BACKGROUND:
Influenza is the most common vaccine preventable cause of pediatric hospitalizations and outpatient visits.

OBJECTIVE:
To evaluate the impact of media coverage on the 2003-04 influenza vaccination status of children.

METHOD:
Children 6-59 months of age who presented to a pediatric resident's continuity or acute care clinic in the summer of 2004 were enrolled. The parental survey ascertained the influenza vaccination status of children during the 2003-04 season and factors that influenced that vaccination status. For children vaccinated in the clinic or health department, influenza vaccination dates were confirmed using computerized records.

RESULT:
Of 256 enrolled children, 98 (38%) parents reported that their child was vaccinated in 2003-04. Of these, 64 (65%) children had confirmed influenza vaccination dates from October-December 2003. The mean number of confirmed influenza vaccinations/week before and after the influenza media coverage (began November 17, 2003) were compared. Unlike previous years in which influenza vaccine was evenly distributed October-December, there were 2.4 influenza vaccinations/week before and 8.6 vaccinations/week after the media coverage (t-test, p<0.001). Multivariate analysis of all children showed that parental recall of a physician recommendation (OR 14.2, 95% CI 6.6-30.5), having a family member vaccinated (OR 8.2, 95% CI 3.8-17.9), and having a fall continuity clinic visit (OR 5.2, 95% CI 2.3-11.4) strongly predicted the influenza vaccination status in children. Of 94 parents who recalled a physician recommendation, 71 (76%) children were vaccinated, whereas only 27 of 162 (17%) children were vaccinated if parents did not recall a physician recommendation.

CONCLUSION:
Pediatric influenza vaccination rates in 2003-04 were on target to be similar to 2002-03 until the influenza media coverage when the rates dramatically increased. Media coverage and explicit physician recommendation for children and their contacts are key factors to improve influenza vaccination rates in children.

LEARNING OBJECTIVES:
Understand the role of media coverage on influenza vaccination rates in young children.