Learning Objectives for this Presentation:
By the end of the presentation participants will be able to:
1.Organize a Campaign Blitz.
2.Separate the immunization registry from a sea of products and services being offered in the healthcare community.



Background:
The healthcare community is complex and made up of a variety of stakeholders including public/private providers, hospitals, managed care organizations, and pharmaceutical companies. This environment can make it difficult for immunization registries to get information past the gatekeeper to the decision maker due to companies selling various types of products and services.


Setting:
Consent based, voluntary New York State regional registry, downstate region.


Population:
Various immunization providers including public/private providers, hospitals, and health care systems not currently participating in the New York State Immunization Information System.


Project Description:
Partners In Health Systems has developed a method to help separate the immunization registry from many other products and services being offered to healthcare providers. The following steps outline how to organize a Campaign Blitz: 1) Set a budget. 2) Create packaging to communicate message. 3) Identify medical offices to target in region. 4) Get to the right person at the right time. 5) Follow up.


Results/Lessons Learned:
18 medical offices were visited in 2 days within 3 counties. 15/18 offices were interested in talking about the registry. Typically with other campaigns or traditional cold calling, it would take more than 2 day visits to get responses from 15/18 offices. The Campaign Blitz is important for face to face contact with the gatekeeper, which gets your foot in the door and engages the office staff. This method will cause staff to ask questions showing how we are different from other products and services. The interest generated and face to face contact will encourage staff to pass along the information to the decision maker.