The document discusses strategies for increasing influenza vaccination rates among 18-25 year olds in Virginia. It outlines research that was conducted, including a focus group and survey. The research found that parents are a key influence on young adults getting vaccinated. It recommends a two-pronged approach - a digital campaign using social media like Facebook, Twitter and Pinterest targeting both parents and 18-25 year olds, as well as a physical campaign partnering with colleges to provide convenient vaccination locations on campus. The goal is to increase vaccination rates among 18-25 year olds in Virginia to 40% by 2015. It provides details on implementation, evaluation metrics, and a proposed budget of $26,925 for the initial 4 month campaign

1.  
Anna Galian, Keiko Hoen, Matt Rosenthal, Sean Mohan
Illustrating the benefits of the flu vaccination
The estimated number of
flu-associated illnesses
prevented by the flu
vaccination during the
2012-2013 season:
million
AZ
million
The estimated number of
flu-associated medical visits
prevented by vaccination
during the 2012-2013
season:
The estimated number of
flu hospitalizations
prevented during the 2012-
2013 season:

2. o Current Situation
o Overall Digital Strategic Plan
o Primary Research Process
o Focus Group
o Survey
o Recommendation
o Strategy & Execution
o Implementation & Evaluation
o Conclusion

3.  Influenza Vaccination Rates (6 months and older)
 US 45%
 VA 49.4%
 Influenza Vaccination Rates (18-49 years old)
 US 31.1%
 VA 37%
 Target Market ages 18-25
 Working Professionals
 College Students (534,000 students in VA)
363,000 students
not receiving their flu shot every year

4. TV Advertisement
• Get Vaccinated
• Cartoon with message
about protecting others
• Ineffective message for
target audience
Radio
• Target audience (18-25) listens to less radio than other generations
• Use other streaming audio services or personal music collections
• Less persuaded by radio advertising

5. Virginia Department of Health ranked
34th of 45 State Health Departments
in their utilization of social media

6. Facebook
• Only for healthcare professionals
• No page for general public
• Missing channel with largest segment
of internet users
Twitter
• 650 Tweets, Following 255, Followers
1,195
• Mostly government officials and
news stations
• Not reaching 18 – 25 demographic
YouTube
• 79 subscribers
• CDC has 18,334
• 32 Videos
• 76,126 views
• “No Flu 4 U!” video has 44 views

7. What are traits of VDH’s
target audience?
Which digital platforms
should VDH use?
How can VDH engage the
target audience?
What are VDH’s goals?
• High social technology behavior
• Seek convenience and ease of use
• Value sense of belonging
• Generate awareness of
importance of flu vaccine
• Increase flu vaccination rate
among 18 – 25 year olds
• Consistent theme to inspire
action
• Specific message tailored to
various audiences
• Social Media: Facebook
Twitter, Pinterest, YouTube
• Landing page with more
information
(Charlene Li, Groundswell)

8. Glocalization
“The adaptation of a product or service specifically to each
locality or culture in which it is sold”
Global Goal with Localized Message

9. Who uses this platform? What do we want to do?
Facebook
• 67% of internet users
• Mostly even across
age groups
• Public-facing page
• Encourage sharing
• Targeted advertising
Twitter
• Frequent reminders
• Informational facts
• 16% of internet users
• Primarily younger
Pinterest
• Related topics
• Visual content with
information
• 15% of internet users
• Mostly female,
skewing younger
YouTube
• Informational videos
• Sharable for other
platforms
• 58% of internet users
• Somewhat even
across age groups

10. Focus Group
Survey
Strategic
Recommendation
Key Insights
Key Insights

11. Participants
•Five males, two
females all between
18-22
•Four seniors, one
junior, two freshmen
•Varying majors/fields
of study
General Questions
•Knowledge about flu
shot
•General reasons
for/against getting a flu
shot
•Sources of information
•Reactions to past
Facebook Ads
Actual Behavior
•5/7 got flu shot last
year
•Reasons/motivation
for not getting flu shot
•Reasons/motivation
for getting flu shot
Key Insights
•Key Barriers
•Key Sources of Influence
•Potential Strategies

12. Key Motivators
• Sense of Trust
• Convenience
• Parental Influence
Key Barriers
• Apathy
• Inconvenience
• Forget to get one
• Anti-vaccine campaigns
• Fear of contracting flu
• Fear of needles

13. Tested two main concepts, developed from
key focus group insights and secondary
research about target market.
Parental
Influence
Fear of
Missing Out
(“FOMO”)

14. Ad 1: Parental Influence Ad 2: Fear of Missing Out (“FOMO”)

15. 3.07
3.04
2.8
2.85
2.9
2.95
3
3.05
3.1
3.15
3.2
Parents FOMO
Comparison of Ad
Ratings
1 = Definitely Won’t, 5 = Definitely Will
• Both ads received marginally
favorable ratings
• No apparent differences in
response to the two ads
• How can we use this data to
develop a strategic
recommendation that:
• Resonates with the target
market?
• Inspires Action?
• Dig deeper into data to
uncover trends

16. “After viewing the message on the
preceding page, how likely are you
to get a flu shot next year?”
1 = Definitely Won’t, 5 = Definitely Will
2.14
2.88
1.9
2.1
2.3
2.5
2.7
2.9
3.1
Men Women

17. 1 = Definitely Won’t, 5 = Definitely Will
“After viewing the message on
the preceding page, how likely
are you to get a flu shot next
year?”
2.92
2.5
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
3
Men Women

18. Parental
Influence Ad
Resonated
with Women
“FOMO” Ad
Resonated
with Men
Strategic
Recommendation

19. INSPIRE
ACTION
(ages 18-25)
Parents
4 in 7 students indicated that
they didn’t get their flu shot until
their parents reminded them to
18 - 25
Directly communicate with target
market to increase vaccination rates
Only 37% of 18 – 25 year olds
are vaccinated each year
Digital
World
Physical
World

20. Key Insight: Parents are the one of the key drivers for children to get vaccinated
Digital World
• Facebook Ads
• Twitter
• Pinterest
• Present the facts
Physical World:
• Encourage children to get flu shot

21. Key Insight: Parents are the one of the key drivers for children to get vaccinated
Pinterest
Visual Content
TWITTER
Sharing the facts
Immunizations save 2.3
million children each year.
Remind your family to get
their flu shot today!

22. Protect your family from the flu!
Remind everyone to get vaccinated
this flu season.
FACEBOOK
A Friendly Reminder
Keep your family healthy
Encourage your kids to get their
flu shot today

23. Digital World
• Facebook Ads
• Twitter
• Concept: FOMO
Physical World:
• Increase vaccination rates among
target market to 40% by focusing
on college students in VA
Key Insight: Target market is motivated to change behavior due to “fear of missing out”
• Convenient location on-campus
• Half a million college students in VA
Partner with College Health Centers to
spread awareness and access target market

24. Never miss out…
…with the flu vaccine
Share where you got your flu
shot &DON’T MISS OUT on a
chance to win a free GoPro!
See if your college is participating
CONNECT. SHARE. WIN.
VDH Certified
Richmond, VA

25. Evaluation using measurement tools
December
Launch the campaign
September to December Social platforms and vaccinations in Colleges
Tests and Evaluation of the Ads in Facebook & Agreements with Colleges
Late August Adjust parents campaign based on results

26. Facebook:
Facebook report
Number of Clicks on
the Ads
Twitter:
Report from
“tweetreach”
Number of retweets
Pinterest:
Pinterest analytics
Number of Pins
Utilize Social Media
Management Tool
(hootsuite)
Number of Visits to
the Landing page
Vaccination Rate
Among Target Market

27. • Facebook ads cost
• Lifetimebudgetfor 4 months
• Per clickto VDH website
• Cost for domain name (landing page)
• Incentives. Ex: GoPro
• Giveaway 1 each month
• Monitor Twitterwith“tweetreach”
analysis
• Facebook and Pinterest have no
directcost
Current budget: $100,000
Facebook Ads $24,000
Landing Page $30 per
year
Incentives $400*4 =
$1600
Twitter
Analysis
$324*4 =
$1296
TOTAL $26,925

28. Overall Strategy: Glocalization
Strategic Recommendations
Digital
Communications
to Inspire Action
Two-Pronged
Marketing
Approach
Key Research Insights
Increase
Vaccination
Rate to 40%
by 2015

29. Questions?

30.  Part of target market are not in college
o Focus on an activity or organization that they all enjoy
o Sport Leagues - active demographic who care about
health
o River City Sports & Social Club - 3,000 participants yearly

31. Out of Office Days Add up
Don’t let the flu decide your sick days for you

34. 2.71
2.65
2.4
2.45
2.5
2.55
2.6
2.65
2.7
2.75
2.8
2.85
2.9
Under 21 21 Or Older
FOMO Ad By Age (Excluding 0 & 5 Outliers)
2.78
2.17
2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
3
Under 21 21 Or Older
Parents Ad By Age (Excluding 0 & 5 Outliers)

37.  Social media has improved analytics
 Social media is mobile media
o The Pew Research Center has found that “nearly two-thirds (63
percent) of cell phone users now use their phone to go online,”
 Visual media refers to photos, infographics and imagery found
on social networks such as Pinterest and Instagram.
o Visual content receives 94% more views
 Transmedia and cross channel storytelling

38.  http://vimeo.com/61580880