BACKGROUND:
Inova HealthSource provides public outreach for Inova Health System, a Northern Virginia not-for-profit health care system. HealthSource's Fight the Flu program is in its 12th year and remains the largest provider of flu shots in the Washington, DC area. Program planners anticipated providing 80,000 flu shots in 2004 with 70,000 doses ordered from Chiron and 10,000 from Aventis Pasteur. When Chiron announced the loss of its 2004 vaccine supply in early October, the 2004 Fight the Flu campaign was in its fifth day with only 2,500 doses of Aventis vaccine on-hand.

OBJECTIVE:
Given the drastic impact of the Chiron announcement and the saturation of media coverage, a communication strategy was needed to address the influx of inquiries from the public, community and workplace clients, Inova Health System partners and staff, health care providers, and local media.

METHOD:
Core staff assembled immediately to issue an initial message on the program's status and formulate a response strategy. This communication team assembled daily to evaluate and update the public message. A dissemination plan was developed to reach stakeholders through multiple mediums including: flu hotline, website, mass emails, mailings, hospitals postings, telephone scripts, and staff talking points. When the System appointed a committee to prioritize the distribution of remaining vaccine supply, it incorporated this communication plan to reach key audiences.

RESULT:
Within 24 hours of being finalized, the decision to postpone, and eventually cancel, all public flu clinics was communicated to key audiences via multiple levels and mediums. Subsequently, stakeholders were provided frequent updates on vaccine availability and flu prevention through this strategic communication system.

CONCLUSION:
This communication plan served as the focal point of efforts to educate, inform, and comfort key stakeholders of the flu program following the shortage announcement.

LEARNING OBJECTIVES:
Discuss the development and implementation of a provider's communication strategy in response to a major vaccine shortage.