KEYWORDS:
Assessment, Parental Influences, Immunization Beliefs
BACKGROUND:
STC in partnership with Houston Department of Health and Human Services implemented a city-wide assessemtn of factore simpacting immunization coverage rates. The assessment focused on parental knowledge, attitude and beliefs regarding immunizations as reported by Houston's four major racial/ethnic groups (African American, Asian, Hispanic and Caucasian). STC's assessment process served as a catalyst to an innovative marketing plan. Atypical findings served as distinct directions for HDHHS immunization-promotion strategies.
OBJECTIVE(S):
Presentation will outline the assessment process implemented and discuss the marketing plan which evolved from the research findings.
METHOD(S):
Presentation will be followed by question and answer; with power point and accompanying handouts.
RESULT(S):
CONCLUSIONS(S):
"Cookie-cutter" approaces serve as a model to save time and money when developing marketing strategies, but they also serve as a source of frustration when the project's environment doesn't end up fitting. Assessment findings reveal sucessful marketing answers.
LEARNING OBJECTIVES:
Participants will be able to identify elements of an assessment-driven marketing plan.
Back to Grow: Education and Marketing
Back to Contributed Papers
Back to The 2002 Immunization Registry Conference of CDC