Transcript Partner with Your Community to Communicate Risk

Partner with Your Community
to Communicate Risk
Frances D. Butterfoss, Ph.D.
R. Clinton Crews, MPH
Center for Pediatric Research
Eastern Virginia Medical School
Children’s Hospital of The King’s Daughters
Norfolk, Virginia
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Why Use Partnership Approach?
• Partnerships represent authentic voices of
both parents & health professionals
• Partnerships have credibility with community
institutions, media, legislators
• Partnerships actively advocate for priority
populations
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Principles of Effective
Community Partnerships
• Membership is inclusive - represents diversity
of community
• Ongoing planning, assessment & evaluation
of strategic initiatives
• Action & advocacy are equally important
• Information & decisions shared with members
• Members & leaders trained on health issues
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
6-Step Action Plan:
Vaccine Risk Communication
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Clarify vaccine safety issues
Identify key stakeholders
Educate stakeholders about issue(s)
Collaborate to create message
Use community voices to spread message
Evaluate and revise approach
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Step 1
Clarify Vaccine Safety Issues
• Keep abreast of safety issues
• Develop proactive vs. reactive approach
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Step 2
Identify Key Stakeholders
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Health care providers
Professional societies/associations
Health departments
Local coalitions
Vaccine company representatives
Community leaders
Consumers (e.g. parents)
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Step 3
Educate Stakeholders About Issue(s)
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Newsletter articles
Community forums
Educational conferences
One-on-one communication
Legislative advocacy
Speakers bureaus
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Step 4
Collaborate to Create Message
Shared decision-making to create
arguments, sound bites and educational
materials
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Step 5
Use Community Voices to Spread Message
• Schools - PTSs, PTDs, Booster Clubs, Newsletters
• Grassroots groups & civic associations
• Community Institutions - YMCA/YWCA, Boys &
Girls Clubs, Scouts, Cooperative Extension (4H)
• Community businesses - ads, flyers
• Faith Community - Bulletin inserts, Pulpit
messages, Health fairs
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Step 6
Evaluate and Revise Approach
• Involve members in collecting data &
interpreting results
• Use quantitative & qualitative methods
• Focus on quality improvement & best
practices
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Virginia Addresses
Vaccine Safety
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Project Immunize Virginia (PIV)
A public–private partnership dedicated to
increasing immunizations for vaccinepreventable diseases across the lifespan
and throughout the Commonwealth.
“Promote timely immunizations across the
lifespan”
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Virginia’s Vaccine Safety Issues
• Concern about negative media regarding
immunizations (Rotavirus and Thimerosal)
• Providers and patients receive mixed
messages about vaccine
• Advocates lack timely information about
vaccine issues
• Complex immunization schedules
• Vaccine handling
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
PIV Creates their Message
PIV and local coalitions adopted the
following as Virginia’s vaccine safety motto:
“Protecting Our Communities”
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
PIV Members Spread the
Vaccine Safety Message
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Developed newsletters for providers/patients
Conducted in-services & lectures
Convened statewide video-conference
Obtained Ambulatory Pediatric Association
grant to develop statewide provider training
manual and protocol
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Consortium for Infant & Child
Health (CINCH)
An inclusive & diverse community partnership
dedicated to improving the health & well being
of children and their families in
Hampton Roads, Virginia
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Vaccine Safety & Opposition
Myths & Miscommunication:
• Mildly ill children should not be immunized
• Certain immunizations & multiple administration
of vaccines cause harmful side effects
Action
• CINCH members educated physicians & parents
about true contraindications & side effects
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Immunize Our Most Important
Asset and Educate their Parents
Vaccine Safety & Opposition
Autism and Vaccines
Public interest focused on suggestion that (MMR)
vaccine may be linked to autism
Action
CINCH members used continuing education forums
to educate providers & distributed fact sheets on
autism to parents
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
CINCH Strategies for
Vaccine Risk Communication
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Annual Vaccine Issues Update for providers
Satellite courses/Telephone conferences
One on One education
Health Fairs/Faith Days
Legislative advocacy
Media campaigns
Letters to local newspaper editors
Flyers/Brochures
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH
Effective Partnership
Approaches to Vaccine Safety
• Monitor immunization legislation
• Assess attitudes & knowledge of
providers and patients
• Listen to community members
BUTTERFOSS, CREWS, LOUIS - 2000
CENTER FOR PEDIATRIC RESEARCH