planning for the 2004-05 influenza vaccination season: a communication … · 2012-04-13 · and...
TRANSCRIPT
Pla
nn
ing f
or
the
2004-0
5 I
nfl
uen
za
Vacc
inati
on
Sea
son
:
A C
om
mu
nic
ati
on
Sit
uati
on
An
aly
sis
Gle
n N
ow
ak, P
h.D
.
Ass
oci
ate
Dir
ecto
r fo
r C
om
mu
nic
atio
ns
Nat
ion
al I
mm
un
izat
ion
Pro
gra
m
Ov
erv
iew
•M
y g
oal
•A
Qu
iz
•A
Bri
ef 2
00
3-0
4 C
om
mu
nic
atio
ns
Rev
iew
•T
he
com
mu
nic
atio
ns
reci
pe
for
succ
ess
•2
00
4-0
5 C
om
mu
nic
atio
n P
lan
s:
A B
rief
Ov
erv
iew
My
Go
al
To
bro
aden
un
der
stan
din
g a
nd
th
ink
ing
ab
ou
t in
flu
enza
vac
cin
atio
n
com
mu
nic
atio
n–
esp
ecia
lly
wh
en i
t co
mes
to
gre
atly
in
crea
sin
g c
ov
erag
e.
Qu
iz Q
ues
tion
1
•A
pri
l 7, 2004 w
as W
orl
d H
ealt
h D
ay. W
hat
was
the
them
e or
focu
s of
this
yea
r’s
even
t?
•H
ow
man
y p
eople
in t
he
U.S
. ar
e kil
led a
nnual
ly
by t
he
thin
g t
hat
was
focu
sed o
n i
n t
his
yea
r’s
even
t?
An
swer
: R
oa
d T
raff
ic S
afe
ty
•In
the
U.S
. al
one,
40,0
00 p
eople
are
kil
led i
n r
oad
traf
fic
cras
hes
and a
noth
er 4
.5 m
illi
on a
re i
nju
red
each
yea
r.
•R
oad
tra
ffic
inju
ries
are
the
lead
ing c
ause
of
dea
th
for
Am
eric
ans
bet
wee
n 4
and 3
3 y
ears
of
age.
Qu
iz Q
ues
tion
2
“It
stri
kes
2 m
illi
on A
mer
ican
s ea
ch y
ear.
A
nd
com
pli
cati
ons
from
this
kil
l up t
o 2
00,0
00 p
eople
a yea
r--
more
peo
ple
than
bre
ast
cance
r, c
ar
cras
hes
, an
d A
IDS
com
bin
ed. T
he
good n
ews
is,
in m
ost
cas
es, th
is c
an b
e pre
ven
ted.”
What
is
it t
hat
cau
ses
this
har
m?
Qu
iz Q
ues
tion
3
TR
UE
or
FA
LS
E?
“When
it
com
es t
o t
he
185 m
illi
on p
eople
that
we
reco
mm
end r
ecei
ve
an a
nnual
infl
uen
za
vac
cinat
ion, th
ey a
re a
ll p
rett
y a
like
when
it
com
es
to t
hei
r in
fluen
za v
acci
nat
ion-r
elat
ion k
now
ledge,
bel
iefs
, an
d i
nte
nti
ons.
”
FA
LS
E
•S
o h
ow
do
th
ey d
iffe
r?
•H
ow
sh
ou
ld w
e ch
arac
teri
ze/s
egm
ent
dif
fere
nt
peo
ple
in
to d
iffe
ren
t g
rou
ps
to
faci
lita
te:
a) i
den
tify
ing
in
tere
st o
r co
nce
rns
reg
ard
ing
in
flu
enza
vac
cin
atio
n;
b)
dev
elo
pin
g e
ffec
tiv
e m
essa
ges
an
d
mat
eria
ls,
and
c)
reac
hin
g t
hem
wit
h t
ho
se
mes
sag
es a
nd
mat
eria
ls?
20
03
-20
04
Flu
Sea
son
:
A C
om
mu
nic
ati
on
Rev
iew
2003-0
4 L
ogo a
nd
Slo
gan
Po
ste
rs
for
the P
ub
lic
Fly
ers
He
alt
h C
are
Pro
vid
er
Ma
teri
als
20
03
-04
Flu
Se
as
on
: K
ey
Tim
e P
oin
ts
Sep
tem
ber
Oct
ob
erN
ove
mb
erD
ecem
ber
Jan
uar
y
2003
NF
ID P
ress
C
on
fere
nce
at D
.C.
Pre
ss C
lub
(Sep
t. 2
3)
Init
ial r
epo
rts
of
flu
act
ivit
y an
d d
rift
ed
A(H
3N2)
viru
s
Flu
act
ivit
y co
nti
nu
es t
o
incr
ease
, alo
ng
w
ith
sen
se
Fu
jian
stra
in is
ca
usi
ng
mo
re
seve
re il
lnes
s
Init
ial r
epo
rts
of
ped
iatr
ic d
eath
sMo
re r
epo
rts
of
ped
iatr
ic d
eath
s
“Wo
rst
Flu
Sea
son
in
30 y
ears
” p
red
icte
d
Imm
un
izat
ion
effo
rts
still
go
ing
str
on
g
CD
C le
arn
s al
l do
ses
of
inac
tiva
ted
vac
cin
e ar
e
will
so
on
be
dis
trib
ute
d
(Dec
. 3)
Mo
st o
f U
.S.
has
wid
esp
read
flu
act
ivit
y
CD
C m
ater
ials
d
istr
ibu
ted
to
va
riet
y o
f p
artn
ers
Nat
ion
al A
du
lt
Imm
un
izat
ion
Wee
k (1
2-19
)
Th
e Im
med
iate
(an
d u
ltim
ate
ly p
red
om
inan
t
pre
ven
tio
n)
Mes
sag
es (
Sep
t. 2
1-2
8)
Me
ssa
ge
Fre
qu
en
cy
Docto
rs r
ecom
mend/u
rge flu
shot
28
5
Flu
kill
s 3
6,0
00 p
er
year
22
1
There
will
be p
lenty
of vaccin
e this
year
17
7
This
co
uld
be a
bad/s
erious flu
year
17
4
Flu
Mis
t availa
bili
ty
17
3
Flu
va
ccin
e b
est defe
nse a
gain
st flu
14
9
Flu
va
ccin
e p
revents
dis
ease
13
5
Oct/N
ov/D
ec is b
est tim
e to g
et vaccin
e
11
7
Flu
va
ccin
e a
rriv
ed/a
va
ilable
1
14
Now
is g
ood tim
e to g
et flu v
accin
e1
06
(n=
1056)
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Ou
tbre
ak/D
isease W
idesp
read
0
50
100
150Oct. 5-11
Oct. 12-18
Oct. 19-25
Oct. 26-Nov. 1
Nov. 2-8
Nov. 9-15
Nov. 16-22
Nov. 23-29
Nov. 30-Dec. 6
Dec. 7-13
Dec.14-20
Dec.28-Jan. 3
Jan. 4-10
Jan. 11-17
Fre
quency
Da
ily n
ew
sp
ap
er
sto
rie
s
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Co
uld
be a
bad
/seri
ou
s f
lu s
easo
n
0
50
100
150
Sept. 27- 27
Sep. 28-Oct. 4
Oct. 5-11
Oct. 12-18
Oct. 19-25
Nov. 2-8
Nov. 9-15
Nov. 16-22
Nov. 23-29
Nov. 30-Dec. 6
Dec. 7-13
Dec.14-20
Dec.28-Jan. 3
Mayo C
linic
Pre
ss R
ele
ase
fea
turin
g a
pre
dic
tio
n fro
m D
r.
Gre
g P
ola
nd
Fre
quency
Da
ily n
ew
sp
ap
er
sto
rie
s
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Vaccin
e d
oes n
ot
have t
he s
am
e
vir
al str
ain
as c
ircu
lati
ng
flu
vir
us
0
10
20
30
40
Sept. 27- 27
Oct. 5-11
Nov. 9-15
Nov. 16-22
Nov. 23-29
Nov. 30-Dec. 6
Dec. 7-13
Dec.14-20
Dec. 21-Dec.27
Dec.28-Jan. 3
Jan. 4-10
Jan. 11-17
Feb. 8-14
Feb. 15-21
Feb. 1-7
Mar. 14-20
Fre
quency
Fre
qu
en
cy
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Ch
ild
death
rep
ort
ed
fro
m F
lu
0
30
60
90
120Nov. 30-
Dec. 6
Dec. 7-13
Dec.14-20
Dec. 21-
Dec.27
Dec.28-Jan.
3
Jan. 4-10
Jan. 11-17
Jan. 18-24
Jan. 25-31
Fre
quency
ne
wsp
rd
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Ad
ult
/eld
erl
y d
eath
rep
ort
ed
fro
m F
lu
0
10
20
30Dec. 7-13
Dec.14-20
Dec. 21-
Dec.27
Dec.28-Jan.
3
Jan. 4-10
Jan. 11-17
Jan. 18-24
Jan. 25-31
Feb. 1-7
Fre
quency
ne
wsp
rd
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Flu
kills
36,0
00 p
eo
ple
per
year
0
100
200
June 15-21
Sept. 21- 27
Sep. 28-Oct. 4
Oct. 5-11
Oct. 12-18
Oct. 19-25
Oct. 26-Nov. 1
Nov. 2-8
Nov. 16-22
Nov. 23-29
Nov. 30-Dec. 6
Dec. 7-13
Dec.14-20
Feb. 22-28
Fre
quency
new
spr
Flu
Se
as
on
20
03
-20
04
Nu
mb
er
of
Infl
uen
za S
tori
es b
y W
eek
0
40
0
80
0
12
00
June
July
August
Septembe
October
November
December
January
February
March
Fre
qu
en
cy
Gett
ing
Read
y f
or
2004-2
005:
Lesso
ns (
Re-)
Learn
ed
[In
clu
din
g t
he S
even
-Ste
p R
ecip
e f
or
Gen
era
tin
g In
tere
st
in,
an
d D
em
an
d f
or,
Flu
(or
an
y o
ther)
Vaccin
ati
on
]
Th
ree
Lik
ely P
op
ula
tion
Seg
men
ts
•P
eop
le w
ho r
ou
tin
ely r
ecei
ve
an
an
nu
al
infl
uen
za
vacc
inati
on
, in
clu
din
g t
hose
we
reco
mm
end
do s
o
–P
rim
aril
y 6
5 y
ears
old
and o
lder
–P
rim
aril
y g
et v
acci
nat
ed i
n S
ept-
Novem
ber
•P
eop
le w
ho s
om
etim
es r
ecei
ve
an
an
nu
al
infl
uen
za
vacc
inati
on
, in
clu
din
g t
hose
we
reco
mm
end
do s
o
–In
tere
st i
s oft
en c
onti
ngen
t on p
erce
pti
ons
of
sever
ity o
f th
e st
rain
, li
kel
iho
od
th
ey o
r so
meo
ne
they
know
wil
l co
ntr
act
it
–A
pp
ear
to g
et v
acci
nat
ed l
ater
(N
ov
emb
er, ea
rly
Dec
emb
er)
•P
eop
le w
ho c
hoo
se n
ot
to g
et a
n i
nfl
uen
za v
acc
inati
on
, in
clu
din
g t
ho
se w
e re
com
men
d d
o s
o:
–In
ver
sely
rel
ated
to a
ge
(e.g
., m
ost
lik
ely 1
8-4
9)
–A
mong o
lder
peo
ple
, oft
en b
ased
on a
fir
mly
hel
d b
elie
f/co
nvic
tion
Man
y P
eop
le D
on
’t G
et a
n a
nn
ual
Infl
uen
za V
acc
inati
on
•O
ver
all,
35%
(of
1,0
01 s
urv
eyed
) sa
id t
hey
got
or
pla
nned
to g
eta
flu v
acci
ne,
whil
e 65%
did
not
(AP
/Ipso
ssu
rvey
)
•40%
of
resp
onden
ts a
ge
50-6
4 s
aid t
hey
had
rec
eived
a f
lu
vac
cinat
ion i
n p
ast
thre
e m
onth
s (H
arvar
d)
•A
bout
47%
wit
h c
hro
nic
ill
nes
ses
did
not
get
a f
lu v
acci
nat
ion
(Har
var
d)
•S
even
in 1
0 p
aren
ts s
aid t
hey
did
not
hav
e th
eir
chil
dre
n
vac
cinat
ed (
AP
/Ipso
s)
•78%
of
par
ents
of
chil
dre
n 6
-23 m
onth
s had
not
had
thei
r ch
ild
vac
cinat
ed, th
ough 7
4%
sai
d t
hey
wer
e aw
are
of
the
reco
mm
endat
ion (
Har
var
d).
“R
ecip
e” th
at
Fo
ster
s H
igh
er I
nte
rest
an
d
an
d D
ema
nd
fo
r In
flu
enza
Va
ccin
e (1
)
1.
Infl
uen
za’s
arr
ival
coin
cides
wit
h i
mm
uniz
atio
n
“sea
son”
(i.e
., w
hen
peo
ple
can
tak
e ac
tion)
2.
Dom
inan
t st
rain
and/o
r in
itia
l ca
ses
of
dis
ease
are
:
–A
ssoci
ated
wit
h s
ever
e il
lnes
s an
d/o
r outc
om
es
–O
ccur
among p
eople
for
whom
infl
uen
za i
s not
gen
eral
ly
per
ceiv
ed t
o c
ause
ser
ious
com
pli
cati
ons
(e.g
., c
hil
dre
n,
hea
lthy a
dult
s, h
ealt
hy s
enio
rs)
–In
cit
ies
and c
om
munit
ies
wit
h s
ignif
ican
t m
edia
outl
ets
(e.g
., d
aily
new
spap
ers,
maj
or
TV
sta
tions)
“R
ecip
e” t
hat
Fo
ste
rs In
flu
en
za
Vaccin
e In
tere
st
an
d D
em
an
d (
2)
3.
Med
ical
exper
ts a
nd p
ubli
c hea
lth a
uth
ori
ties
publi
cly (
e.g., v
ia m
edia
) st
ate
conce
rn a
nd
alar
m (
and p
redic
t dir
e outc
om
es)–
and u
rge
infl
uen
za v
acci
nat
ion.
4.
The
com
bin
atio
n o
f ‘2
’ an
d ‘
3’
resu
lt i
n:
A.
Sig
nif
ican
t m
edia
inte
rest
and a
tten
tion
B.
Fra
min
g o
f th
e fl
u s
easo
n i
n t
erm
s th
at m
oti
vat
e
beh
avio
r (e
.g., a
s “v
ery s
ever
e,”
“more
sev
ere
than
last
or
pas
t yea
rs,”
“dea
dly
”)
“R
ecip
e” t
hat
Fo
ste
rs In
flu
en
za
Vaccin
e In
tere
st
an
d D
em
an
d (
3)
5.
Conti
nued
rep
ort
s (e
.g., f
rom
hea
lth o
ffic
ials
and m
edia
) th
at
infl
uen
za i
s ca
usi
ng s
ever
e il
lnes
s an
d/o
r af
fect
ing l
ots
of
peo
ple
–hel
pin
g f
ost
er t
he
per
cepti
on t
hat
man
y p
eople
are
susc
epti
ble
to a
bad
cas
e of
infl
uen
za.
6.
Vis
ible
/tan
gib
le e
xam
ple
s of
the
seri
ousn
ess
of
the
illn
ess
(e.g
., p
ictu
res
of
chil
dre
n, fa
mil
ies
of
those
aff
ecte
d c
om
ing
forw
ard)
and
peo
ple
get
ting v
acci
nat
ed (
the
firs
t to
moti
vat
e,
the
latt
er t
o r
einfo
rce)
7.
Ref
eren
ces
to, an
d d
iscu
ssio
ns,
of
pan
dem
ic i
nfl
uen
za–
along w
ith c
onti
nued
ref
eren
ce t
o t
he
import
ance
of
vac
cinat
ion.
Imp
lic
ati
on
s o
f “R
ec
ipe
”
•A
lar
ge
com
ponen
t of
consu
mer
dem
and f
or
flu v
acci
nat
ion i
s
conti
ngen
t upon t
hin
gs
we
can’t
contr
ol
(e.g
., t
imin
g, se
ver
ity,
exte
nt,
dura
tion o
f th
e dis
ease
and r
esult
ing i
llnes
s).
•V
acci
nat
ion d
eman
d, par
ticu
larl
y a
mong p
eople
who d
on’t
routi
nel
y r
ecei
ve
an a
nnual
infl
uen
za v
acci
nat
ion, is
rel
ated
to
hei
ghte
ned
conce
rn, an
xie
ty, an
d w
orr
y. F
or
exam
ple
:
–A
per
cepti
on o
r se
nse
that
man
y p
eople
are
fal
ling i
ll;
–A
per
cepti
on o
r se
nse
that
man
y p
eople
are
exper
ienci
ng b
ad
illn
ess;
–A
per
cepti
on o
r se
nse
of
vuln
erab
ilit
y t
o c
ontr
acti
ng a
nd
exper
ienci
ng b
ad i
llnes
s.
Infl
uen
za I
mm
un
izati
on
Co
mm
un
icati
on
Ch
all
eng
es (
1)
•T
he
easi
est
peo
ple
to e
ffec
tivel
y c
om
munic
ate
wit
h a
re i
n
Seg
men
t 1, but
they
alr
eady c
onvin
ced a
bout
the
val
ue
and
ben
efit
s of
annual
infl
uen
za v
acci
nat
ion.
•P
ersu
adin
g p
eople
in S
egm
ents
2 a
nd 3
to c
han
ge
beh
avio
r is
quit
e ch
alle
ngin
g –
e.g., t
hey
are
more
skep
tica
l ab
out
infl
uen
za c
onse
quen
ces,
vac
cinat
ion n
eed a
nd b
enef
its,
ef
fect
iven
ess
of
infl
uen
za v
acci
ne,
etc
. an
d o
ften
hold
thei
r bel
iefs
quit
e fi
rmly
.
•A
chie
vin
g a
nd m
ainta
inin
g p
ubli
c an
d m
edia
inte
rest
in t
he
6th
or
7th
lead
ing c
ause
of
dea
th
•E
ffec
tivel
y a
ddre
ssin
g p
aren
t co
nce
rns
about
a) t
he
num
ber
and t
imin
g o
f vac
cinat
ions
and b
) th
imer
osa
l
Infl
uen
za I
mm
un
izati
on
Co
mm
un
icati
on
Ch
all
eng
es (
2)
•S
om
e co
mponen
t of
succ
ess
(i.e
., h
igher
dem
and
for
infl
uen
za v
acci
ne)
ste
ms
from
med
ia s
tori
es
and i
nfo
rmat
ion t
hat
cre
ate
moti
vat
ing (
i.e.
, hig
h)
level
s of
conce
rn a
nd a
nxie
ty a
bout
infl
uen
za.
•In
duci
ng w
orr
y, ra
ised
anxie
ty, an
d c
once
rn i
n
peo
ple
bri
ngs
fort
h a
num
ber
of
issu
es a
nd
pre
sents
man
y d
ilem
mas
for
hea
lth c
are
pro
fess
ional
s.
An
d c
an
lea
ve
you
sea
rch
ing
for
the
“H
oly
Gra
il” o
f H
ealt
h C
om
mu
nic
ati
on
(La
na
rda
nd
Sa
nd
ma
n,
20
04
)
The
bel
ief
that
you c
an i
nfo
rm a
nd w
arn p
eople
, an
d g
et t
hem
to t
ake
appro
pri
ate
acti
ons
or
pre
cauti
ons
wit
h r
espec
t to
a h
ealt
h t
hre
at o
r ri
sk
wit
hout
actu
ally
mak
ing t
hem
anxio
us
or
conce
rned
. (R
emem
ber
the
quiz
?)
This
is
not
poss
ible
. R
ather
. . .
“T
his
is
like
bre
aki
ng u
p w
ith y
our
boyf
rien
d
wit
hout
hurt
ing h
is f
eeli
ngs.
It
can’t
be
done.
”
Infl
uen
za I
mm
un
izati
on
Co
mm
un
icati
on
Ch
all
eng
es (
3)
•It
’s h
ard t
o c
reat
e m
oti
vat
ing l
evel
s of
conce
rn a
nd
anxie
ty a
bout
infl
uen
za--
and t
hus
inte
rest
in
infl
uen
za v
acci
nat
ion--
when
:
–dis
ease
sev
erit
y a
nd i
mpac
t ar
e in
lin
e w
ith
peo
ple
’s/m
edia
expec
tati
ons
–P
erce
ived
or
actu
al v
acci
ne
effe
ctiv
enes
s does
n’t
mee
t
the
expec
tati
ons
or
stan
dar
ds
of
those
for
whom
vac
cinat
ion i
s re
com
men
ded
(fo
rtunat
ely, ev
iden
ce o
f
effe
ctiv
enes
s hel
ps)
CD
C’s
Nex
t C
om
mu
nic
ati
on
Ste
ps
•F
inal
ize
com
munic
atio
n “
less
ons
lear
ned
” fr
om
2003-0
4
•D
evel
op a
nd i
mple
men
t 2004 s
urv
ey a
nd f
ocu
s gro
up
com
munic
atio
n r
esea
rch p
lan (
e.g., 5
0-6
4 y
ear
old
s,
par
ents
)
•U
pdat
e/re
vis
e 2003-0
4 m
ater
ials
, in
cludin
g e
val
uat
ion o
f pro
vid
er r
esourc
e kit
•C
onti
nue
to p
ut
a fa
ce o
n i
nfl
uen
za t
hro
ugh t
he
use
of
a w
ide
arra
y o
f fa
ces
and p
eople
•D
evel
op c
om
pre
hen
sive
2004-0
5 i
nfl
uen
za c
om
munic
atio
n
pla
n a
nd t
imet
able
We
wel
com
e, n
eed
, a
nd
rel
y u
po
n
yo
ur
inv
olv
emen
t in
in
flu
enza
va
ccin
ati
on
co
mm
un
ica
tio
n e
ffo
rts
•C
on
tact
Kar
i S
apsi
s, N
IP O
C’s
infl
uen
za
imm
un
izat
ion
cam
pai
gn
pro
ject
man
ager
(e.g
., v
ia e
-mai
l, k
sap
sis@
cdc.
go
v)
Ad
dit
ion
al
Sli
de
s
Pre
pari
ng f
or
the
2004-2
005
Infl
uen
za S
easo
n:
Rec
ent
Su
rvey
Fin
din
gs
that
Nee
d t
o
be
tak
en i
nto
Acc
ou
nt
Rec
ent
Infl
uen
za V
acc
inati
on
Su
rvey
s
•H
ealt
hst
yle
span
el s
urv
ey, Ju
ne
2003,
•R
oper
AS
W/N
FID
tel
ephone
surv
ey, S
ept.
26-2
8,
•H
ealt
hst
yle
sR
econta
ctpan
el s
urv
ey, O
ctober
, n=
4,3
68
•A
ssoci
ated
Pre
ss-I
pso
sP
oll
, D
ec. 15-1
7, n=
1001
•H
arvar
d t
elep
hone
surv
ey #
1, D
ec. 12-1
6, n=
1,0
37
•H
arvar
d t
elep
hone
surv
ey #
2, D
ec. 17-2
1, n=
1,0
46
•H
arri
s In
tera
ctiv
e /
Wal
l S
tree
t Jo
urn
al o
nli
ne
surv
eys:
–D
ecem
ber
18
-22
, 2
00
3, n
=1
,79
2
–Ja
n. 6
-8, 2
00
4, n
=2
,37
8
Mo
st p
eop
le 6
5 a
nd
old
er g
et o
r a
re
incl
ined
to
get
an
in
flu
enza
vacc
inati
on
. . .
•82%
of
those
65 a
nd o
lder
sai
d t
hey
get
a v
acci
nat
ion (
vs.
5
6%
or
less
for
oth
er a
ge
gro
ups)
(R
oper
/NF
ID)
•85%
of
peo
ple
65 a
nd o
lder
had
bee
n v
acci
nat
ed (
46%
) or
pla
nned
to g
et v
acci
nat
ed (
39%
) (H
ealt
hS
tyle
s)
•P
eople
65 a
nd o
lder
wer
e m
ost
lik
ely t
o h
ave
rece
ived
an
infl
uen
za v
acci
nat
ion t
his
fal
l (7
5%
), v
s. 4
4%
of
peo
ple
b
etw
een 5
0 a
nd 6
4. (A
P/I
pso
sS
urv
ey)
•71%
of
peo
ple
65 a
nd o
lder
indic
ated
they
hav
e re
ceiv
ed a
fl
u s
hot
this
sea
son (
Har
var
d s
urv
ey)
(No
te:
No
ne
of
the
surv
eys
incl
ud
ed s
enio
r ci
tize
ns
liv
ing
in
nu
rsin
g
hom
es o
r oth
er c
are
faci
liti
es)
Mo
st p
eop
le b
elie
ve
they
are
wel
l in
form
ed
ab
ou
t in
flu
enza
an
d f
lu v
acc
inati
on
. . .
•A
Ro
per
/NF
ID n
ati
on
al
surv
ey f
ou
nd
:
–84%
sai
d t
hey
wer
e aw
are
that
flu
can
be
pre
ven
ted b
y v
acci
nat
ion
–9
4%
wer
e aw
are
that
flu
can
lea
d t
o h
osp
ital
izat
ion a
nd p
oss
ibly
dea
th
–7
7%
wer
e aw
are
that
hea
lthy p
eople
nee
d t
o g
et a
flu
vac
cinat
ion
–7
5%
wer
e aw
are
that
Dec
emb
er w
as n
ot
too
lat
e to
get
a f
lu v
acci
nat
ion
•M
ost
res
pon
den
ts i
n O
ctob
er 2
003 H
ealt
hst
yle
ssu
rvey
said
th
ey w
ere
“w
ell
info
rmed
” a
bou
t:
–W
ho
sh
ou
ld r
ecei
ve
an a
nn
ual
flu
vac
cin
atio
n (
68
%)
–A
bo
ut
the
vac
cine’
s ben
efit
s an
d r
isks
(62%
)
Esp
ecia
lly
peo
ple
65
yea
rs o
ld a
nd
old
er. . .
•87%
of
peo
ple
65 a
nd o
lder
sai
d t
hey
wer
e “w
ell
info
rmed
”
about
who s
hould
rec
eive
a fl
u v
acci
nat
ion, w
ith 8
4%
say
ing
they
wer
e “w
ell
info
rmed
” ab
out
the
vac
cine’
s ben
efit
s an
d
risk
s (H
ealt
hS
tyle
s)
•93%
of
resp
onden
ts 6
5 a
nd o
lder
in H
arvar
d s
urv
ey i
ndic
ated
that
the
“CD
C h
ighly
rec
om
men
ds
Adult
s 65 a
nd o
lder
” get
the
flu v
acci
ne
(Note
: 75%
of
the
resp
onden
ts 5
0-6
4 w
ere
awar
e of
the
reco
mm
endat
ion f
or
Adult
s 50-6
4).
•76%
of
resp
onden
ts 6
5 a
nd o
lder
sai
d t
hey
had
rec
entl
y r
ead o
r
hea
rd s
om
ethin
g a
bout
flu s
hots
or
vac
cine
in t
he
med
ia
rece
ntl
y (
Hea
lthS
tyle
s)
Most
Peo
ple
Bel
ieve
Infl
uen
za
is a
Lik
ely H
ealt
h T
hre
at
•M
any (
42%
) bel
ieved
that
som
eone
in t
hei
r house
hold
would
cat
ch t
he
flu t
his
win
ter
(Roper
/NF
ID).
•M
ost
(81%
) p
erce
ived
SA
RS
to b
e a
seri
ous
illn
ess,
but
nea
rly h
alf
(46%
) sa
id i
t w
as n
ot
as s
erio
us
as o
ther
s
vir
use
s li
ke
the
flu. (R
oper
/NF
ID)
•O
ver
all,
62%
of
resp
onden
ts w
ere
conce
rned
that
they
or
a
fam
ily m
ember
would
get
the
flu i
n t
he
nex
t th
ree
month
s
(and a
bout
19%
indic
ated
hav
ing t
he
flu i
n t
he
pas
t 12
month
s). (H
ealt
hS
tyle
s)
Mo
st p
eop
le w
ho
ch
oo
se n
ot
to g
et a
flu
va
ccin
ati
on
ha
ve
mo
re t
ha
n o
ne
rea
son
(H
ealt
hS
tyle
sF
all
Su
rvey
)
•26%
sai
d t
hey
did
not
nee
d a
flu
shot
•24%
cit
ed c
once
rns
about
alle
rgic
or
oth
er r
eact
ions
•23%
sai
d n
o h
ealt
h p
rofe
ssio
nal
had
rec
om
men
ded
•22%
sai
d t
hey
did
not
bel
ieve
they
wer
e li
kel
y t
o g
et t
he
flu
•18%
sai
d t
hey
did
not
thin
k t
he
illn
ess
cause
d b
y f
lu w
as
seri
ous
enough t
o g
et v
acci
nat
ed
•15%
sai
d t
hey
did
not
bel
ieve
the
flu v
acci
ne
was
eff
ecti
ve
•9%
sai
d t
hey
wer
e not
know
if
they
nee
ded
it
Hea
lth
Seg
men
ts:
Peo
ple
40
an
d o
lder
(Morg
an
an
d L
evy, 2002)
•“P
roact
ives
”(3
3%
/39%
) –
work
to s
tay h
ealt
hy, usi
ng h
ealt
h
info
rmat
ion, tr
ust
in d
oct
ors
, co
nvin
ced t
hat
dru
gs
wil
l hav
e posi
tive
effe
ct
•“
Fait
hfu
l P
ati
ents
”(2
6%
/21%
) –
no
t d
oin
g w
hat
th
ey s
ho
uld
,
lack
foll
ow
thro
ugh, tr
ust
doct
ors
and m
edic
ines
, pre
fer
spec
iali
sts
•“
Op
tim
ists
”(2
0%
/21%
) –
bel
ieve
they
are
in g
ood h
ealt
h, av
oid
med
icin
es, ex
erci
se, fa
tali
stic
wit
h r
espec
t to
bad
hea
lth o
utc
om
es,
trust
physi
cian
s
•“
Dis
illu
sion
ed”
(21%
20%
) –
gre
ates
t co
nce
rn i
s la
ck o
f
adeq
uat
e hea
lth i
nsu
rance
, fe
el a
lien
ated
fro
m p
hysi
cian
s, o
ften
lack
easy
acc
ess
to h
ealt
hca
re, co
nce
rned
about
side
effe
cts
and a
dver
se
reac
tions
Hea
din
g i
nto
2004-2
005, w
e le
ave
beh
ind
. . .
•“P
ast
Sea
son's
Flu
Wors
t in
4 Y
ears
” (W
ashin
gto
n P
ost
,
Apri
l 9)
•“C
DC
: F
lu S
easo
n n
ot
as b
ad a
s ex
pec
ted”
(Holl
and,
MI,
Sen
tinel
, A
pri
l 9)
•“F
luS
easo
n T
urn
s O
ut
to B
e F
airl
y T
ypic
al”
(Ass
oci
ated
Pre
ss, A
pri
l 9)
•“C
DC
: U
.S.
Flu
Sea
son T
ypic
al”
(Atl
anta
Journ
al
Const
ituti
on, A
pri
l 9)
•“F
lu S
easo
n w
as T
ypic
al”
(To
pek
a C
apit
al W
orl
d, A
pri
l 9
)
Flu
Com
mu
nic
ati
on
Pla
nn
ing G
oals
•T
o c
reat
e a
com
mon u
nder
stan
din
g o
f th
e
com
munic
atio
n i
ssues
and c
hal
lenges
fac
ing u
s.
•T
o i
ncr
ease
the
level
of
“sophis
tica
tion”
and
crit
ical
thin
kin
g u
sed t
o f
orm
ula
te c
om
munic
atio
n
pla
ns
and a
ctiv
itie
s w
ith r
espec
t to
infl
uen
za
vac
cinat
ion –
per
suadin
g p
eople
to c
hange
beh
avi
or
is u
suall
y hard
to d
o.
•T
o s
har
pen
and h
elp f
ocu
s th
e li
mit
ed r
esourc
es
we
hav
e to
do i
nfl
uen
za c
om
munic
atio
n.
Flu
Seaso
n 2
003-2
004
Co
vera
ge b
y M
ed
ia
New
sp
ap
er
Nati
on
al
3.3
7%
Wir
e S
erv
ices
11.7
4%
Tele
vis
ion
-
Lo
cal
11.1
9%
New
sp
ap
er-
Lo
cal
29.8
2%
Oth
er
18.9
4%
New
sp
ap
er-
Reg
ula
r
24.9
4%
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Do
cto
rs r
eco
mm
en
d/u
rge f
lu s
ho
t
0
100
200
300
Sept. 27- 27
Sep. 28-Oct. 4
Oct. 5-11
Oct. 12-18
Oct. 19-25
Oct. 26-Nov. 1
Nov. 2-8
Nov. 9-15
Nov. 16-22
Nov. 23-29
Nov. 30-Dec. 6
Dec. 7-13
Dec.14-20
Dec.28-Jan. 3
Jan. 4-10
Jan. 11-17
Fre
quency
ne
wsp
r
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Th
ere
will b
e p
len
ty o
f v
accin
e t
his
year
0
50
100
150
Sept. 27- 27
Sep. 28-
Oct. 4
Oct. 5-11
Oct. 12-18
Oct. 19-25
Oct. 26-
Nov. 1
Nov. 2-8
Nov. 9-15
Nov. 16-22
Nov. 30-
Dec. 6
Fre
quency
Fre
qu
en
cy
Flu
Se
as
on
20
03
-20
04
New
s M
essag
e –
Flu
seaso
n a
rriv
ed
earl
y
0
20
40
60
80
Oct. 5-11
Oct. 12-18
Oct. 19-25
Oct. 26-Nov. 1
Nov. 2-8
Nov. 9-15
Nov. 16-22
Nov. 23-29
Nov. 30-Dec. 6
Dec. 7-13
Dec.14-20
Dec. 21-Dec.27
Dec.28-Jan. 3
Jan. 4-10
Jan. 11-17
Feb. 8-14
Feb. 22-28
Feb. 29-Mar. 6
Mar. 14-20
Mar. 14-20
Fre
quency
ne
wsp
rd