KEYWORD1:
Focus group, influenza, barriers to adult immunization

BACKGROUND:
As part of the Racial and Ethnic Adult Disparities in Immunization Initiative (READII), the National Immunization Program commissioned a series of consumer focus groups with African American and Hispanic seniors. The overall purpose of the project was to collect information about beliefs, behaviors and barriers that cause low influenza and pneumococcal immunization rates among these seniors, and to test messages and creative materials. In this workshop I will discuss findings related to influenza.

OBJECTIVE:
• To identify knowledge, behaviors and beliefs among seniors about influenza and the influenza vaccine
• To evaluate creative materials, messages, and promotional items developed for minority seniors

METHOD:
Between August 20 and 27, 2002, a total of 18 focus groups were held in the five cities where the READII project is taking place. All participants were at least 65 years of age, and were either Hispanic or African American. Focus groups were moderated by professional moderators who used a standardized moderator’s guide. Data were analyzed for key themes, and “doers” and “non-doers” were compared.

RESULT:
• Those who get who the flu shot often do so because they are highly encouraged to by a loved one or a physician
• The most pervasive reason people cited for not getting the flu shot was that they think the shot will cause them to get the flu
• Some people feel that they don’t need the flu shot because they can control their own health in other ways
• Many people believe the flu shot is for sick people, or “older” people

CONCLUSION:
• Materials should contain messages with emotional appeal—not just facts
• Trusted spokespeople included physicians, family members, and “peers”
• There is a segment of the population that are adamantly opposed to getting a flu shot and do not appear to be persuadable
LEARNINGOBJECTIVES:
By the end of this workshop, participants will be able to
-List three reasons why seniors say they don’t get a flu shot
-Describe 1 message that resonated for each target audience