20052006 NIP Influenza Vaccine Communications Plan

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2005-2006NIPInfluenza Vaccine Communications
Plan

• Kari Sapsis, MPH
• Campaign Manager
• NIP Office of Health Communication
• October 11, 2005

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Proposed ACIP Priority Groups for Influenza
Vaccination, 2005-06
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Objectives

• Through materials and media stories, motivate
  people to receive timely influenza immunization
  (and thereby increase the immunization rates and
  decrease death and illness from influenza).
• Through additional targeting, increase awareness
  of influenza immunization recommendations and
  benefits among African American and Hispanic
  Americans (and thereby increase immunization
  rates and reduce racial disparities).
• Provide healthcare providers with influenza
  immunization resources that facilitate their
  efforts (and encourage their vaccination).

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Three Phases of the Campaign

• Phase Ithrough October 24
• Focus messages on Tier 1 audiences
• Phase II
• Expand messages to target other tiers
• Phase III
• Promote late season vaccination if supplies are
  still good and if disease has not peaked

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Target AudiencesPhase I

• High risk individuals
• All adults age 65 or older
• Pregnant women
• Anyone age 2 to 64 with a chronic condition
• Parents of children ages 6 months to 23 months
• Household contacts of children lt 6 months old
• Healthcare providers
• African Americans and Hispanics in the groups
  listed above

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Target Audiences-Phase II

• All Tier I audiences
• Household contacts of individuals who are at
  higher risk for complications from influenza
• Healthy people age 5-49 including HCPs (Nasal
  Spray Vaccine)
• General audience if supplies allow

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Target Audiences-Phase III

• Anyone who has not yet gotten vaccinated
• Focus on those in recommended groups

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Key Messages

• Who should get vaccinated first
• Influenza is a serious disease
• Influenza related deaths average 36,000 per year
  and hospitalizations average 200,000 per year
• Getting an influenza vaccination every year is
  your best protection
• Your flu vaccination helps protect others
• October and November are the best months to get
  vaccinated however, vaccination in December or
  later still provides considerable protection

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Call to Action

• Get immunized.
• If you have questions, or want more information ,
  as your healthcare provider.

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Logo and Slogan
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Campaign Core Elements

• Web Content
• Media Outreach
• Media Activities
• Print Campaign
• Partnerships
• Education and Outreach to Clinicians
• Communications Research

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Web

• NIP and NCID are collaborating on the influenza
  website
• Education materials for the public and providers
  are available for download from the CDC flu
  website
• www.cdc.gov/flu
• Flu Gallery www.cdc.gov/flu/gallery

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Web II

• Qs and As and fact sheets for the public and
  providers
• MMWR articles
• Key Guidance from ACIP
• Weekly flu activity report
• Influenza Bulletin
• Webcast trainings for health care providers

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Broadcast

• For the Public (via the media)
• Video news releases and audio news releases
  featuring CDC influenza experts
• B-roll
• Radio TV ad/public service announcements
• African Americans and Hispanics age 65 or older
• Radio Tours
• Media Teleconferences linked with MMWR articles
• Participation in NFID press conference in
  September and in other media opportunities

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Print Materials

• For Public/Patients (primarily via healthcare
  providers and CDC website)
• Flyers
• Posters
• Brochures
• Buttons and stickers
• Matte articles (which are widely used by medium
  and small newspapers)

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Print Materials, continued

• Targeting Healthcare Providers
• Articles in professional society
  journals/newsletters
• Collaboration with CMS
• Print advertisements
• Posters for allied health professionals

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Posters Promoting HCW Vaccination
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Posters Targeting People with Chronic Health
Conditions
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Posters Targeting Seniors
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Materials for Parents
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Materials for People at High Risk of
Complications
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Materials for Pregnant Women
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Distribution of Materials

• The public (e.g., patient education materials)
• Print Materials will be distributed through
• health departments
• Health care providers
• CDC website
• National Partner Organizations
• Broadcast materials will be put up on satellite
  feed, promoted nationally, and promoted to media
  in local markets

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Market Research

• Telephone survey of the public about general
  influenza knowledge, beliefs and behaviors (4th
  year)
• Telephone survey with 50 to 64 YOs who have HR
  conditions and 65 to 75 YOs to explore how last
  seasons shortage and media stories/messages
  affected their attitudes about the efficacy and
  safety of the vaccine
• Focus groups with 50-64 year olds who have high
  risk conditions to
• Explore beliefs and misconceptions
• Test materials and messages

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Market Research II

• Focus groups with 50-64 year old high risk people
  and 65 to 70 year olds who believe they will get
  sick from the shot to
• explore what they think of the studies that came
  out last year (if anything) and
• what it would take for them to get vaccinated
  (evidence or benefits)
• In-depth interviews with nurses to test materials
  and messages (part 2 of study)

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Shortage/Delay Scenario

• Guiding Principles
• Promote use of vaccine to those at highest risk
  of complications (as per ACIP)
• Encourage people who are not at high risk of
  complications to defer vaccination until October
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• Encourage people to get vaccinated in December
  and beyond

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Strategies for Other Scenarios Exist

• Severe shortage (use of IND vaccine)
• Severe influenza season
• Late season vaccination promotion
• Promoting vaccination in December and beyond, if
  supplies of vaccine are good

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CDCs Actions in Case of a Severe Shortage or
Severe Delay

• Activation of CDCs Emergency Communication
  System
• Amend key messages to reflect a tiered approach
  to vaccination priority
• Print materials
• Web
• Media
• Partner Outreach