This presentation will describe how vaccine hesitancy is a public health concern with important socioeconomic consequences. We will review the most common reasons for parental vaccine refusal in pediatric practices and the AAP policy statement in vaccine hesitancy. We will also discuss proven successful communication strategies to be used by providers to conduct in their practice confident conversations with vaccine hesitant parents. Additionally, common parental specific concerns about vaccination such as “too much too soon”, alternative vaccination schedules, and risk of natural immunity vs. vaccination will be identified. Finally, we will emphasize the importance of maintaining routine immunization practices in the era of COVID-19 and possible challenges generated by the pandemic.