Table 3 Consistently emerging themes from the provider interviews and the consumer focus groups – Sunnyvale, CA and Kansas City, MO.

Provider interviews:

• All physicians were familiar with Rotashield.

• Vaccine regarded as having an excellent safety and efficacy profile.

• Providers accurately predicted parental perception of vaccine safety and efficacy.

• Physicians likely to use RotaTeq if recommended by the Advisory Committee on Immunization Practices (ACIP).

• CDC's Vaccine Information Sheet noted to be accurate and useful for parents.

• All physicians reported a consistent treatment algorithm for diarrhea.

• Expressed interest in post-licensure safety and effectiveness data.

Consumer focus groups:

• Overall, rotavirus disease was not perceived to be a high-priority childhood health issue.

• Vaccine found to be acceptable and perceived in a positive light

• Vaccine concerns included: administration of a live-virus, "newness" of the vaccine, potential for adverse events, and narrow window of opportunity to vaccinate.

• Noted desire for more information with regard to rotavirus disease and vaccines.

• 16% of the consumers claimed that their child would "definitely not get" the vaccine.

• Physician's recommendation to vaccinate their child would be persuasive.