Sheila L. Palevsky1, Kelly Larson
2, Kathy Alexis
2, Charles Asumeng
2, Kesha Crichlow
2, Elizabeth Drackett
2, Michelle Dresser
2, Laura Goodman
2, Mahala Holmes
2, Kristin Stevens
2, Ronica Webb
2, Joslyn Levy
2, Lynn Silver
2, and Jane R. Zucker
1. (1) Bureau of Immunization, NYC Department of Health and Mental Hygiene, 2 Lafayette Street, 19th floor - CN21, New York, NY, USA, (2) Bureau of Chronic Disease Prevention, NYC Department of Health and Mental Hygiene, 2 Lafayette Street, New York, NY, USA
BACKGROUND:
In 2003, the New York City Department of Health and Mental Hygiene (NYC DOHMH) instituted “Public Health Detailing” modeled on the pharmaceutical sales strategy of delivering brief, targeted messages to healthcare practitioners. This has resulted in an ongoing one-to-one relationship between NYC DOHMH and the practitioner, enhancing the likelihood of practice change.
Targeted communities for detailing were identified by poor health indicator outcomes, and are characterized by high rates of poverty and predominantly minority and immigrant populations. Rates of influenza vaccination as demonstrated by telephone survey have been among the lowest in the city.
OBJECTIVE:
To describe detailing activities during the 2004-2005 influenza season.
METHOD:
In the 2003-2004 influenza season, 151 offices and 477 providers were contacted between October and December. The 2004-2005 detailing activities extended over five weeks beginning in November. Practitioners were queried about vaccine ordered, vaccine received, number of doses available, and practice responses to vaccine shortage.
RESULT:
As a result of influenza vaccine shortage in the 2004-2005 flu season, detailers had to significantly revise their message to (1) assist community physicians in continuing to stress the importance of influenza vaccine while supporting physicians in explaining the vaccine shortage to their patients; (2) help physicians identify and immunize only patients at highest risk; and (3) address the need to plan appropriately for the 2005-2006 influenza season. Influenza vaccine was offered through a redistribution process to providers in need.
Additional data from this detailing activity will be presented.
CONCLUSION:
The public health detailing model has resulted in improved relationships with providers in targeted communities. Information provided through this detailing process has been important to the healthcare professionals and their practices.
LEARNING OBJECTIVES:
To understand the role that the public health detailer can play in health communication during a flu vaccine shortage.
See more of Break — Exhibit/Poster Viewing (Access Poster Abstracts Here)
See more of The 39th National Immunization Conference (NIC)
