Racial and Ethnic Adult Disparities in Immunization Initiative (READII)

1. Racial and Ethnic Adult Disparities in Immunization Initiative (READII) Tamara J. Kicera READII Project Coordinator Immunization Services Division National Immunization Program Centers for Disease Control and Prevention

2. Soliciting Public Input • Difference between help with Implementation vs. Decision-Making • READII projects were largely about engaging partners to implement intervention strategies known to be effective

3. Overview • Background on READII project • Preliminary findings, lessons learned • Next steps • Rochester’s Experience: Key message – starting/funding something new isn’t always necessary

4. We’ve Been Busy! • Project Genesis – Spring 2002 • HHS Support – July 31st announcement • Partners engaged: CMS, HRSA, AoA, AHRQ • Funds awarded; Demonstration sites began to identify stakeholders, Develop Community Plans

5. Getting started… • State/local health departments had to obligate funds quickly • Programs had little/no adult infrastructure in place • Smallpox activities began; Immunization/Health Department personnel asked to respond • 2002-2003 Influenza season was upon us

6. What’s happening… • Sites and Agencies have formed new, important partnerships; Engaged their communities • Infrastructure needs/gaps are better understood • Evidence-based interventions are underway • Evaluation efforts are planned to look at both outcome and process measures • Formative research is generating ideas for targeted health education messages to patients and providers, including media campaigns • READII activities have been widely publicized

7. Provider Tool Kit CDC Director Julie L. Gerberding holds up the READII Provider Tool Kit at a press conference. PHOTO CREDIT: Evan Vucci--AP

8. What’s happening… (cont.) • Sites and Agencies have formed new, important partnerships; Engaged their communities • Infrastructure needs/gaps are better understood • Evidence-based interventions are underway • Evaluation efforts are planned to look at both outcome and process measures • Formative research is generating ideas for targeted media campaigns, health education messages to patients and providers • READII activities have been widely publicized

9. What are we learning? • Every year presents new challenges! • Duplicating childhood successes for adults may need new methods, interventions, partnerships • Providers’/Health Professionals’ attitudes about immunizing adults requires additional study/efforts • Change of this magnitude takes time

10. Mid-Course Review Meeting – March 9-10, 2004 - Goals • To review and discuss successes and challenges thus far in the project with each other; • To allow discussion of issues and challenges with CDC, partners and invited panelists; and • To share site-specific project information with senior officials from HHS and other partners.

11. What’s Next? • Programmatic activities end December 31, 2004; Evaluation activities begin in earnest January 2005 • 2003-2004 flu season experience is presenting opportunities… • Sites’ experiences are/will be valuable to future efforts – both programmatic and research efforts • Dissemination of findings; Replication?

12. READII ROCHESTER Community Action Plan Christine Long, M.P.H. The Center for Rochester’s Health A collaboration of the University of Rochester and the Monroe County Department of Public Health

13. Outline • Community Action Plan components • Community Advisory Board • Community Based Organizations • Communications • Targeted Projects • Vaccine Providers • Actions and Accomplishments • Assessment

14. Communications Targeted Projects Community Based Organizations Public VaccineProviders READII RochesterCommunity Action Plan Primary Care Practice Intervention

15. Community Advisory Board Members • Community Based Organizations • Urban League of Rochester • Ibero American Action League • Economic development groups • Senior Organizations • Coalition of African American Churches • Influenza vaccine providers • Health care providers from Primary Care Sites • Insurers, Medical Society, Primary Care Network • Health Department immunization unit

16. READII RochesterCommunity Action Plan Goal • Messages endorsed by African American community: • Adult vaccines are important and needed • Racial and ethnic disparities exist • Direction on where and how to get vaccines

17. Community Advisory Board • Approved all intervention plans • Made specific recommendations • Use existing organizations to spread message on adult vaccines • One to one, or small group format is best • Be patient • Volunteered their organizations • Volunteered as speakers (churches, media)

18. Community Based Organizations CBO’s provided: Outreach and education to own constituents e.g.: foster grandparents, case management clients, Head Start READII team provided: Low literacy cards and brochures; Training for CBO staff on culturally competent delivery of vaccine information

19. Community Based Organizations • 23 staff from 12 CBO’s participated in outreach training on adult vaccines and cultural competency • 10 CBOs reported on activities • Improvement needed: • Engage Hispanic American Community • Engage more CBOs from other parts of city

20. Communications Summer campaign: Any time of year is the right time to talk to your doctor about vaccines Television and newspaper articles Fall campaign: Protect your loved ones, protect yourself Television and newspaper articles Paid radio spots and transit ads

21. Lessons from the Community Action Plan • Interpersonal approach worked best • CBOs • Church outreach • Senior housing • African Americans in Rochester did not respond to national media-created flu vaccine emergency • Need to better evaluate media treatment of flu news and non-traditional communication strategies

22. Lessons continued • Success of Community Advisory Board linked to specific tasks, easily incorporated into usual activities • Trusted members of community giving information about vaccines • Low pressure education on vaccines

23. Questions?