KEYWORDS:
Recruitment
Marketing
Private Providers
BACKGROUND:
The CHILD Profile Immunization Registry and Health Promotion System originated in Washington State in 1992 as a two-county, grant-funded pilot, and went statewide in 1998. In 2002, the State Department of Health assumed responsibility for the system and initiated planning to assure statewide expansion. At the end of 2002, only 10% of private provider sites in the state were participating in the registry. In 2003, we implemented a marketing plan tailored to our state’s environment, based on best practices culled from our registry’s experience as well as from registries throughout the country.
OBJECTIVE:
To implement the marketing plan so that our goal of reaching 95% provider participation by 2006 can be reached.
METHOD:
Full implementation of a multi-pronged approach to recruiting private providers was initiated in early 2003. Development of key messages, and training of all staff and spokespersons in how to convey these messages were important first steps. A phased approach to marketing was designed, to dovetail with the technical enhancement of the web-based system. Priorities were identified by geographic area. The strategies fell into two main categories: utilizing existing networks and organizations to carry the CHILD Profile message, and direct provider marketing activities.
RESULT:
Results of the various strategies undertaken, their successes and challenges, and the increase in number of participating providers will be described
CONCLUSION:
A well-developed marketing plan provides a good foundation for reinvigoration of provider recruitment efforts. This plan will have greatest potential for success when integrated into an overall strategic plan for registry development.
LEARNING OBJECTIVES:
1. Define key messages and branding
2. Describe three strategies for recruiting providers utilizing existing networks.
3. Describe three strategies for recruiting providers directly.
Handout (.ppt format, 1504.0 kb)
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Back to The 2003 Immunization Registry Conference (October 27-29, 2003)