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Workgroup 4 “Instigators” of Community Awareness, Promotion, and Demand. Draft Recommendations August 23, 2006 IKK Steering Committee Meeting. Revised Strategy Statement.

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Workgroup 4 “Instigators” of Community Awareness, Promotion, and Demand

Draft Recommendations

August 23, 2006

IKK Steering Committee Meeting


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Revised Strategy Statement

Increase community awareness, promotion of, and demand for a system that delivers and sustains timely, age-appropriate immunizations.


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Rationale for the Strategy

  • Consumers need to know:

    . Why - consistent message of importance/need

    . When - immunization schedule

    . How - working with system to get what is needed

  • System needs to be unified/less disjointed

    . Need common language among providers/agencies

    . Utilize the same immunization schedule

    * Done at policy level (legislators, agency heads, etc.)


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Assets

  • Strategy fits well with current KS interest/efforts

    . Policy people, funders, others support topic

    . Kansas already focuses on kids

  • Media options available + Compelling case to make

    . Internal/external expertise available

    . Need for immunizations will always exist

  • Connectivity of state – circle of influence

    . Collaboration in KS already pretty good - will help

    needed parties talk, get on same page, coordinate

    efforts


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Challenges

  • People are complaisant and/or resistant

    . Risk for not getting immunized is not evident

    . Mixed messages/misinformation have caused problems

    . Religious beliefs, cultural barriers

  • System is disjointed; limited motivation to change

    . Lack of common language

    . Funding/criteria is complicated and misunderstood

  • Opportunities are missed or not available

    . Inappropriate contraindications

    . Missed opportunities


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Recommended Action Steps

Step 1. Media Campaign.

Carry out a multi-pronged media campaign

that provides an accurate message about immunizations to parents/guardians,

caregivers, and children.

* Particular focus = larger families, people traditionally

hesitant about immunizations.


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Step 1 – cont’d.

  • Examples of Things to Do

  • Engage multiple forms of media (e.g., TV, radio,

  • newspaper)

  • Use ad agency to produce consistent message

  • and reach target audience

  • Run public service announcements on radio and TV

  • Place information in family magazines, both local

  • and state-wide

  • Advertise on billboards and busses

  • Use brochures with limited text and photos of children

  • with vaccine-preventable diseases


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Step 1 – cont’d.

  • Examples – cont’d.

  • Circulate info where people go (e.g., churches, stores,

  • fairs, ERs, child care centers, doctors’ offices)

  • Place stuffers in Medicaid payments and/or utility bills

  • Use IKK website & KDHE website for two separate

  • functions - IKK to provide information for the media

  • (e.g., vaccination rates), KDHE to provide info to

  • families

  • Get appropriate agencies to put KDHE & IKK website

  • links on their own websites

  • Use several languages to get to most cultural groups


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Recommended Action Steps – cont’d.

Step 2. Groundwork for Unified System

Begin to lay groundwork for unity among immunization players - get them on same page about immunization activities by establishing common language, common messages, and common goals.


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Step 2.– cont’d.

  • Bring needed players/organizations to table to “get on same page”

    . Consistent language

    . Some consistent goals for improvement

    . Consistent immunization message to public

  • Strengthen relationship b/w physicians & LHDs

    . Set up one-to-one relationship b/w doctor & LHD

    . Educate physicians on process of immunization

    and role of LHDs


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Step 2 – cont’d.

  • Find champions

    . Spokesperson or team of spokespeople

    who are recognizable by region

    . Spokesperson and message would

    vary based on target group


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Recommended Action Steps – cont’d.

Step 3. Creating Demand

Educate parents on how to ask for and obtain immunizations in order to create an improved and more efficient immunization system.


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Step 3 – cont’d.

Step 3a. Educate parents on how to get

immunizations

. Why important

. Benefits to kids & working parents

. Correct misinformation

. Recommended schedule

. Who in their community provides & available hours

. Cost and options for financial coverage

. Wallet-size checklist of questions to ask at doctor visits


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Step 3 – cont’d.

  • Step 3b. Engage businesses/organizations

  • in prompting immunizations

  • Recruit groups to spread word/distribute materials:

  • . Child care and education groups

  • . Health providers

  • . Businesses

  • Encourage & provide “how to” ideas to employers on

  • providing incentive to workers for getting kids

  • immunized

  • . Exclude kids not immunized from entering programs


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Step 3 – cont’d.

Step 3c. Prompt parents & physicians to ask

about immunizations

. Posters in physician and other health care offices

. Immunization schedule on walls at pharmacies

. Immunization schedule on doctor charts

. Visual reminder (e.g., immunization bee) on physician

charts

. “Ask me if you’re up to date” buttons for providers

. Refrigerator magnets w/ schedule for parents


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Resources

  • Media/ad agencies/funding

  • Interpreters/ translators

  • Consistent message

  • Strict exclusion policies

  • Spokespersons



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