Learning Objectives for this Presentation:
By the end of the presentation participants will be able to describe the benefits and challenges of parent immunization education via direct mail; and articulate evaluation strategies for parent immunization education through direct mail.


Background:
CHILD Profile is Washington State's Immunization Registry and Health Promotion system. The health promotion component, using registry data, consists of 17 age-specific mailings sent statewide reaching 86% of all parents of children age birth to six. The mailings are received 30 days before each AAP-recommended well-child visit, and include a list of the immunizations due at each visit and other immunization education information. The mailings also contain other health information. To increase accessibility, the materials are written at a 6th grade reading level and translated into Spanish.


Setting:
Washington State


Population:
Parents of children age birth to six, approximately 400,000 parents per year.


Project Description:
Immunization information is included in every CHILD Profile mailing. Immunization information is based on Advisory Committee on Immunization Practice recommendations and developed based on health education theory. The development process includes extensive input from parents and health professionals. Ongoing evaluation activities, including statewide parent satisfaction surveys and parent focus groups, are conducted regularly to gather information on what immunization information parents want to receive via direct mail and how the materials can be enhanced to meet parent need.


Results/Lessons Learned:
Parents are highly satisfied with the health promotion mailings, and find them useful. Parents also report increased knowledge and behavior change from the materials. Health care providers say they benefit from the immunization and well-child visit reminders parents receive. Evaluation strategies that incorporate both parent and professional input increase the usability of the immunization information to ensure the materials help children get timely immunizations.