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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

NEHA Annual Educational Conference

June 9, 2010Albuquerque, NM

OBJECTIVES

1. Identify what media venues work with different priority groups

2. Match survey data with media venues

3. Plan better for the next event

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

OBJECTIVE 1CDC’s Advisory Committee on Immunization Practices

(ACIP) listed the five priority groups to receive vaccine as follows:

Pregnant women

Household contacts and caregivers for children <6 mo

Healthcare and emergency medical services personnel

All people from 6 mo through 24 yo

Persons 25-64 with health conditions associated with higher risk of medical complications from influenza

PROBLEMWith such diverse priority groups how does one

identify what would be the most effective media to market information?

RESEARCH: Where do the different groups get their information?

Each other (word of mouth); school; internet; social media (Facebook, Twitter); TV; newspapers; billboards; church bulletins; sportsprograms; cultural events; work; theaters; shopping areas; MD/clinic offices; hospitals;transportation vehicles, gathering places.

PRIORTY GROUPS AND MEDIA (August’09)

Pregnant Women – hospitals; OB/GYN; HD programs (imms, WIC, B&C)

Household Contacts and caregivers – fliers/printed info. to daycare ctrs.

Healthcare and emergency medical services – met with our two hospitals and they will vaccinate this group

People 6 mo through 24 yo – Daycare ctrs.; HD website; Facebook; Twitter; billboards; sports programs; theaters; schools; HD clinic programs

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

PRIORTY GROUPS AND MEDIA (August’09)

Persons 25-64 with medical complications from influenza – MD office; billboards; HD website; Performing Arts program; sports bulletins; newspapers; HD Primary Care Clinic

LETTER TO PROVIDERS

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

Fliers for MD, Hospitals and HD offices

Fliers for MD, Hospitals and HD offices

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

SCHOOLS

Worked very closely with school superintendents beginning in April ‘09

Get kids immunized

Keep ill kids home

Hand washing

Stay informed – listserv for all superintendents

SCHOOLS

SCHOOLS

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

SCHOOLS

School closings

School closings

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

School closings

School closings

As of December 3, 2009

571 schools had been closed all reopened

Posters in Schools (elem)

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

Posters in Schools (middle)

Posters in Schools (HS)

SCHOOLS

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

BILLBOARDS (by schools)

People from 6 mo through 24 yo(news releases)

People from 6 mo through 24 yo(news releases)

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

Fliers for caregivers, libraries, waiting rooms and offices

Fliers for caregivers, libraries, waiting rooms and offices

Fliers for caregivers, libraries, waiting rooms and offices

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

Fliers for caregivers, libraries, waiting rooms and offices

Persons aged 25 thru 64 who have health conditions associated with higher risk of medical complications 

from influenza

BEDHD WEBSITE

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

BEDHD WEBSITE

BEDHD WEBSITE

BILLBOARDS (community)

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

BILLBOARDS (community)

NEWS RELEASES

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

SPORTS AND PREFORMING ARTS PROGRAMS (community)

SPORTS AND PREFORMING ARTS PROGRAMS (community)

TRANSPORTATION (community)

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

SHOPPING MALLS (Kiosk)

THEATERS (Community)

PLACEMAT IN RESTAURANTS(Community Dec’09)

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

NEWSPAPER  ADS (Oct/Nov’09)

NEWSPAPER  ADS (Oct/Nov’09)

NEWSPAPER  ADS (Dec ‘09‐ Feb’10)

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

NEWSPAPER ADS (Jan/Mar ‘10)

NEWSPAPER  ADS (Spring ‘10)

OBJECTIVE 2(Match survey data with media venues)

Did not accomplish

Survey questionnaire was on the back of info/signature form and was too cumbersome for people to complete in a mass clinic setting

Marketing plan was in place – hope for the best

Info nice to have but not critical to mission

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

OBJECTIVE 3(Plan Better For the Next Event)

What worked

What didn’t work

What is different

Who can we call

2009/2010 H1N1 Outreach CostType of Outreach Cost

BILLBOARDS $6,625.00

HIGH SCHOOL WINTER SPORTS(6 H.S.) 635.00

MOVIE THEATER ADS 5,330.00RADIO SPOTS/PSAs 3,624.00NEWSPAPER ADS 9,707.41MISC. OUTREACH

Bus AdPerforming Arts ProgramEaton Area Citizen Center - NewsletterLansing Mall - KioskPosters in libraries & Sports ComplexPrinted Placemats in Restaurants 2,750.00

TOTAL COST $25,047.41

Outreach was 4.6% of total PHER I, II and III budget

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Marketing Your Message – Getting H1N1 Information to the Priority GroupsCopyright © 2010

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QUESTIONS

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