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Patient Education Workgroup Archive

September 12, 2013

AGENDA

  • 2013 – 2014 Workgroup Plan
  • Timeline
  • Next Steps
  • Brief Announcements from Susan Farrall

MINUTES

The meeting opened with a brief reminder that the Workgroup’s regularly scheduled meeting time is the 2nd Thursday of each month at 1 p.m. ET.

2013 – 2014 Workgroup Plan

  • To achieve our goal of increasing awareness of vaccinations for adults, the WG will develop communication tools and a guide to help partners develop and deliver compelling messages.
  • As currently drafted, the contents will include:
    • Introduction: Who we are and a brief overview of the creation of this primer, as well as the current state of adult vaccination
    • Talking to Adults: An overview of the available research determining how adults think about their health broadly and vaccines in particular
    • Developing Messaging: Using the research findings, we will work with the work group’s communication experts to determine how these translate into effective message elements for vaccination and how they can be customized to an audience; this section will include sample messages
    • Disseminating Messages: Ways in which to disseminate effective messages through a calendar of planned events and include basic tips for social media platforms
    • Leveraging the Media: Basics of media outreach, including how to formulate a story that interests a reporter, writing opinion-editorials and letters to the editor, and provides sample media materials such as radio media tour tools
    • Additional Resources: Links to relevant materials that may help with message development and outreach
  • Erica DeWald facilitated a discussion about the Plan as drafted. Members suggested the following additions:
    • Audience Identification: Troy Knighton suggested the guide include a discussion of ways to define and target specific adult audiences. Erica noted that we will obtain additional information from the CDC focus groups to help with this.
    • Evaluation: Troy also suggested including ways to help users learn how to test messages and evaluate their effectiveness.
    • Healthcare Personnel Immunization: The WG held a lively discussion on the merits of including information on vaccination of HCP, emphasizing their role as patients as well as providers. Multiple WG members agreed that this is an important concept should be included. Susan Farrall reported that the September 26 MMWR will include information on HCP vaccination rates. Although there is much good news to report, gaps still exist in areas such as long term care facilities. The Provider WG is developing a fact sheet on the importance of HCP in vaccine delivery.
    • Funding Resources: The group felt the resource listing should include information on how to develop campaign funding. The guide should acknowledge that many potential activities have a cost, but we shouldn’t become completely focused on the monetary aspects. Rather, we should note that the many of strategies can be conducted through “boots on the ground” activities. This is particularly important in light of reduced funding opportunities in the current fiscal environment. Erica asked WG members to provide any advice they have on working with newspapers, community groups, etc., for little or no cost.

Timeline

  • Erica reviewed the draft timeline that was shared with WG members prior to the meeting. Initially, we need to assimilate existing research on how adults view personal health, including vaccines. We also should look for data on effective health messaging. With this background, we can create guidelines that are proven to work. Ray Michael Bridgewater emphasized the importance of considering cultural differences in messaging development, and he readily agreed to assist in this area.
  • Our efforts over the next few months fall into 2 areas:
    • Erica reviewed the draft timeline that was shared with WG members prior to the meeting. Initially, we need to assimilate existing research on how adults view personal health, including vaccines. We also should look for data on effective health messaging. With this background, we can create guidelines that are proven to work. Ray Michael Bridgewater emphasized the importance of considering cultural differences in messaging development, and he readily agreed to assist in this area.
    • Our efforts over the next few months fall into 2 areas:
    • Developing key elements and concepts of the guide (leads: Erica & Laurel)
    • Determining our best paths for dissemination and promotion of the guide (leads: Erin & Amy)
  • The WG determined that, for now, we will work on these areas as a whole. However, there may be opportunities to split into 2 subgroups as our work progresses. We anticipate the bulk of our communication will be via email, rather than conference calls.

Next Steps

  • Erica will incorporate the comments from today’s meeting into our outline and share it with WG members. This also will include a request for input on the audiences upon which we will focus, as well as the quantitative and qualitative types of research we need.

Brief Announcements from Susan Farrall

  • Today NVAC voted to support the updated Adult Immunization Standards document.
  • The annual NFID influenza press conference will take place on September 26.
  • NFID is hosting a special Flu Awareness Night at the Nationals baseball park. (Information at www.nationals.com/flu)
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