KEYWORD1:
Marketing, strategic planning, provider recruitment, partnership, implementation, web-based immunization registry, collaboration

BACKGROUND:
In 1999, a collaborative effort was started between Project L.O.V.E., the Ohio Department of Health, and community partners in order to develop a web-based immunization registry. To ensure the effectiveness of this registry, a strategic education and promotion plan was developed. Marketing, recruiting, training and support of local providers is critical to its widespread utilization. With such a strategy, the registry will build momentum among providers and will subsequently positively impact immunization rates.

OBJECTIVE:
Demonstrate how a multifaceted marketing plan will reach immunization providers in the 15th largest city in the nation in order to promote the utilization of the statewide immunization registry.

METHOD:
Project LOVE has developed a plan to market, recruit and educate physician practices about the web-based immunization registry. This plan encompasses two years and involves three phases: mobilization, initiation of education campaign, and direct marketing and initiation of registry. The strategies are to reduce physician resistance to allow participation in the registry process, work with office managers to build support and an understanding of the correct procedures to enable participation and support compliance, utilize relationships and credible messengers to approach physician offices, and use a direct marketing approach with the offices with the highest number of immunizations and transient patients.

RESULT:
We will demonstrate and distribute tools, including collateral pieces developed, from the education and marketing campaign.

CONCLUSION:
In order to achieve success, a marketing plan must be comprehensive and multifaceted due to the complexity of the audience being reached.
LEARNINGOBJECTIVES:
To gain an understanding of the marketing strategies necessary to mobilize, educate and implement a successful immunization registry in your community.