It's up to parents to educate the children about being at the doctor's office, explaining that shots are routine and nothing to worry about. Use positive reinforcement. Tell them before hand that after the visit they will get a lollipop or prize.
The parents' anxiety is contagious. Even babies can sense when the parents are uptight. The most important part of preparing children for immunization is for parents to remain calm, reassuring and matter of fact.
When I worked in the military, I would take off the lab coat before giving a shot. I'd wear a tie with cartoon characters -- something for the children to focus on instead of the needle.
