely people are to take action.

What employers can do
The organisations that achieve the highest participation rates tend to focus on removing friction wherever possible.

A few simple steps can make a significant difference:

• Launch communications early
• Use clear, straightforward messaging
• Answer common employee questions
• Make booking quick and accessible
• Use QR codes where appropriate
• Send reminders closer to clinic dates
• Encourage managers and leaders to lead by example

None of these actions are complicated, but together they can help turn good intentions into action.

Staying ahead this winter
A successful workplace flu vaccination programme is about more than just offering vaccines. It’s about making it easy for busy employees to prioritise their health before flu season arrives.

At Fleet Street Clinic, we work with organisations across the UK to deliver workplace flu vaccination programmes that are simple, convenient and designed to maximise employee engagement.

Because when it comes to flu, staying ahead is always easier than catching up.

Let’s make this the year your team gets protected and informed. Book your workplace flu clinic today or get in touch to learn how we can support your campaign. 

Source:
Kafadar et al. (2024). Communication-based interventions and adult vaccination uptake – https://www.sciencedirect.com/science/article/pii/S0264410X24007333