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KY IZ Conference 2016: Letting Science Lead the Way to Social Media Success

Presented Nov 2016 KY Immunization Conference

Christine Vara

on 7 April 2017

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Transcript of KY IZ Conference 2016: Letting Science Lead the Way to Social Media Success

Letting Science Lead the Way To Social Media Success
Immunization Attitudes
Researchers surveyed 170 postpartum mothers and fathers.

72% of parents stated that they had vaccine preferences before conception.

77% of parents with previous children
66% among first-time parents.

Highlights importance of educating parents about vaccine importance before pregnancy.

Mom read something about Micheal Douglas and Val Kilmer having HPV-related oral cancer.
Dad thought the
HPV vaccine
was just for girls. Now they're wondering,

Do boys need HPV vaccine too?

Soon their son will be heading to college. They've heard about
meningococcal outbreaks
on college campuses. Will he need to be vaccinated? Is there more than one vaccine?

Are they the same or different?

A letter came from daycare stating that she still needs her MMR vaccine.

Isn't that the one we skipped because of concerns about autism?
Mom heard another mother mention how easy it is to get an exemption.

Should she just do that?
Dad saw something on the local news about a pertussis outbreak. She's pretty healthy but she has been developing a cough.
Should they be concerned? Could she be infected?

Social Media Monitoring:
Track online comments and social media activity to analyze sentiment.
Interact with customers.
Prevent viral campaigns by responding rapidly to customer concerns.
Be pre-emptive.

Be Where the Conversation Is:
Master the various social media platforms.
Deliver scientifically accurate & appropriate content where & when a consumer is seeking it. (Google keyword search, blogging, Facebook, YouTube, or related news articles).

Interacting Through Social Media:

Approach with caution. Lots of negative sentiment.
Responding to sentiments provides a platform & greater audience for more extreme viewpoints.
Opposition will lie along a spectrum.
Those who are ideologically opposed will not be persuaded. Opposition will likely intensify.
The target is the ambivalent individual susceptible to influence by a persuasive argument.

Listen to discourse
Ignore the extreme contributors
Address the concerns of the more moderate contributors.
Respectfully acknowledge concerns and respond with clear actions.
Demonstrating that concerns are being listened to.

The Social Media Landscape
Older Adults:
Grandma went to the pharmacy to get her
flu shot.
They asked if she wanted a
"high dose vaccine"

What's that? Does she need it?

While there they asked if she wanted a
pnuemococcal or shingles vaccine
wondered how she can find out if she needs these vaccines too.

Grandpa is battling cancer and undergoing
radiation and chemotherapy,

He's worried about getting the
flu or pnuemonia
Would it help if the rest of
the family got vaccinated?
Or would that put him at greater risk due to something he read about called
New parents have an opinion about vaccines before they conceive.
"Development of Vaccine Preferences in Parents of Newborns"
James N Yarnall, MPH, University of North Carolina School of Medicine, Chapel Hill, NC and Jacob Lohr, MD, UNC Hospitals, Chapel Hill, NC
Study of Parental Vaccine Preferences
Presented at AAP National Conference
(Oct, 2015)
Immunization Attitudes among Parents of Children Age 6 Years and Under:
Results of SpringStyles Survey
Allison Fisher, MPH
Slides from HCSO Partner Call
August 25, 2015
They are actively seeking vaccine information before their vaccination visits.
While health care providers appear to be the #1 source of information (82%), parents are heavily relying on family members to include the child's other parent (combined 76%).
Yet, what they perceive is not actually supported.
Vaccination is a Lifelong Consideration
As new issues arise
(we get older, disease outbreaks occur, policies change, new vaccines come to market)
it is our responsibility to make sure people know where to find evidence based information.
Jump on in…

KY Immunization Conference, Nov. 2016
Use Evidence-Based Content
Start with Content You Already Have
Share Content From Reputable Sources
Encourage Engagement
Share Compelling Images & Videos To Convey Complex Information
Utilize Personal Narratives To Boost Social Sharing
It May Not Be Truthful,
But It Can Be Persuasive.
There's a Conversation
Going On Out There...
Social Media is the Key
Growth, Outreach & Engagement
Nurturing the Social Media Seed Until It Blossoms...
Set Up Your Accounts, But Don't Go Overboard

Follow Other Immunization Accounts & Engage With Them to Build Awareness of Your New Platforms

Encourage Partners, Stakeholders and Others to Like Your Pages and Ask Them To Invite Others to Follow As Well

Give Credit to Others When You Share Their Content

Cross Promote Your Social Media on Your Own Sites & In All Your Print Materials

Promote Yourself (Guest Blogs, Articles, Local Press)

Find a Few Bucks to Advertise (Wisely)

Study Your Analytics - It is Critical to Growth

Run Contests/Promotions to Encourage Engagement

Collaboration Creates Opportunities for Greater Exposure
Engaging Vaccine Advocates
Personal stories are powerful!
Legislators are influenced by "public opinion".
Public Vaccine Advocates Can Play an Important Role in Persuading Public Opinion
Peer to Peer communication is often well received.
#TeamVaccine can always use a few more players!
Don't Be Afraid To Reach Out to Develop Local Advocates
Find What Interests Your Followers
Where In the World???
Vax Maine Kids
Facebook Engagement

Immerse yourself in the online conversation.

Follow me on Twitter @ShotofPrev
Subscribe to our Shot of Prevention Blog.
Like the Vaccinate Your Family Facebook Page.
Sign up for Every Child By Two's Daily Clips by sending an email to info@ecbt.org.

Contact me at

CS Mott Children's Hospital.
National poll on children's health. July 6, 2015
Immunization Attitudes Are Often Influenced By:
Media coverage of local, national & global disease outbreaks.
Severity of the most recent flu season.
State vaccine mandates & exemption policies.
Commentary from political candidates & celebrities.
Personal experiences of side effects from previous vaccines.
Medscape Vaccine Acceptance Report: Where Do We Stand?
Susan B. Yox, RN, EdD; Laurie Scudder, DNP, NP; Laura A. Stokowski, RN, MS | August 26, 2015
Parents surveyed May 2015: Asked opinions about benefits & safety of vaccines, compared to 1 year ago.
Providers surveyed July 2015: Asked what changes they've seen in regard to acceptance of vaccines.
Surge in Google searches of measles related content.
Other Popular Blog Views:
Explaining Measles Outbreak Despite High Vaccination Status (Sept. 2013)
Measles Outbreaks Are Concerning Even to Vaccinated (March 2014)
Family Exposure to Measles Reveals Importance of Herd Immunity (Feb 2015)
Preteens & Teens
Childhood Immunizations:
First-Time Expectant Mothers'
Knowledge, Beliefs, Intentions, and Behaviors
Judith Weiner, PhD, Allison Fisher, MPH, Glen Nowak, PhD, Michelle Basket, BS, & Bruce Gellin, MD, MPH
CDC Childhood Immunization Partner Communication Call
August 25, 2015

75% plan to vaccinate on schedule
10.5% already planning to space out vaccines
Another 10.5% undecided
Understanding what influences expectant mothers' vaccine decisions guides content decisions on our social media platforms.
Seeking information about vaccine risks?
Google search results will deliver:
more websites that perpetuate vaccine myths
more websites that recommend against vaccination
(as compared to parents seeking info about benefits of vaccination)

Suggests search term valence can lead to online information that supports concerned parents' misconceptions about vaccines.
And We Get What We're Looking For
We Let Our Fingers Do the Walking
Understanding Vaccination Resistance: Vaccine Search Term Selection Bias and the Valence of Retrieved Information, Vaccine, 2014
Ruiz JB, Bell RA, http://www.ncbi.nlm.nih.gov/pubmed/25176640OB)
Presented by Christine Vara
Strategic Communications Consultant
Social Media Manager, Every Child By Two

Conversations With A Healthcare Provider
How to handle vaccine hesitancy?
Confronting vaccine hesitancy is not a one-size-fits-all proposition.
Different strategies might work with different people.
Concerns may differ depending on whether the vaccine is for an infant, adolescent or adult.
Almost half of clinicians provide information about the disease the vaccine is intended to prevent.
One fourth offer alternative vaccine schedules when requested.
Relatively few clinicians (8%) refusing to see non-vaccinating families.

STUDY FINDS: When comparing two approaches to addressing the MMR vaccine-autism myth
Disease-risk intervention (talking about risks and showing images of children with measles) more effective in changing attitudes than
Autism correction intervention (explaining why the MMR-autism link is invalid).
Parents who adopt alternative schedules typically fall into 4 subgroups based on their decision-making approaches:
1. “Dr Sears” schedule
2. shot-limiting approach
3. selective delay or decline
4. visit-by-visit decisions
5. refusal of all vaccines

Communications that acknowledge and address these approaches may be better able to engage parents and enhance the process.

A trustworthy parent-physician relationship is crucial for vaccination decisions of parents.
82.7% of 1101 participants had a generally positive view concerning childhood vaccination.
25.1% refused at least one of the recommended vaccinations.

Confidence in vaccinations was significantly influenced by
Education (lower confidence at higher levels of education)
Gender (higher confidence in females)
Trust in physician
Smooth vaccination procedure
Information about vaccine risks

Most important predictor of vaccine compliance were in receiving information about
vaccine benefits

Parent-Provider Relationship &
Vaccine Safety Perceptions
The impact of the parent-physician relationship on parental vaccine safety perceptions.
Kundi M, Obermeier P, Helfert S, et al. Curr Drug Saf. 2015;
Survey indicates that parents want to receive balanced information about
benefits and risks

associated with vaccines
Medscape’s 2015 Vaccine Acceptance Report: Survey of providers related to vaccine hesitancy.
Most favorable strategy:
Asking about specific concerns, and answering those concerns with evidence.
Delayed Vaccination Schedules
It's All About Control
(...and vaccine safety, exposure to ingredients, perceived disease risk, immune system burden...)
Parents' Choices and Rationales for Alternative Vaccination Schedules:

A Qualitative Study CLIN PEDIATR 2015; 54:3 236-243
Physician Response to Parental Requests to Spread Out the Recommended Vaccine Schedule
[Pediatrics 2015; 135:4 666-677] - Includes strategies and their effectiveness
In a typical month, 93% of providers report some parents of children under 2 yrs have requested to spread out vaccines.
21% reported that more than 10% of parents made this request
40% reported that this issue decreases job satisfaction
Every Child By Two
Broadened Their Mission
Vaccines Throughout The Lifespan
Introduced "Vaccinate Your Family" Program Dec 2015
From an Emphasis on the
Safety of Childhood Vaccines
From Vaccinate Your Baby...
to Vaccinate Your Family
to a Emphasis on the Dangers of Disease
at Every Stage/Age of Life
Prior research suggests it is difficult to persuade vaccination skeptics.
Direct attempts focusing on addressing vaccine myths can backfire and reinforce fears.

This study found that focusing on the risks of NOT vaccinating was more effective in changing attitudes (especially among those most hesitant).

This intervention outperformed another aimed to undermine widespread vaccination myths.

This suggests focusing on dangers of disease and the use of personal narratives detailing experiences with VPDs.
It's about the risks of NOT vaccinating.
Countering Antivaccination Attitudes

Our Focus Transitioned to the:
Dangers of Disease & the Power of the Personal Narrative
Every Child By Two eBook
of Childhood Vaccine Preventable Diseases
Countering Vaccine Hesitancy
It's not just about the risks of vaccinating.
PreTeens & Teens
Landing Page
Disease Landing Page (HPV)
Disease Landing Page
Personal Stories Highlighted
on Each Landing Page
Evidence-based decision-making procedures & recommendations. (ACIP, NVAC)

Controlled processes for licensing/monitoring vaccine safety & effectiveness. (VAERS)

Educate the public about how vaccine safety is constantly assessed & assured.

Disease surveillance.

Transparency in vaccine safety/quality issues.

Dr. Jekyll or Mr. Hyde? (How) the Internet influences vaccination decisions: recent evidence and tentative guidelines for online vaccine communication.
Vaccine. 2012;30:3723-3726. Betsch C, Sachse K.
http://www.mdpi.com/2076-393X/1/3/204 /htm
Study Indicating the Factors Associated With Improved Public Confidence in Vaccines
Evidence that we need to further educate the public about the following:
We apply these priorities to our Social Media platforms: Facebook, Twitter and the Shot of Prevention Blog.
Petition Against Media's Obsession with False Balance
What Happens When #JennyAsks?
Prior research suggests it is difficult to persuade vaccination skeptics.
Direct attempts focusing on addressing vaccine myths can backfire and reinforce fears.

Studies have found that focusing on the risks of NOT vaccinating was more effective in changing attitudes (especially among those most hesitant).

This intervention outperformed another aimed to undermine widespread vaccination myths.

This suggests focusing on dangers of disease and the use of personal narratives detailing experiences with VPDs.
It's about the risks of NOT vaccinating.
Countering Antivaccination Attitudes

Countering Vaccine Hesitancy
Studies have found it's not just about the risks of vaccinating.
Follow #StateoftheImmUnion on Facebook & Twitter
Blog Posts Highlight Personal Stories
Facebook Posts



Social media has changed the way we interact with one another and how we get news and information.

Social Media Strategies to Help Change Societal Norms & Immunization Attitudes
Facebook follower sent letter she received from Dr. Jay Gordon
(well known celebrity dr & vaccine critic).
Letter stated "measles not dangerous", "no risk to healthy child".
Prompted a Shot of Prevention blog post which suggested people use the Twitter Hashtag #NoWayDrJay.
Dr. Gordon began to respond through Twitter, email & blog comments.
Spook the Flu Contest
Parents sent in photos of their costumed cuties along with a catchy flu-related tag line.

Pictures and captions were shared on our Facebook page over the course of the month of October.

The image with the most "likes" and "shares" won an Amazon gift card.
Don't let the Dark Side win. Get your flu shot!
Fairy dust won't keep us healthy, but flu vaccines can
Avengers assembled during flu season, protected with a shield of their flu vaccines.
Pertussis Prevention: Across the Lifespan
Detailed Infographic
Vaccinate Your Family Web Design
Twitter Formatted Image
Formatted Image
Launch Ad & Video
How to Get Started
Set Your Policies & Learn Best Practices
Overcome the Obstacles
Despite acknowledging importance of social media, only 1/4 of immunization professionals we surveyed are active on social media.

My organization is engaged in social media 22%
No one designated to work on social media 17%
Not sure what to create 11%
Not enough time 15%
Not allowed to access social media 9%
Not enough money 8%
Doesn’t fit into our current work strategy 2%
Not sure how to get started 12%
Other 3.37%

Organizations are not engaged for a variety of reasons.

"Speak the local language."
Have someone in your organization write about their expertise and seek to have it published.

Collaborative Projects:
Reach out to an expert and see if they will work with you on a joint project.
Facebook Forum
Twitter Chat
Blog Relay
Instagram Photo Contest/Series
Q&A Videos
Don't be afraid to try new things.
Personal Stories Are Powerful
Dr. Bakke's Pertussis Story
"Brady's Battle" with pertussis went viral with over 1 million views
Flu Stories
“Summer Sightings” Contest
Generated Active Participation

Social media is constantly changing and evolving.
Full transcript