A CommunityBased Immunization Education Network Health Communication Dissemination

A Community-Based Immunization Education Network: Health Communication Dissemination Involving 1, 400 Statewide Volunteers Presented by: Betsy Frazer, RN, BS (800) 760 -4550 ext. 3511 or bfrazer@alqio. sdps. org Alabama Quality Assurance Foundation (AQAF) is the Medicare Quality Improvement Organization for the State of Alabama. This material was prepared under a contract with the Centers for Medicare & Medicaid Services (CMS), a federal agency of the U. S. Department of Health and Human Services. Contents do not necessarily represent CMS policy 7 SOW-AL-IMM-0501

Alabama Overview • 4. 5 million residents • 730, 000 Medicare beneficiaries approximately • 1, 200 flu & pneumonia deaths/yr • 90% are age 65 and over

Research / Background contd… Campaign based on: • Pink Book from CDC - successful strategy • QIO interviews • Alaska – relative improvement - pneumonia vaccination • Minnesota – pneumonia vaccination - flu vaccination

Research / Background contd… TN QIO literature search -“Effectiveness of Intervention Strategies”. Most Effective Multiple Interventions Academic Detailing - Opinion Leaders Reminders Audit & Feedback Interactive Education Administrative Interventions CME-Didactics-Direct Mailings Least Effective

Research / Background Campaign based on: • Marketing truth: A simple message repeated over time by credible sources will help change behavior. • “Needs assessment” data collection form

“IZ Alabama Covered? ” Flu & Pneumonia Prevention Campaign

Information Dissemination (Sharing the message) contd… • 1 st - Sent out letter to community partners • 1 st speaking invitation: • Attention getter - Compared flu/pneumo deaths to tornadoes in AL • Little known facts shared got buy-in • Spent time answering questions/issues • Closed with invitation to join

Information Dissemination (Sharing the message) contd… • Each group shared contact information for another group they cared about • Opportunities to speak grew by “word of mouth” • Waiting Room Puzzles assist in message delivery

Information Dissemination (Sharing the message) • Campaign = “Value Word” • • • Promoted “worthy” cause Created energy & mystery Received community-leader buy in Enjoyed mass media - started by the volunteers Self-limited membership Self-defining activity

My Job… • • • Speaker Match Maker Press Release writer & sender Served as Director of Volunteers by phone Mail Certificates of Appreciation

Campaign Membership • Assisted Living Facilities • Business • Community IZ Providers • Community Coalitions • Educators • Home Health Agencies • Hospitals • Individuals • Nurses • Pharmacists • Physicians • Politicians • Public Health

Campaign Activity Summary contd… • 120 face-to-face presentations • 1, 400 volunteers involved in 49 of Alabama’s 67 counties • 240, 000 Medicare card covers & educational materials disseminated • Media Coverage, featured in: • 34 print articles • 21 broadcasts • 5. 1 million combined audience

Campaign Activity Summary • Multiple calls with request for more information • Replication of campaign (CT, WV, TN, MD, MS, ME, TX, Baltimore City) • National Attention through • Immunization Action Coalition article • NPI - (Izzie goes to Washington - 7/04)

Flu Shots – Results Comparing 2002 to 2003 • 66% increased flu shots given in flu clinics (According to data given by Maxim, Flu Central & AL Dept of Health) • 88, 500 more flu shots given statewide at in flu clinics

Campaign results – after approx. 4 months into effort

Flu Vaccination CMS Results 2001 compared to 2003 • National improvement: 3. 9% (from 69. 78% to 72. 54%) • Alabama improvement: 6. 1% (from 67. 44 % to 71. 58 %)

Pneumonia Vaccination CMS Results 2001 compared to 2003 • National: 2. 7% improvement (from 64. 17% to 65. 93%) • Alabama: 6. 0% improvement (from 59. 83 % to 63. 44%)

Campaign Next Step: • Pilot for 10 Volunteer Departments: • • Hospitals Home Healthcare agencies Skilled Nursing Facilities Assisted Living Facilities • CMS working on production & nationwide dissemination

Thank you! Questions ? ? ? Betsy Frazer, RN, BS (800) 760 -4550 ext 3511 Bfrazer@alqio. sdps. org