You are on page 1of 9

Jason Harnett

selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc

Subject: Seasonal Flu Vaccination Communication Plan for Norfolk General Hospital Date: August 2011-November 2011 (Clinic dates: Oct. 24-28 & Oct. 31-Nov. 4/Week 15-16)
Purpose: The purpose of this communications plan is to increase the rate of influenza vaccinations amongst staff and the community through heightened awareness, education and promotion of flu vaccination clinics. Prepared by: A committee referred as The Flu Fighters will be assembled by the Infection Control department to organize, educate and promote the importance of flu vaccinations for the 2011 vaccination season. This committee consists of clinical and non-clinical managers from the hospital, Communications Officer and a representative from public health. Background: Influenza is a contagious respiratory illness caused by flu viruses. It can cause mild to severe illness. Some persons can be infected with the flu virus, but have no symptoms. During this time, those persons can still spread the virus to others. Traditionally health care workers and staff at NGH have had a low vaccination compliance rate Certain myths still exist (examples); the flu vaccination actually gives me the flu. Why should I get the flu shot, I never get sick. Employees of a hospital have a higher exposure rate to influenza especially during peak influenza season. In a hospital a large proportion of patients are elderly and immune compromised, these patients are considered high risk of getting sick with the flu. The flu virus is typically brought into the hospital from the community. Proper hand washing and covering your cough are additional ways to avoid causing the flu virus to spread. Influenza vaccination needs to occur every year, because the virus constantly changes. Influenza in a healthy person could cause them to be sick for up to 7 days. This can also place a considerable amount of strain on a hospitals workforce.

Page 1 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc

Research
Hospitals are considered high risk; therefore they are eligible to hold public flu vaccination clinics. Part of the role of the hospital is to educate the community. Hospitals do not need to prequalify to receive flu vaccine. Flu season can stretch from October to April. 2009-2010 was considered a rebuilding year for seasonal flu immunizations following the challenges related to H1N1 vaccination the previous year. 49% of staff received their flu shot in 2009-2010, a significant decrease from following vaccination year 2008-2009, 65.5% of eligible staff was immunized. Staff believed that by getting their H1N1 vaccination this would also protect them from seasonal flu, which is not a fact. Im too busy is often used as an explanation as to why health care workers cant attend internal flu clinics. In 2010, an attempt was made to rebuild the flu shot campaign; however immunization rates were significantly lower and the perception amongst staff was that the flu vaccination proved to be ineffective. During this year, the hospital experienced a spike in employee sick time. Generally the media are quite helpful in promoting flu vaccination clinics to the community. In the past, The Flu Fighters have used prominent people in the community to help promote flu vaccinations. Educational displays have been erected in the hospital. Outdoor and indoor signage has been used to help promote clinic dates. Clinic dates have been attached to pay stubs. A YouTube video featuring the Infection Control practitioner was created to properly explain seasonal flu and the H1N1 vaccination to the public.

Page 2 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc

Analysis:
Communication Objectives To increase staff immunizations. To successfully communicate with staff the importance of protecting themselves and others from getting the flu. To increase the amount of public immunizations at the hospital. To effectively gain public awareness about flu vaccinations through news releases, radio interviews and public announcements.

Stakeholders/Audiences Staff- Clinical and non clinical o Staff is the primary audience of this campaign. It is important that the health care team lead by example and protect themselves, loved ones and the patients they care for. Physicians o Physicians are health care leaders who provide primary patient care. Patients look to them for leadership and guidance as to how to live healthy lives. Doctors should be aware of clinics to promote to their patients. Volunteers o The hospital will need the assistance of the Volunteers to execute the plan and assist with clinics. Volunteers are also highly susceptible to getting the flu as they work throughout the organization on a daily basis. They are also typically an elderly demographic and well connected with the community. The public/visitors/family members o The public generally look to the hospital as being a leader in health care and health education. This free service provided, enhances the relationship between the hospital and the public and encourages them to protect their loved ones. o Having flu clinics available to visitors and family members is helpful and convenient. Flu shots protect our visitors and the patients they intend to see. This is also good public health promotion. The media o The media is essential in communicating flu education and awareness to the public. They are also important in relating specific information pertaining to flu clinics. A successful public flu campaign relies heavily on the cooperation of the local media. This is a relationship that must be valued, maintained and regularly updated.

Page 3 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc Vulnerabilities & Opportunities Positive Outcomes: More staff will be protected from the flu virus. Rate of reported flu cases will drop in the community. Lower rate of absenteeism amongst staff due to flu. A decrease in wait times in the Emergency Unit. Decreased interruptions to hospital services, program and visiting hours. Less patient exposure to the flu virus.

Negative Outcome: Public outrage that health care workers are not mandated to have their flu vaccination. Public access to staff immunization standards/previous rates. Availability of influenza vaccination and timeline, clinics must happen within window of opportunity. Employees may feel this is being forced upon them by management.

Communication
Key Messages Get the flu shot for Me. If you dont, you put Me at risk! Protect yourself and the people you care most about in your life from getting the flu. As health care providers, lets be Flu Fighter Champions in our community- Vaccination amongst health care workers is a high priority. Even healthy people may carry the flu virus without showing symptoms. Roll up your sleeves in October and November and get your flu shot. You dont get the flu from having a flu shot. Norfolk General is providing free flu vaccination clinics to staff and the public. Mobile clinics will make it easier for staff to get immunized this year. As a hospital and leader in health promotion, we need to improve our rate of flu immunizations.

Page 4 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc Strategies In early September, The Flu Fighters will take the opportunity to partner with the local health unit to provide a Flu Education Fair for staff and the community prior to influenza season. Proactively engaging the public and media to remind them that flu season is right around the corner. We will work with high profile stakeholders in the community and encourage them to be role models for our flu vaccination campaign (Example: Mayor, local Junior Hockey team) Promotional Event- A radio morning show duo getting their flu shot live on the air. Encourage staff members to submit pictures of their loved ones to incorporate into a poster campaign showcasing a broad demographic of people that can be affected by the flu. This helps to create awareness amongst staff members and draws an audience into additional flu vaccination messaging. This puts a familiar face to a cause. When staff and public are immunized provide a section on the consent form for feedback: How they learned of this clinic? Email, posters, word of mouth, media etc. Promote incentives for staff to get their shot Be entered into a draw for a prize. Place a special emphasis on mobile immunization carts to staff. The Flu Fighters will visit your unit and provide you with a flu shot on the spot. Post a progress thermometer in a highly visible place to demonstrate our flu vaccination goals to staff members and the public! Dispel myths through education sessions and newsletter stories. Promote internal flu vaccination champions.

Page 5 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc

Action
Week
Assemble Flu fighters team Develop Communications Plan and strategies Review Plan w/team Regular team meetings

1 2 3

4 5 6 7 8 9 10 11 12 13 14 15 16 17

Internal Communication
Prepare consent form/survey Flu Education Fair Solicit participation from staff for flu fighters poster campaign Internal Hospital monthly newsletter (flu fighter stories)(promotion of mobile clinics) Communication to staff to bring their families to the hospital to be immunized Design posters Mid Evaluation of Communication Plan

Internal display windows and projected goal thermometer Promote incentives-email Presentation to management forum. Gain support from senior managers to remind staff Display Flu posters throughout hospital and indicate relationship between people in picture and particular staff member (Attention grabber) Week Attach vaccination clinic info to employee pay stubs Infection Control Practitioner Educational speaking Email communication to staff (ongoing) External Communication
News Media Establish key spokespeople: Communications Officer, Infection Control Director

1 2 3

4 5 6 7 8 9 10 11 12 13 14 15 16 17

Page 6 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc Week
Media invitation to flu education fair News release announcing flu vaccination clinics and theme Column in bi-monthly Volunteer newsletter Radio interview-Infection Control Local cable TV-interview E-blast to external hospital stakeholders Automated Phone attendant: Messaging to include upcoming flu clinics (refer them to website) Send letters to physicians to notify them of hospital vaccination clinics Outgoing email signatures to include website link and flu vaccination clinics dates on staff emails Outdoor hospital signage Cafeteria display stand communication Infection Control to send letters to families of long term patients families Invite media to take pictures during flu clinics and interview members of public Website Post flu facts Provide helpful links Clinics dates and times Social Media Post pictures and information from flu fair on facebook page Keep followers up to date on Twitter and provide flu shot reminders Produce short YouTube Video promoting flu clinic and importance of getting your yearly flu shot Ongoing facebook communication: Pose a question; Who are you getting a flu shot for this year?

1 2 3

4 5 6 7 8 9 10 11 12 13 14 15 16 17

PSA Campaign Community forums Community signage Newspaper and radio PSA`s Page 7 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc Week Internal Communication to Visitors and the other community stakeholders Clinic day signage Messaging to public in the clinics (Thank You for getting your flu shots) Updates to public website as required Parking information Primary Evaluation of Plan Final Evaluation Nov.28-11 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Budget
This Communication Plan budget is based solely on regular employee hours and volunteer efforts. Public advertisement of clinics will be achieved through media communication, social media, public signage and word of mouth. We do not have a budget for paid advertisements. There is a maximum budget for incentive prizes for employee flu vaccinations of $100.00 The majority of duties are to be carried out by the Communications Officer and Infection Control Department.

Page 8 of 9

Jason Harnett
selectiverhythms@hotmail.com Harnett_Jason_Communication_Plan.doc

Evaluation
A primary evaluation of the communication plan will take place following the flu education fair with a final evaluation to happen following the flu clinics. These performance measures will be reviewed by the Flu Fighter Committee.
Increased staff awareness o Attendance at Flu Education Fair o Growth in staff immunization rates o Participation in poster program o Increased hits to internal website (flu facts) o Amount of staff immunized by mobile clinic VS/stationary clinic o Survey results- Question on consent form (How did you learn of this clinic?) o Level of inquires, questions, requests o Interest in Hospital newsletter stories pertaining to flu, (tracking through intranet) Increased Staff Immunizations o Quantitative data from previous clinics o Decrease in sick time o Amount of flu vaccination used Increased Public Immunizations o Quantitative data from previous clinics o Amount of flu vaccination used o Survey results (How did you learn of this clinic?) o Media coverage Increase in Public Awareness o Website hits (Flu vaccination information, flu facts, news releases o Attendance numbers to clinic o Interest/views/likes in social media platforms (facebook, Twitter, YouTube) o Decrease in visits to emergency attributed to flu o Media coverage, (news clippings) o Number of public inquires (phone calls, emails, in-person)

Page 9 of 9

You might also like