Innovative Strategies to Promote Adult Immunizations National Immunization Conference CDC/NIP March 2003 Chicago, IL R. Clinton Crews, MPH Center for Pediatric Research Norfolk, VA

Objective To highlight innovative strategies to promote adult immunizations. R. Clinton Crews, MPH Center for Pediatric Research

Background Each year in the United States, up to 60,000 adults die from vaccine-preventable diseases or their complications Most adults realize that immunizations play an important role in keeping infants and children healthy, however, many are unaware that readily available vaccines offer a safe and cost-effective way of to prevent serious illness and death among adults R. Clinton Crews, MPH Center for Pediatric Research

Adult Immunization Initiatives The National Medical Association: Strategy: “Immunization - A Family Affair” is a physician educational program focused on increasing adult immunization rates and decreasing disparities in the African American community Outcome: Eleven interactive training sessions targeting minority health care providers were conducted during year 2000 R. Clinton Crews, MPH Center for Pediatric Research

Adult Immunization Initiatives Rhode Island Department of Health: Strategy: The Ocean State Adult Immunization Coalition (capacity and partnership building) Outcome: In two years, increased the adult immunization rate to 76% and its national ranking to number one R. Clinton Crews, MPH Center for Pediatric Research

Comparative Influenza Vaccination Rates (65+) for New England 1995 - 1999 Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control and Prevention Prepared by Rhode Island Department of Health, Division of Disease Control and Prevention, February, 2002 R. Clinton Crews, MPH Center for Pediatric Research

Project Immunize Virginia Adult Immunization Initiatives Wellness Baskets Spokesperson Strategic Partnerships Vaccinate and Vote R. Clinton Crews, MPH Center for Pediatric Research

Overview Project Immunize Virginia (PIV) is a statewide public-private partnership whose goal is to “promote immunizations across the lifespan.” R. Clinton Crews, MPH Center for Pediatric Research

Wellness Baskets Goal: To dispel the myths about flu shots Adult Standard addressed: Standard 1 – Encourage the promotion of appropriate vaccine use through information campaigns about the benefits of immunizations R. Clinton Crews, MPH Center for Pediatric Research

Wellness Baskets Strategy: Wellness baskets containing items to soothe the flu were distributed to media outlets through the state Partners: Local immunization coalitions, Area Agencies on Aging, Virginia Pharmacists Association & Quality Improvement Organization R. Clinton Crews, MPH Center for Pediatric Research

“Ward Off the Flu” Blues When you’re sneezing & sniffling and don’t know what to do. . . It could be a cold, it could be “The Flu” One little shot can keep YOU from getting sick find out where to get it and please make it quick! We hope you won’t need this basket, So here’s what you do, Go get the flu shot, It’s better than getting “The Flu” R. Clinton Crews, MPH Center for Pediatric Research

Wellness Baskets Outcomes: Strategy was very popular with members Strategy was conducted for two years, adult immunization awareness week 532 media outlets received baskets Impact of this strategy was difficult to measure R. Clinton Crews, MPH Center for Pediatric Research

Spokesperson Goal: To assist PIV in heightening the public’s awareness about immunizations Strategy: Develop a PSA’s promoting immunizations and participate in PIV media events Adult Standard addressed: Standard 1 R. Clinton Crews, MPH Center for Pediatric Research

Spokesperson R. Clinton Crews, MPH Center for Pediatric Research

Spokesperson Outcomes: Since 1999, PIV has received ~1000 hours of free air time for the Willard Scott Flu PSA 45 copies has been distributed to media outlets in VA PIV members have purchased air time in large media markets for the PSA R. Clinton Crews, MPH Center for Pediatric Research

Strategic Partnerships Partner: The American Lung Association of Virginia Strategy – Developed a “where to find the flu shot” website for providers and the public (useful in the years of the vaccine delay) Partner: The Virginia Health Quality Improvement Center (QIO) Strategy – Developed a “immunization resource kit” for health care providers (useful in promoting PIV resources and evidence-based strategies) R. Clinton Crews, MPH Center for Pediatric Research

Strategic Partnerships Adult Standard addressed: Standards 2 & 6 – Encourages providers; all staff (of nursing homes) to be immunized Standard 4 – Recommends that providers develop a recall system for high-risk patients Standard 5 - Recommends that high-risk patients be immunized prior to discharge Standard 9 – Encourages that benefit programs cover adult immunization services R. Clinton Crews, MPH Center for Pediatric Research

Vaccinate and Vote Goal: To empower the Hopewell community; raise awareness about the need to immunize adults; and reduce the number of older adults affected by flu and pneumonia by linking them to available community resources. Adult Standard addressed: Standard 1 R. Clinton Crews, MPH Center for Pediatric Research

Vaccinate and Vote Strategy: Promote the availability of the flu shots to voters at polling sites. Activities: Media Event - Press Conference and Community Information Forum; Volunteer Training Session; Poll Workers; and Flu Clinic Partners: PIV and Hopewell Immunization Partnership plus 32 additional local community and state partners R. Clinton Crews, MPH Center for Pediatric Research

R. Clinton Crews, MPH Center for Pediatric Research

Vaccinate and Vote Immunize, Virginia. It means you, too! R. Clinton Crews, MPH Center for Pediatric Research

R. Clinton Crews, MPH Center for Pediatric Research

Vaccinate and Vote Outcomes: 85 community and 5 medical volunteers 3 local newspaper articles Airing of PIV Flu PSA 354 flu shots given (95% to persons 65+) R. Clinton Crews, MPH Center for Pediatric Research

Resources for Promoting Adult Immunizations Centers for Disease Control and Prevention, National Immunization Program Centers for Medicare and Medicaid Services Immunization Action Coalition National Coalition for Adult Immunization National Foundation for Infectious Diseases  National Partnership for Immunization  R. Clinton Crews, MPH Center for Pediatric Research

For More Information Please Contact: R. Clinton Crews, M. P. H For More Information Please Contact: R. Clinton Crews, M.P.H. 757-668-6430 ccrews@chkd.com Project Immunize Virginia Center for Pediatric Research Eastern Virginia Medical School Children’s Hospital of The King’s Daughters Norfolk, Virginia R. Clinton Crews, MPH Center for Pediatric Research