KEYWORDS:
Registry marketing, education/marketing
BACKGROUND:
In late 2001, the CNY Immunization Registry matured to a point where promotion to the public was appropriate and warranted. An educational and marketing campaign was created to raise awareness of the project. While increased participation in the physician community was paramount, this campaign also sought to increase enrollment of parents whose physicians were already in the Registry. Additionally, interested parents would exert pressure on non-participating physicians. We recognized that increasing enrollment by physicians is not as simple as gaining parental consent. For physicians, behavioral changes were required in both mindset and office procedures. Early adopters had joined and we were now recruiting practices for which change is more difficult. This campaign, which culminated in a press event, hopefully spurred both parents and clinicians into action. A new campaign, building on the previous success and lessons learned, has been developed for 2002 –2003.
OBJECTIVE(S):
To provide an outline and methods used in a marketing campaign aimed at physicians and parents. To provide attendees with ideas and materials.
METHOD(S):
A six-month marketing campaign targeting both parents and physicians was developed by a team consisting of lead agency and project management personnel. The campaign followed health education and social marketing principles and developed easy to read materials. A monthly work plan was developed and followed.
RESULT(S):
Ideas developed by the CNY Registry can be modified and used by other projects.
CONCLUSIONS(S):
Knowing the right time to market and appropriate materials to use for physicians and parent recruitment is crucial when launching a promotional campaign.
LEARNING OBJECTIVES:
To learn the principles, methods and materials of promoting a registry.
Back to Grow: Education and Marketing
Back to Contributed Papers
Back to The 2002 Immunization Registry Conference of CDC