Last week was National Influenza Vaccination Week (NIVW), and it is an important reminder that flu prevention is a community effort. While clinical trials remain the gold standard for demonstrating vaccine efficacy, the true measure of a vaccine’s value comes from its performance in everyday settings. This is where real-world data (RWD) proves essential, providing insights that bridge the gap between controlled environments and the unique challenges of real-life healthcare.
Across the U.S., MarketScan® Research Databases are among the most respected RWD resources available. MarketScan, a Truven data solution, offers longitudinal, fully adjudicated health insurance claims data covering millions of lives. With this, pharmaceutical companies and public health leaders gain a reliable, population-level perspective on vaccination uptake, effectiveness, and outcomes across diverse patient groups. This evidence-driven approach informs more effective, targeted public health strategies—key to advancing vaccination goals.
Building trust and overcoming barriers with real-world data
Despite major progress, vaccination efforts in the U.S. face persistent hurdles, including misinformation, accessibility, and coverage gaps. Recent years have seen an erosion of public trust in vaccines, fueled by myths and misinformation—especially on social media. For instance, the national measles, mumps, and rubella (MMR) vaccination rate among kindergarteners dropped from roughly 95% before the COVID-19 pandemic to just 92.5% in the 2024–2025 school year. The Centers for Disease Control and Prevention (CDC) recorded more measles cases in early 2025 than in any year since 1992. Parental confidence in childhood vaccines has followed a similar downward trend, with the share of parents who believe vaccines are “very important” falling from 94% in 2001 to just 69% in 2024.
Addressing these challenges requires more than just data—it demands greater engagement and trust. Barriers such as cost, lack of transportation, insufficient paid leave, and a shortage of healthcare providers especially affect underserved communities in rural areas. RWD is uniquely positioned to pinpoint these challenges by highlighting disparities in access and vaccination rates, empowering policymakers, providers, and public health organizations to develop strategies that address both logistical and perceptual barriers.
Leveraging real-world data to inform outreach and safety
RWD does more than illustrate where gaps exist—it enables action. By mining health records, insurance claims, and public health data, organizations can monitor vaccine safety and effectiveness far beyond what’s possible in clinical trials. During the COVID-19 vaccine rollout, robust RWD frameworks quickly identified trends in rare adverse events, guiding public health decisions and building transparency among at-risk groups. For example, RWD-driven surveillance was vital in detecting and responding to the slight increase in Guillain-Barré Syndrome following the Janssen COVID-19 vaccine.
These capabilities extend to a broad spectrum of vaccines, including influenza. With RWD, public health agencies analyze immunization data in real time, enabling swift responses to localized outbreaks and supporting targeted “catch-up” campaigns where vaccine uptake may have faltered.
Identifying at-risk populations with RWD
A key function of RWD lies in identifying and understanding vulnerable patient populations that may require specialized prevention strategies. For example, individuals with weakened immune systems face a heightened risk of severe complications from influenza. Knowing the prevalence and impact of these conditions is essential for planning truly effective, inclusive outreach.
A CDC-led study using MarketScan data from over 47 million enrollees between 2012 and 2017 delivered clear insights: nearly one-third of patients hospitalized with acute respiratory illness and flu had an immunosuppressive condition. This highlights the urgent need for targeted vaccination campaigns and enhanced prevention for these groups. Through the use of MarketScan data, researchers can quantify risk and provide a fact-based rationale for prioritizing immunocompromised individuals when designing vaccine programs.
Evaluating vaccine effectiveness in specific groups
Vaccine performance often varies in groups with complex health needs. RWD delivers the evidence needed to understand these differences and inform next-generation vaccine development. For example, in the previous study, researchers found that influenza vaccine effectiveness was significantly lower among cancer patients—averaging 20% versus 42% in the general population. These findings reveal critical gaps in protection and make a compelling case for new vaccine solutions tailored to high-risk groups.
Tracking vaccination trends to close coverage gaps
Achieving strong, equitable flu vaccination rates remains a top priority. MarketScan data, reinforced by broader RWD, tracks how vaccination rates change across age, geography, insurance, and other demographics. By highlighting where gaps exist—such as among younger adults or those with limited access to care—public health leaders can direct outreach and educational efforts where they’re needed most.
The added value of RWD is its power to guide smart, responsive interventions. As vaccination hesitancy and misinformation challenge established gains, healthcare organizations that leverage timely, accurate data are better prepared to build trust and reassure the public with transparent, evidence-based communication.
Paving the way for a healthier future
RWD, especially from sources like MarketScan, is reshaping how we approach flu prevention and vaccine outreach. It equips providers, payers, public health leaders, and pharmaceutical companies with the knowledge to make proactive, informed decisions:
- Providers can identify and prioritize patients most at risk of complications and tailor care accordingly.
- Payers can assess the true value and cost-effectiveness of vaccination programs.
- Public health leaders can design equitable, data-driven campaigns that reach underserved communities.
- Pharmaceutical developers can use these insights to innovate and address unmet needs in vulnerable populations.
As we look to the future, the message is clear: data does more than quantify—it drives meaningful action to protect our communities. By integrating real-world evidence and maintaining a collaborative, transparent approach, we can navigate ongoing challenges, reduce health disparities, and build public trust in vaccines—ensuring a healthier tomorrow for all.
Connect with MarketScan today to see how we can help in your research process.
