This year's flu season is an example of how words and messages matter. While the media focuses on the vaccine's low effectiveness (10%), some are trying to explain risk reduction, which is a much more encouraging statistic. Getting vaccinated - even in mismatched years - lowers your risk of flu illness by 40-60%. 

I predict you'll see a lot more about risk reduction for the next season. And the word "vaccine." 

The current perception is that vaccines prevent diseases, like polio and mumps and measles. But what if they aren't 100% effective? What if they boost your immune response against disease but don't guarantee it? 

What word(s) would you use? "Immunity booster?" I would love to hear your thoughts.