HPV Vaccine Promotion in Minnesota Sydney Kuramoto, MPH MIIC Operations Unit Minnesota Department of Health September 30, 2014

HPV #1 Vaccination Rates NIS-Teen Females 13-17, Minnesota vs. US, 2010-2013 100.0 90.0 80.0 70.0 60.0 50.0

40.0 30.0 20.0 10.0 0.0 MN

US

2010

MN

US

2011

MN

US

2012

MN

US

2013 2

HPV #3 Vaccination Rates NIS-Teen Female 13-17, Minnesota vs. US, 2010-2013 100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 MN

US 2010

MN

US 2011

MN

US 2012

MN

US 2013 3

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Statewide reminder postcards  Households with 11-12 year olds  Addresses from Minnesota Immunization Information Connection (MIIC) with Westlaw updates

Results  

121,717 sent 9,833 returned (8%)

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Regional reminder mailings     

2 MIIC Regions Households with 11-17 year olds Addresses from MIIC with Westlaw updates Client-specific letters Results  2 rounds complete  45,030 letters sent  Return Rate: 10%

Immunization Reminder Phone Calls  Remaining households with 11-12 year olds  Teletask Integrated Autodialer System

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

School Space Media  29 metro-area high schools (high-attendance games)  Successive digital messages

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

State high school sports tournaments  Basketball (b/g), hockey (b/g), wrestling, football  Program print ads, in-arena ads, PA announcements, exhibit tables  Broadcast affiliate advertising  Close the Door to Cancer (CDC) PSA  Banner ads on station website

Hockey dasherboard ad

Basketball courtside display

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Social media  Follow-up to postcard mailing- Facebook and Twitter  Later March – Facebook and Twitter Making the game-winning shot is hard. Getting vaccinated is easy. Do something easy today—get vaccinated! www.health.state.mn.us/vax4teens

 August- National Immunization Awareness Month 

Facebook and Twitter posts during adolescent week

Images for social media posts

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Diverse media placements  Radio PSAs in Hmong, Khmer, Vietnamese, Oromo, Somali, Amharic, Spanish, and Tagalog  Print materials for American Indian, Spanishspeaking, Hmong, African-American, and African-born (Somali, Liberian, Ethiopian) audiences Sample ads

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

Statewide Advertising

 Minnesota Newspaper Association  Weekly newspapers • Public awareness  Star-Tribune • Provider education  Banner Ads • Assess. & feedback  Real-time targeting • Provider videos  Weather Channel Website • Adolescent PPHF grant  Rural zip codes  Facebook • Assess. reports  Start to Success program • Evaluation • Lessons Learned • Future Plans

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Minnesota State Fair  Largest state fair (by average daily attendance) in the U.S.  Dedicated exhibit, participation in Prep Day

MDH exhibit space Photo from Minnesota Daily

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Provider education  On-demand webcast, 11 lectures, 9 in-services  CME/CE credit provided

Assessment & feedback  Quality improvement planning at in-services  Webinar follow-up after adolescent AFIX visits

MDH activities

Provider education locations

• HPV PPHF grant • Stakeholders • Reminder/recall

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Bemidji

• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Morris Evaluation Willmar Lessons Learned Montevideo Future Plans Glencoe

Duluth (3)

Marshall (2)

Rochester

St. Cloud Minneapolis St. Paul

Pipestone Southwest Region Audioconference Lecture

Inservice

New Ulm Mankato Fairmont Special appearance

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

www.wevaxteens.org

Video Series for Health Care Providers: It’s Effective

HPV Vaccine Video for Health Care Providers Link

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Adolescent assessment summary report Missed opportunity measure in development Tdap, MCV4, and HPV client followup capacity added to IIS

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Evaluation  Reminder/Recall  Mail Sent  Return Rates  Autodialer  Public Awareness  Impressions  Attendance  Clicks on Banner ads  Provider Education/AFIX  Attendance  Materials  Immunization Rates

Rate changes to date All children 11-12 y/o in MN 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

65% 54% 33%

31% 21% 10%

HPV #1

47%

16%

HPV #2

4%

8%

HPV #3

February 2014

MCV4

August 2014

Tdap

Rate changes to date Children 13-17 y/o in the 2 participating MIIC Regions 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

77% 79%

54% 46% 29%

34%

HPV #1

21% 24%

HPV #2 March 2014

14% 17%

HPV #3 August 2014

MCV4

Tdap

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Lessons Learned  Reminder/Recall  Handling return mail for statewide efforts  Budget more time for Autodialer set up  Public Awareness  Don’t be afraid of social media  Be creative with outreach efforts  Provider Education/AFIX  Partner with someone to drive attendance  Utilize facilitator during in-services  Large lectures were more worthwhile

MDH activities • HPV PPHF grant • Stakeholders • Reminder/recall

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• Public awareness • Provider education • Assess. & feedback Provider videos Adolescent PPHF grant • Assess. reports Evaluation Lessons Learned Future Plans

Future Plans  Reminder/Recall  Regional level  IIS regional coordinators  Public Awareness  Web  Social media  Diverse Media  Provider Education/AFIX  Physician-led lectures

[email protected] www.health.state.mn.us/immunize www.vax4teens.org (public) www.wevaxteens.org (providers)

Program manager

[email protected] (Margo)

Stakeholder engagement

[email protected]

Statewide reminder/recall

[email protected]

Public awareness

[email protected]

Provider education/AFIX

[email protected]