The morbidity and mortality associated with rotavirus gastroenteritis are significant. Despite the past safety concerns with RotaShield, many physicians believed the need for rotavirus vaccination remains. Although most physicians were not aware of specific rotavirus gastroenteritis disease burden statistics, they perceive rotavirus gastroenteritis to pose a serious risk for children for which a vaccine would be beneficial. Proof of safety and efficacy, an ACIP/AAP/AAFP recommendation, and private insurance coverage/reimbursement were critical features that would allow physicians to overcome barriers to the adoption of a new rotavirus vaccine.