3rd NZ influenza Symposium

2016 National Influenza Campaign

Content

• Components of the National Influenza Campaign

• What remained largely unchanged from 2015

• Developments in 2016

• Developments likely in 2017

Annual components of National Influenza Campaign

IMAC manages the campaign on behalf of Ministry of Health

Funded by Ministry of Health

Main components• Printed resources for public and HCWs• Websites – Influenza.org.nz & Fightflu.co.nz• Campaign launch• Media campaign• Public relations • Clinical support via 0800IMMUNE phone

line• National Influenza Strategy Group• Influenza vaccines monthly distribution

figures/graphs for DHBs

• Some complementary activities funded by manufacturer of funded vaccine INFLUVAC ®

Health Minister Jonathan Coleman & Porirua Union Health Centre nurse Litia Manuaiaia Palefoti-Gibson. April 6 2016

Activities that were largely unchanged for 2016• Use of blue dust imagery for campaign branding• Radio and tv ads (slight change to voiceover)

• Pamphlets for general public, pregnant women and HCWs• 0800IMMUNE answering HCW influenza queries• Layout and content of fightflu.co.nz website for consumers• Public relations activity/support

• tailored news copy (to 29 stakeholder groups /organisations eg Asthma Foundation, Housing NZ)

• responding to media enquires• media releases

Developments for 2016

• Pared down printed resources

• Starter packs of print resources

• Online ordering of print resources

• Media campaign mix

• Dropped TXT FLU to 515

• New members of National Influenza Strategy Group

• Increased access to online resources aimed at:• Primary Care • DHBs

Pared back print resources• Reduced size of flu kit booklet:

- from 52 to 26 pages; - stapled instead of spiral bound

• Some content accessed via influenza.org.nz• No tent card • Waiting room poster smaller

GONE!

Starter pack of resources sent to Healthcare workers

• General Practice 2050• DHB / HCW 196• Pvt Vacc / Occ Health 268• Pharmacy 1009• Midwives/Obs +Gyne 869

Financial support from Mylan was directed towards increasing access to print resources aimed at pregnant women

Online ordering of print resources

• Moved from fax to online ordering

• Easily ordered from computer or smart phone

• Email sent to acknowledge order

Media campaign mix

Financial support from Mylan was directed towards increasing the amount of radio, tv and video activity purchased

Media - Audience on Demand 30 sec video

• Used for the first time in 2016

• 17 April to 21 May with a bonus week

• Approx. 170,000 impressions/people reached

• 1.55% click through rate (to fightflu.co.nz) - 3 times the 0.5% industry standard rate

• 62% completion rate i.e. viewers watched the whole video, On par with industry standard, not bad for a health message

Media - TV

• 30second ads for 4 weeks from 17 April

• Channels used included TV1, TV2, TV3, FOUR, Choice TV and Maori TV

• Programmes that rated well for campaign included:• Shortland Street• The Undateables• The Bachelor NZ• One News• Jono and Ben• Mom• Family Feud• Home And Away

Media – Radio and Search

Radio- 30 second radio ads from 18 April to 15 May

Search (Google Adwords)- 18 April to 12 June, delivering a consistent performance week on week

ensure we maintained the top search position

- most searched key words were Winter Flu Symptoms, Immunisation Shot and Symptoms of Influenza.

National Influenza Strategy Group - the National Influenza Campaign's advisory group

New members representing Pharmacists and Midwives

• Bob Buckham, Chief Pharmacist Advisor of Pharmaceutical Society of New Zealand

• Tanya Wilson, Charge Midwife Manager at Middlemore

Recalling eligible patients

• Website resources

DHB specific resources

• 5000 Blue dust stickers printed for DHB use– design courtesy of CDHB

• ‘hidden’ page

DHB use of campaign branding

• Successful collaboration with CMDHB

• Use of campaign branding is encouraged but need to maintain integrity of the brand

For 2017 – Use of SHIVERS serosurvey data

General public: Around 1 in 5 New Zealanders are infected with flu each year. Most infected people have minor symptoms or no symptoms. But they can still pass their flu onto other people, and some of these people will get very ill and may be hospitalised.

Healthcare workers: Results from the 2015 SHIVERS influenza research serosurvey showed that around 19% of people in NZ had contracted the influenza over the 2015 season. Many of these people were asymptomatic with only 3.3% of those infected (1 in 30 infected) visiting their GP and 0.2% of those infected (1 in 500 infected) was hospitalized.

Rates in population of 1 million

For 2017 media – Use of animated infographics

• Development of some 30 second infographics videos

• Can be produced cheaper than a tv commercial

• Personalise based on chronic conditions• Video on demand banner advertising based on chronic conditions• Linked to searches based on chronic conditions

• Could be used in pharmacies or doctors surgeries

For 2017 – Develop translated resource

from sweetclipart.com/

• Based on requests for a simple written resource

• A5 size

• Pdfs accessible online and available to print off

For 2017 - Increased interaction with Primary Care

• Flu vaccine analyser is a sophisticated MedTech32 advanced form that

identifies eligible patients using read codes

• Resurrected and refined in 2016 - Catherine Iverson

• ProCare will trial in February

• Make available to other PHO’s and practices

For 2017 – Support DHBs to share ideas and resources

www.quotesgram.com