New National Report Reveals Key Opportunities to Boost Flu Vaccination Rates in Australia

A new report from Patients Australia reveals a significant gap between intention and action when it comes to flu vaccination. Drawing on responses from more than 10,000 Australians, the findings show that while sentiment overwhelmingly supports flu vaccination, uptake remains well below intention. This highlights clear opportunities to strengthen public health messaging, clinical engagement, and vaccine accessibility during this year’s winter flu season.

The 2025 Patient Insights Report paints a complex but actionable picture of flu vaccination behaviour, knowledge, and attitudes. While nearly three-quarters of respondents say they intend to get vaccinated this year, national data shows only one in three followed through in 2024.

“Intent alone doesn’t prevent illness,” said Patients Australia CEO Lisa Robins. “This report gives us a blueprint to help more Australians follow through on their good intentions – through conversations with trusted healthcare providers, ensuring convenient access through locations like workplaces and pharmacies, and reinforcing the importance of annual vaccination with clear, evidence-based messaging.”

Key opportunities identified in the report include:

• Leveraging Trusted Health Professionals: 74% of respondents said a recommendation from a doctor or pharmacist would increase their likelihood of getting vaccinated. Proactively asking about flu vaccination and addressing concerns will be key to improving coverage - especially among people feeling ambivalent towards receiving the flu vaccination.

• Making Flu Vaccination Easy and Convenient: 69% of people say they are more likely to get vaccinated if it’s offered at convenient locations like pharmacies or workplaces. This underscores a clear opportunity to improve coverage through expanded access, workplace programs, and flexible service delivery.

• Correcting Misconceptions About Annual Vaccination:  Nearly 40% of people said having been vaccinated against the flu last year made them less likely to consider getting the flu vaccine this year. Public campaigns must reinforce that annual flu vaccination is essential due to ever-changing strains.

• Meeting patients where they’re at: Post-pandemic, more than half of patients have greater expectations of their healthcare professionals to discuss vaccine options. With greater awareness comes opportunity to further educate - clinicians have a vital role to play in addressing questions openly, guiding informed choices, and supporting vaccine confidence.

With flu strains this season already showing a strong match to the current vaccine and higher-than-usual infection rates predicted, the report urges swift action to close the gap between intent and action.

“Vaccination is one of our most effective tools to reduce preventable illness, hospitalisations and deaths,” said Ms Robins. “We now know exactly what Australians need this year to feel confident, supported, and empowered to make the choice to vaccinate. Let’s act on it.”

Dr Nick Coatsworth, Health Reform Ambassador at Patients Australia, added:

“We’re heading into a particularly active flu season – this is the biggest start to flu season we've seen. Over 96,000 Australians have already had a confirmed case by the end of May. If you haven’t had your flu shot yet, it’s not too late. Getting vaccinated now can still make a real difference, for you, and those around you. And if you’re unsure or have questions, have a chat with your GP or pharmacist – they’re there to help.”

This research was made possible with financial support from CSL Seqirus, a corporate partner of Patients Australia.

ENDS 

For more information, contact: 

Lisa Robins 

Chief Executive Officer

Patients Australia 

media@patients.org.au 

About Patients Australia 

Patients Australia is a leading independent not-for-profit organisation championing the rights of patients across Australia. We’re here to ensure that patients’ voices are amplified and their needs prioritised within the healthcare system. Our organisation drives significant improvements in patient care, advocating for greater transparency, accessibility, and quality within Australia’s healthcare landscape. By actively engaging with health consumers, policymakers, and industry stakeholders, we empower patients to create a more responsive and equitable healthcare system for all Australians.