KEYWORDS:
Communication skills; pediatric immunization assessments; physician based immunization initiatives

BACKGROUND:
The Advisory Committee on Immunization Practices recommends assessments and feedback of provider based vaccine coverage information to improve the age appropriate immunization rates of children.

OBJECTIVE(S):
To develop a methodology for successful communication with health care providers in order to conduct immunization assessments, to impart the results and to effectuate positve changes in immunization practices.

METHOD(S):
Health care provider offices were contacted to request permission to conduct confidential assessments of the immunization levels of their 19-35 month old patients. Assessments were conducted on-site using the CASA software program. Exit interviews were provided and staff returned to provide summary customized reports in addition to CASA reports. Staff offered incentives to promote on-going participation.

RESULT(S):
Using the "soft-sell" and gentle persistence approach, staff obtained permission to conduct 161 assessments (84 initial assessments and 77 reassessments) for private sector health care providers in the past 5-year period. During that time, the immunization rates for 4DTP-3Polio-1MMR increased from 65% to 86%. Staff gave providers certificate awards and, if they consented, issued press releases about their participation.

CONCLUSIONS(S):
The key to success in conducting assessments and feedback of provider-based vaccination coverage information and in increasing the immunization rates of children is learning how to get "a foot in the door" and how to stay there through establishing effective communication and rapport with health care providers and their office staff.

LEARNING OBJECTIVES:
Participants will identify techniques for effective communication with health care providers in order to conduct assessments and feedback of immunization practices to improve childhood immunization rates.