New Avenues for Promoting Pediatric Immunizations: Advice for Implementing An Autodialer Awareness Campaign

Background:
To achieve high immunization rates, the Task Force for Community Preventive Services recommends multi-component interventions that include educational and reminder/recall efforts. Pre-recorded reminders delivered through Autodialer systems have proven effective when used by providers and health plans. Such systems reach large audiences quickly at a modest cost, but have not been widely tested in the Public Health arena.
The Los Angeles County DPH Immunization Program (LACIP) pilot-tested an Autodialer campaign to increase immunization awareness and rates for children who were due or overdue for immunizations. This method was selected over a mass media or outreach campaign because it allowed LACIP to target children known to be due or overdue for immunizations through tailored messages and augment existing provider reminders.

Setting:
LA County, excluding Long Beach and Pasadena

Population:
10,000 households with children 4 --36 months of age with records in the immunization registry who were due/overdue for immunizations as-of June 4, 2008

Project Description:
In September 2008, LACIP implemented an Autodialer campaign that delivered pre-recorded educational/reminder messages. Subjects were randomly assigned to a control group that did not receive a message and to two intervention groups that received one of two educational messages. Vaccination status, information-seeking, and a two-question survey will be used to assess campaign impact.

Results/Lessons Learned:
74% of targeted calls were completed. We detected a minor difference in the receipt of immunizations between the intervention groups and the control group. Autodialer campaigns can reach individuals not reached through traditional media/outreach, augment provider/ insurer reminders, and improve immunization awareness. We found the most important implementation issues are:
• Use of registry data and defined inclusion/exclusion criteria for sample selection
• Minimizing delays between sample selection and call implementation
• Effective message development/recording
• Technical ability of the vendor to produce the desired product within budget /on-schedule and
• Development of effective evaluation methodologies.