Reaching Minority and Vulnerable Populations: Getting Ahead of the Curve to Prevent Seasonal Flu

Reaching Minority and Vulnerable Populations: Getting Ahead of the Curve to Prevent Seasonal Flu October 6, 2010 This webinar is sponsored by the Soci...
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Reaching Minority and Vulnerable Populations: Getting Ahead of the Curve to Prevent Seasonal Flu October 6, 2010 This webinar is sponsored by the Society for Public Health Education and the U.S. Department of Health and Human Services’ Office of Minority Health

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Reaching Minority and Vulnerable Populations: Getting Ahead of the Curve to Prevent Seasonal Flu

• Moderator: Elaine Auld, MPH, CHES Chief Executive Officer Society for Public Health Education

SOPHE MEMBERSHIP & RESOURCES

www.sophe.org

SOPHE Resources • Health Promotion Practice – Pandemic Flu - 10/08 – REACH & Minority Health – 8/06

• 2 Communities of Practice • Emergency Preparedness Website • SOPHE 61st Annual Meeting, Nov 5-6, Denver, CO

Objectives At the end of this webinar, participants will be able to: • Identify at least 3 highlights of DHHS’ 2010 Seasonal Flu Plan, including outreach efforts by OMH to reach minority and vulnerable populations. • Describe health communications research that informs the federal 2010-11 flu vaccination program, including messages developed for minority populations. • Discuss community outreach efforts to promote seasonal influenza vaccination among vulnerable populations and available tools and resources.

Today’s Speakers: • Garth Graham, MD, MPH – Director, Office of Minority Health, U.S. DHHS

• Kristine M. Sheedy, PhD – Associate Director for Communication Science, National Center for Immunization and Respiratory Diseases, CDC

• Jamila Rashid, PhD, MPH – Associate Director for Research and Policy, Office of Minority Health, U.S. DHHS

www.sophe.org

Today’s Agenda: Time

Activity

Presenter

2:00 – 2:10 Welcome & Introductions

Elaine Auld, Moderator

2:10 – 2:30 OMH’s Strategic Directions for the 2:30 – 2:35 2010-11 Flu Season; Q&As

Garth Graham

2:35 – 2:55 Strategies for Reaching Vulnerable Kristine Sheedy 2:55 – 3:00 Populations; Q&As 3:00 – 3:20 Community Outreach to Get

Jamila Rashid

Ahead of the Curve 3:20 – 3:27 Q&A/Dialogue 3:27 – 3:30 Summary and Wrap-Up

Elaine Auld

www.sophe.org

Getting Ahead of the Curve: Reaching Minority and Vulnerable Populations to Prevent 2010-11 Seasonal Flu Garth N. Graham, MD, MPH Deputy Assistant Secretary for Minority Health, Department of Health and Human Services (HHS), Office of Minority Health (OMH)

Why This Webinar  Many… • Minorities go unvaccinated each year • Have chronic diseases that complicate the issues • Lack needed resources (less income, insurance) • Experience more barriers (language, literacy, other social determinants) • Lack awareness about the need and fear vaccines are not safe • Distrust government (Tuskegee effect) • Face health care system barriers due to inconvenient hours, long wait times, confusion over requirements, and are not offered the vaccine during health care visit

2009 H1N1 Deaths (AIAN)  H1N1 related deaths among American Indians and Alaska Natives in at least 12 states across the nation was four times higher than rates for all other groups.[1]  One-third (35%) of people hospitalized with H1N1 in 13 metropolitan areas of 10 states were non-Hispanic black, compared to 16% non-Hispanic white in study areas.[2]

* Unpublished data from CDC for the period April 15-August 31, 2009; [1] CDC. Deaths Related to 2009 Pandemic Influenza A (H1N1) Among American Indian/Alaska Natives—12 States, 2009. MMWR Weekly, December 11, 2009 / 58(48); 1341-1344. Retrieved on May 3, 2010 from http://www.cdc.gov/mmwr/preview/mmwrhtml/mm5848a1.htm. [2] CDC. 2009 H1N1 and Seasonal Flu and African American Communities: Questions and Answers. Unpublished data. Retrieved on May 4, 2010 from http://www.cdc.gov/h1n1flu/african_americans_qa.htm#ref

Annual estimated hospitalizations, vaccine preventable diseases Annual Cases

~6,300 deaths annually

Source: MMWR April 2, 1999. 48: 242-264; MMWR. August 18, 2006 / 55(32);880-893; JAMA 2003;292-1333-40

Number of Influenza-Associated Laboratory–Confirmed Pediatric Deaths H1N1

16

2007-08

2008-09

88 Pediatric deaths

69 Pediatric deaths

344 Pediatric deaths

Influenza Vaccination Coverage for Adults ≥65 years, by Race/Ethnicity — BRFSS, 2000–2010

What is new in 2010? Routine influenza vaccination is recommended for all persons aged 6 months.

Influenza Vaccine Production Projections, 2010-11 

5 manufacturers, 7 vaccines



Collectively have projected producing between 147 million to 155 million doses As of Oct 1, 2010, over 103 million doses are available for distribution



Federal Collaboration to Improve Coverage Seasonal Influenza discussion at White House Health Summit Regional outreach events in partnership with Regional Offices National Council of Negro Women Family Reunion Event Outreach conference calls with national and local health care, public health, and community partners  Media Round Tables with Minority Media  Webinars and other outreach efforts with U.S. Mexican Embassy and Border Health  Tom Joyner “Take Your Loved One to Doctor Day” Media Event    

Tom Joyner Morning Show September 28, 2010



Photos © Rance Elgin/Black America Web

• Dr. Garth Graham administers flu shots to Tom Joyner and staff during his live radio broadcast.

Get the Word Out to Get the Flu Vaccine, Not the Flu!  

 

 

Everyone over six months of age and older needs to get a flu vaccine This season’s vaccine will protect against the H1N1 virus that caused so much illness last season, as well as other seasonal influenza viruses Flu vaccines are safe. This season’s vaccine is being made the same way as in previous seasons The flu shot is free to many who cannot afford to pay—at a Local Health Department, a Community Health Center, Community Events, Health Fairs, etc We will have more vaccines available this season than ever before. Get vaccinated as soon as vaccines are available in your area

Thank you

CDC Influenza Vaccination Communication Activities and Resources for the 2010-11 Season Kristine Sheedy, PhD Associate Director for Communication Science National Center for Immunization and Respiratory Diseases Centers for Disease Control and Prevention

October 6, 2010

Objectives • Share results from audience research • Provide a broad overview of CDC’s influenza vaccination communication campaign activities and resources

Flu Vaccine Communication Efforts are Grounded in Audience Research 





Gauge knowledge, attitudes and behaviors related to seasonal influenza, H1N1 influenza, and the 2010-2011 seasonal influenza vaccine, which will contain the 2009 H1N1 strain. Receive feedback on key messages that may be used to communicate about the seasonal influenza vaccine in the 2010-2011 flu season. Assess messages and communication products for their ability to motivate people to get vaccinated against influenza.

Specific Questions about Consumers 













Did the pandemic leave people more or less motivated to get vaccinated? How will people respond to our new universal flu vaccine recommendation? How will people feel about the inclusion of the 2009 H1N1 strain in this season’s vaccine? Will last year’s targeting of the first available doses of 2009 H1N1 vaccine have unintended impact this season? How will adults age 65 and older respond to hearing about the new high-dose influenza vaccine? Will those who got H1N1 illness or vaccination believe they are immune and can forego getting vaccinated this season? How do parents feel about school-based vaccination?

Consumer Groups and Segmentations •Mixed Race/Ethnicity •Low Education •High Education •African American, Caucasian,Hispanic

•Mixed Race/Ethnicity •Living on Campus •Commuting to Campus •Working Adults

Mothers of Children and Adolescents (018 years)

Young Adults (19-24 years)

Focus Group Audiences •Asthma •Diabetes •Mixed Race/Ethnicity •Low Education •High Education •African American, Caucasian, Hispanic •25 - 35 years of age •36 - 49 years of age

Chronic Medical Conditions (Ages 2549years)

Seniors (65-75 years) •Low Education •High Education •African American, Caucasian, Hispanic

Focus Group Breakdown by Audience/City Parents

Young Adults

Seniors

Chronic Conditions

TOTAL

Phoenix

8

-

-

-

8

Baltimore

6

-

-

-

6

Indianapolis

6

-

-

-

6

Chicago

-

3

6

8

17

Birmingham

-

-

5

8

13

Miami

-

3

7

4

14

TOTAL

20

6

18

20

64

Focus Group Breakdown by Ethnicity African American

Hispanic

TOTAL

Phoenix

-

6

6

Baltimore

2

-

2

Indianapolis

1

-

1

Chicago

4

2

6

Birmingham

4

-

4

Miami

-

7

7

TOTAL

11

15

26

Approximately 40% of the focus groups conducted were focused on African Americans or Hispanics.

Key Findings - Consumers • Many perceived the 2009 H1N1 strain to be serious and deadly • This belief motivated some to get seasonal and/or 2009 H1N1 vaccines • Others did not get vaccinated even if they perceived the risks of diseases to be high

• Safety concerns about the 2009 H1N1 vaccine remain high • Those wary of the monovalent vaccine were concerned that including the 2009 H1N1 strain in the seasonal vaccine would not be safe; they preferred to have the choice of obtaining the vaccines separately.

• The universal vaccine recommendation raised questions for some. • Old misperceptions/concerns remain • “I got the flu vaccine once and it gave me the flu” • Health care providers highly trusted and influential

Key Findings - Consumers • Those who perceived themselves and/or their children to be at low risk from flu reported that this concept resonated with them: • “Every flu season is different, and influenza can affect people differently. Even healthy children and adults can get very sick from the flu and spread it to others”

• Using data and statistics makes messages more credible and relevant. • The more tailored the data for specific audiences, the more motivating the message.

• Few observable differences in responses noted by race, ethnicity, or education.

Key Findings – Specific to African Americans and Hispanics 1.

2.

3.

Knowledge and attitudes towards the flu among Hispanic participants tended to differ from those of African American and Caucasian participants. New products and channels have potential for effectively reaching priority audiences and will be piloted (i.e. foto novellas). African American participants really liked images of families and images that portrayed the older (a) protecting the younger and (b) serving as a role-model for positive health behaviors (i.e. getting vaccinated).

CDC’s Influenza Vaccine Communication Campaign: Overview

Communication Goals and Objectives 



 

Create high awareness of universal vaccination recommendation and flu-related key messages Foster knowledge and favorable beliefs regarding influenza vaccination recommendations Maintain, extend confidence in flu vaccine safety Promote/encourage vaccination throughout the flu season

Campaign Theme • The theme is a ‘call to action,’ communicating that in addition to protecting ourselves, we each can have a hand in protecting those who may be at high risk of having serious flu-related complications. • Spanish language materials theme: • YO me vacuno, protejo a…” (I vaccinate, I protect…)

Audiences • • • • • • •

The general public Parents of children age 18 and younger Older Americans Adults with chronic health conditions Young adults Pregnant women People who live with or care for those at high risk for complications from flu, including: • Health care workers • Household contacts of persons at high risk for complications from the flu • Household contacts and caregivers of children