Summary ReportMarch 12, 2015

National Influenza Vaccination Disparities PartnershipDefining Sustainability Strategies

Goal• Assist CDC to identify and develop action-oriented

partnerships to support promotional activities

Objectives• Support influenza vaccination uptake marketing strategies• Broaden community involvement• Engage multi-sector alliances• Coordinate activities with grassroots organizations,

community clinics, pharmacies, and health departments

Campaign Purpose

• Understand the challenges, resources, and strategies that support the NIVDP’s sustainability

• Identify and share partner successes

Objective of VideoConference Call

Summary of Flu Vaccination PromotionCampaign Results

• Over 800 partners in 95 cities• Over 300 million media impressions garnered

to date, for the 2014-2015 flu season • 662 Page ‘likes’ on Facebook• 70% of the original partners who joined in

2011 are still actively involved with the NIVDP

Participants

The NIVDP Partners on the conference call included:

• Helen Bradbury, Urban Inter-Tribal Center Texas, Dallas, TX• Tiffany Tate, The Maryland Partnership for Prevention, Baltimore, MD• Robyn Carlyle, The Immunize Partnership, Houston, TX• Jennifer Tredway, Cherokee Nation, Tahlequah, OK• Justin Coyle, Walgreens, Seattle, WA• Ray Michael Bridgewater, Assembly of Petworth, Washington, DC• Heidi Parker, Immunize Nevada, Reno, NV• Ingrid Gutierrez, Office on Latino Affairs, Washington, DC• Charley John, Walgreens, Fairfax, VA• Josue Salmeron, Office on Latino Affairs, Washington, DC

Development Stages for the NIVDP 2011-2015

1. Formative Stage

NIVDP Launch, Houston, TX. August 29, 2011

Hispanic Partner Listening SessionSan Francisco, CA. March 4-5, 2012

African American Partner Listening SessionBaltimore, MD. April 22-23, 2012

NIVDP Stakeholder WorkshopAtlanta, GA. May 17-18, 2012

2. Engagement Stage

NIVW outreach events

Media outreach

Print materials

Online products

Culturally-specific brand identities

Community Resource Kit

3. Sustainability StageMonthly conference calls

Facebook page

Recognition events

Newsletter

Webinars

4. Assessment Stage

Analytic reports

Partner surveysand video conference call

Process monitoring tool

Annual and monthly reports

Dissemination plan

NIVDP ConveningHouston, Texas

• The NIVDP launch was held on August 29, 2011 in Houston, Texas• Stakeholders and grassroots leaders gathered to generate strategies to address flu

vaccination coverage disparities among Hispanic, African American, and American Indian/Alaska Native populations

NIVDP Listening SessionSan Francisco, California

• The NIVDP hosted listening sessions March 4-5, 2012 in San Francisco, California• NIVDP partners gathered to discuss challenges, strategies, and benefits of promoting flu

vaccination in Hispanic communities

NIVDP Listening SessionBaltimore, Maryland

• The NIVDP hosted listening sessions April 22-23, 2012 in Baltimore, Maryland• NIVDP partners gathered to discuss perceptions of flu vaccination in the African

American community and the benefits of grassroots partnerships

NIVDP WorkshopAtlanta, Georgia

• The NIVDP hosted a workshop May 17-18, 2012 in Atlanta, Georgia• NIVDP partners gathered to discuss flu vaccination coverage disparities, messaging

strategies, and outreach activities

Questions and Partner Feedback

Question 1: What are some challenges in working with underserved communities to make flu vaccination a priority?

• Trusting the pharmacist – first time meeting each other• Educating and addressing misconceptions from a cultural perspective• Making the tie that this campaign is about people’s overall health• Locating where the most vulnerable populations reside• Flu is sometimes an afterthought among consumers compared to other health

issues• Not knowing when vaccines are available and how many vouchers are also

available for the flu season• Providing transportation to some events is challenging

Question 2: What assets exist within the NIVDP that grassroots organizations can use to support a sustainable partnership?

• Newsletters• List-serve• Social and traditional media and marketing capabilities• Relationships and trust with the community and knowing how to engage • Relationships with a partners’ local Walgreens pharmacist• CDC educational materials

Questions and Partner Feedback

Question 3: What strategies do you recommend to keep partners engaged and committed to promoting flu vaccination?

• Show health outcomes data• Recognition of efforts of local partners• Speaking or presentation opportunities• Try not to expand too wide too fast• Integrating flu vaccinations into existing events and health services• Relationship with state immunization program• Need to educate communities on public-private partnership, in this case

Walgreens’ role within the NIVDP • Best to work with national chapters of larger organizations with capacity and

infrastructure and coordinate with local affiliates

Questions and Partner Feedback

Question 4: In the time you have been involved with NIVDP what would you identify as a success?

• Growing the network of partners• Building relationships with these partners to understand each other’s needs • The number of vaccinations administered have increased year to year• Number of NIVDP partner events has increased• The NIVDP has expanded into more cities, year-after-year, mostly in cities that

have populations who are medically underserved • Benefit of forming new partnerships (i.e. local health departments, coalitions),

hospitals, pharmacies, to make it a cost effective program• The NIVDP has successfully responded to an emergency flu

situation/pandemic through education and flu vaccinations

Webinar Questions and Partner Feedback

Question 4: In the time you have been involved with NIVDP what would you identify as a success?

• Finding an opportunity to connect with health department leadership as a means to learn about and complement flu vaccination promotion activities

• Being active on social media platforms to share stories that resonate well with diverse audiences

• Working in rural areas and pantry programs to integrate flu vaccination opportunities

• Establishing linkages with local partners that can be sustained• Understanding how important relationships are in sustaining partnerships

Questions and Partner Feedback

Questions Highly Agree

Somewhat Agree Unsure Somewhat

DisagreeHighly

Disagree

Today's conference call helped me understand the vision for the NIVDP.

60% 40%

My organization can make a commitment for the new flu season to promote flu vaccination within underserved communities.

100%

I learned from hearing other NIVDP partners share their lessons learned.

100%

I feel confident that my organization could establish a linkage with the local state immunization program.

100%

I can implement sustainability strategies within my organization to maintain flu vaccination promotion activities.

33% 33% 33%

Without the development of the CDC NIVDP I would not have been engaged in promoting flu vaccination within underserved communities.

25% 50% 25%

Video Conference Call Evaluation Partner Survey

• How will you continue to stay engaged with the NIVDP• “Stay in contact, lead initiatives to deliver on NIVDP, and build the

network of partners”• “Participating on calls, attending meetings if held regionally, and post

success stories on social media”

• I feel confident that my organization could establish a linkage with the local state immunization program.• “We have a great relationship with the Texas Department of State

Health Services” (The Immunization Partnership)• “We participate in the states vaccines for children program”

Video Conference Call Evaluation Survey

Take Home Messages

• Relationships matter to foster collaboration• Partner recognition has great value• Communication is key to keeping partners engaged• Partner resources are valuable to keeping local

communities informed• Cross-sector partnerships can leverage local

resources

cvelazquez@hmaassociates.com(202) 342-0676

J. Carlos Velázquez, MAPresident

For Additional Information Contact