Training That Translates: Instructive Registry Marketing That Impacts Audiences

Background:  Brunet-Garcia (BG) has worked with Florida SHOTS, Florida Department of Health’s (FDOH) immunization registry, since 2004. After piloting the registry with a handful of private providers, FDOH turned to BG to solidify its brand and build awareness statewide. The resulting public engagement has resulted in the addition of more than 200 million shots to the registry and awareness among immunizing practitioners moving from nearly null to 97%.

Program background:  Building on the success of its awareness and enrollment initiatives, focus shifted to increasing shots entered and registry tools used. As with all government agencies, budgets are limited. Adding to the challenge, FDOH must effectively reach minority communities in a state where 23% (3.4 million) of the population is Hispanic (65% in Miami-Dade), and 84% report they do not speak only English at home (Pew Research Center, 2011). To address this resource gap, BG developed a cost-effective, integrated instructive marketing program that can be delivered on-demand. The program includes topic-specific recorded and live webinars offered in English and Spanish. Field trainers host or record the webinars using GoToWebinar and incorporate an automated evaluation tool. Courses are promoted through direct mail and electronic newsletters, specially branded promotion and registration emails, and the registry’s blog. As of 2014, 98% of “pediatrics” and “general practice/family medicine,” 99% of “VFC,” and 100% of “county health department” survey respondents have participated in Florida SHOTS training. Additionally, 16% reported participation in Spanish training options. Overall, 98% are “very satisfied” or “satisfied” with the training.

Evaluation Methods and Results:  As of April 2015, there are 49 recorded sessions available that have been taken by more than 8,600 viewers. This poster will demonstrate the significant cost savings and ROI of using Web-based technology to deliver training as well as the benefits to participants of having online training available (e.g., 24/7 access, refresher sessions for seasonal needs, and just-in-time support of new functionality). Registry “clients” (patients) have increased nearly 59% from 7,147,987, before online training began (reported 9/21/12), to 11,353,317 patients (reported 4/17/15)—compared with 237,984 clients when reporting began in 2006. Further, our 2014 statewide survey found that 80% of pediatrics respondents now enter registry shot data daily, compared with 63% in 2010.

Conclusions:  For Florida SHOTS, healthcare providers must understand how to enter data in the registry as well as use its tools to ensure they are effectively immunizing their patients according to the CDC’s recommended schedules. Webinars, promoted and supported by electronic and print communications, are economical and efficient means to help immunizing practitioners deliver appropriate patient care using registry tools that reduce their administrative tracking costs. Further, disparate audiences can be cost-effectively trained in their language of choice to help them better serve their patients. 

Implications for research and/or practice:  Webinars are easy to use and develop to train practices in which functionality or staff change regularly. To maximize effectiveness, integrate existing communications vehicles to support training awareness, participation, and evaluation. Use online training strategies to maximize resources, minimize costs, and reach disparate audiences with impact.