Analysis of National Survey Data On Perceptions and Concerns of Vulnerable Populations During Two Recent Widespread Influenza Outbreaks for Public Health Emergency Communication Planning

Theoretical Background and research questions/hypothesis: Emergency communication with the public about preparedness and response for threats of pandemic influenza is an important function of the Centers for Disease Control and Prevention (CDC) and other public health organizations.  Communicating effectively requires an understanding of the audience.  This paper focuses on the analysis and understanding of specific vulnerable populations including minorities, the elderly, lower income and education groups, and those with lower health status for use in emergency communication planning.  It is based on analysis of national survey data collected on the US public’s perceptions and concerns about pandemic influenza during two major international influenza outbreaks, and discusses implications for communication.  The first outbreak involved avian flu (H5N1) in 2005 – 2006.  The second involved swine flu (H1N1) in 2009 - 2010, and was officially classified as a pandemic.  The spread of the cases, and the public health response, received sustained world-wide media attention in both cases.

Methods:  This presentation describes analysis of nationally representative survey data from two linked surveys in each year administered by Porter Novelli.  The ConsumerStyles survey, administered in April and May with 12,000 respondents, covers product use, lifestyle, media habits, and health information seeking behavior.  The HealthStyles survey, administered in July and August with 4,000 respondents, who have also completed the consumer survey, covers health status, attitudes, and behaviors.  The surveys included specific questions on level of concern with the spread of pandemic influenza, and attention to and perceptions of appropriateness of coverage of this threat in the media.  The 2006 survey asked about avian influenza and the 2009 survey asked about H1N1, also known as swine flu.    

Results:  These particular vulnerable population groups in both outbreaks reported higher levels of concern, followed coverage in the media more closely, and were less likely to say that the media were exaggerating the dangers than the general population.  These groups also report more difficulty finding health information regarding their health concerns and in understanding health information.  The two outbreaks did differ in the geographic distribution of cases and means of transmission, and the H1N1 results are compared with the earlier avian flu results (Pollard, 2007).  (Pollard, W.E. (2007, October) Public concerns about avian flu and implications for health communication:  An analysis of national survey data.  Paper presented at the American Public Health Association Annual Meeting, Washington, DC)

Conclusions: These vulnerable populations were more concerned about pandemic influenza threats and followed the news more closely, yet they also reported more difficulty in finding and understanding health information.  Specific data on media habits and sources of health information are examined in order to identify channels for reaching these groups during a pandemic.

Implications for research and/or practice: These data provide specific information on the perceptions and concerns of vulnerable population groups during serious public health emergency events involving influenza outbreaks and on how they differ from the general population.  Data on their communication channels and sources of health information provide direction for targeted communication in future events.