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Communication System
Building Under GAP
John Parrish-Sprowl, PhD
Global Health
Communication Center
Indiana University
School of Liberal Arts
IUPUI Campus
Indianapolis, IN USA
johparri@iupui.edu
GAP for Influenza Vaccines
Vaccine coverage has
never been sufficient
without either a
government mandate or
an effort to convince
people of the value of
immunization
Communication Strategy
A well-conceived and executed communication strategy can create the
cooperation, collaboration, and connectivity necessary to establish a
system of vaccine production, distribution, and delivery that is both efficient and
effective. In addition, it can inspire trust in the entire process, from the factory, to the
clinic, to the public, resulting in an increase in vaccination coverage.
Creating and disseminating a message
is not a strategy-It is wishful thinking
• Meta analysis indicate that one message rarely fits all people
• Trust is as much a feeling as it is a decision-slogans and information rarely induce it
• Collaboration and cooperation are dialogic and necessary for effective communication
We need more than information and
slogans
• Confidence and trust
are nurtured and
earned, needing
constant renewal,
especially in the face of
adverse events
• How we talk with
people may well be
more important than
what we say
Communication: So much more than
the transfer of information
A growing body of research tells us
that communication:
• Plays a role in creating and
shaping brain structure
• Impact at the epigenetic level and
may induce DNA repair
• Can impact immune function
• Is systemic both within and
outside of the body
• Flows through people, playing a
role in shaping individual biology,
relationships, and communities
• Can change reactivity to
receptivity or do the opposite
Moving beyond the simple to
Communication Complex:
Means developing
strategy that shifts our
focus to embrace the
complexity of living in a
bioactive communication
ecology
GAP Communication strategy shifts
perspective from:
Talking at… to… Talking with…
It is not just about a message based
campaign, but about a systemic
conversation
• We need a systemic plan that intertwines and tracks both electronic and face-to-face interaction from vaccine production to post immunization commentary
• We need to have a strategy that accounts for emotions, position shifts, and changes in participation in the public conversations
GAP Communication focuses on more
than just the public
• Production and
distribution play a role
in building and maintain
trust in vaccines
• HCWs need to be fully
confident that the
vaccines are safe,
effective, and necessary
China in the GAP
• Background
• 2013-workshop in Atlanta established a complex framework for GAP communication strategy
• 2014-China sent participants to the WPRO GAP workshop on communication capacity building
• 2015-Participants from the WPRO workshop requested a similar workshop to expand communication complex capacity in China
• 2016-China called for another workshop to engage communication complex
• developed strategy in response to the illegal vaccine issue in Shandong Province
• Engagement in GAP Activities• 2015-Presentation of the communication strategy
prepared by the China CDC for the roll out of IV polio vaccine; a panel of experts from WHO were asked to provide input regarding the strategy; by request, based on WPRO workshop experience, three days of training for personnel from the China CDC (central and provincial level) were conducted by WHO and a consultant focused on the development of communication strategy to sustain vaccinations based on a communication complex approach.
• 2016-Three day workshop conducted by WHO and a consultant focused on communication strategy in response to concerns raised by the revelation of illegal and ineffective vaccines being dispensed
China in the GAP
• Lessons Learned � Trust, in both vaccines and health care
systems, is critical to increasing vaccination.
� Communication skills that reduce reactivity and increase receptivity are critical for emotion management and building trust, especially in a crisis situation.
� The Chinese experience demonstrates why communication strategy must consider the entire system, from manufacture to the jab. Trust in the system was imperiled by illegal actions in distribution, but the response needed to be more holistic (systemic), reestablishing trust throughout, including both health care workers and the public.
GAP Communication Strategy for
Vaccines
• Shift strategic framework from message based campaign to systemic conversation management
• Focus on how we talk with people at least as much as on what we say
• Training is essential for those (especially HCP) who have face2face access to people
• Create a proactive social media conversational strategy that works with face2face strategy
• Monitor conversational trajectory, not simply response to a message
• Traditional media shifts from primary tool to support for conversational formats
Participant Response to GAP
Communication Activities
• A survey was developed and sent to each of the participants from the WPRO and SEARO workshops in 2016. Responses indicates that:
• All participants gained new knowledge and skills in communication
• The majority agreed that the workshop had influenced the development of vaccine communication strategy in their country
• In both the survey and in open-ended comments, participants indicated they wanted to learn more about communication complex.
• Based on participant response, capacity for the development of more complex communication strategy was increased; at the same time, participants want to develop greater knowledge and skills, creating the potential for continuous improvement.
GAP Communication Strategy for
Vaccines-Implications• GAP communication capacity building activities were well
received and had impact on country strategy. This effort should be continued through support for:
• training in communication complex and strategy development in more countries
• creating training that builds depth and breadth of skills and knowledge
• creating supporting documents, materials, toolkits, etc. that enable continuous learning and sustainable performance
• establishing robust M & E in communication strategy to create a continuous improvement loop in all aspects
Communication System
Building Under GAP
THANK YOU FOR LISTENING!
John Parrish-Sprowl, PhD
Global Health Communication Center
Indiana University
School of Liberal Arts
IUPUI Campus
Indianapolis, IN USA
johparri@iupui.edu
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