Using Trend Data to Improve Strategies, Messages, and Choice of Media Channels

Background:   In 2005 the State of Texas was struggling with low immunization levels.  

Program background: In 2006, the Texas Department of State Health Services (The State) began conducting annual immunization campaign surveys of the National Immunization Survey (NIS) markets (Dallas/Ft. Worth, El Paso, Houston, and San Antonio) to determine changes in campaign awareness and media habits in young mothers who vaccinate their children.  The data has been used to improve strategies, messages, and choice of media channels to better serve the needs of young mothers.  Survey information has been valuable in ascertaining the messages to be developed to address audience concerns.  Old assumptions have been replaced with current data.  Trends of media usage also began to emerge as new technology replaced older media habits.  The state made profound changes in message delivery strategies as well as choices in which media channels to use to target young women.  Trend data was used to improve the message, using new media to encourage these young women to vaccinate their children on time, helping to improve the state’s vaccination levels.

Evaluation Methods and Results:  The State used Census data overlaid onto statewide media market maps.  This allowed the State to determine areas with high numbers of women of child-bearing age within the NIS markets.  The state also tracked awareness levels via a random-digit-dial survey (pre and post) for those markets.  The surveys, over time, revealed a threshold of media mix that was needed per market to achieve a 5-7% or greater positive change in awareness levels.  The state is now working toward maintaining high levels of awareness of the importance of vaccinating children on time according to the recommended immunization schedule.  Survey data revealed targeting strategies that are needed to address the changing needs of this youthful, mobile audience.  Strategies include a broader media mix that eventually included: cross-promotions from TV and radio, to print/merchandising, to event sponsorship/retail collaborations, to primarily TV and interactive mediums online.  Old assumptions that these women were not vaccinating because of vaccine safety concerns were replaced by data that revealed these women believed vaccines were safe.  Instead, the campaigns focused on their concerns regarding vaccinating on time while leading busy lifestyles.  Messaging changed to tell these women immunity is built over time.  Over five years, this messaging evolved to stronger, simpler calls to action: “Vaccinate on time, every time” and “Go to ImmunizeTexas.com” and “Get on the schedule.”  Media choices were narrowed down to the most popular TV stations/viewing times and websites visited.  In the past year, strategies were tied to empowering with interactive Internet tools.  The site and its tools could be used and shared, and included e-cards, social network links, and e-mail reminders.

Conclusions:  Trend data can be used to improve campaign awareness.

Implications for research and/or practice:  Other states could implement similar organized research studies to improve their campaign efforts.