vdh flu vaccine presentation
DESCRIPTION
A group presentation outlining a digital strategy to help the Virginia Department of Health (VDH) increase the flu vaccination rate among 18-25 year olds in Virginia, as well as an overall digital strategy to help the VDH connect with Virginia residents.TRANSCRIPT
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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:
6.6 million
AZ
3.2 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:
79,000
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Agenda o Current Situationo Overall Digital Strategic Plano Primary Research Process
oFocus GroupoSurvey
o Recommendationo Strategy & Executiono Implementation & Evaluationo Conclusion
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Current Situation 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
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Current Traditional Media
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
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Current Digital Strategy
Virginia Department of Health ranked 34th of 45 State Health Departments
in their utilization of social media
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Current Digital Media
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
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4-Step Planning Process to Build a “Groundswell” Strategy
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)
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Overall Digital Strategy
Glocalization“The adaptation of a product or service specifically to each
locality or culture in which it is sold”
Global Goal with Localized Message
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Channel StrategyWho 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
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Primary Research Process
Key Insights
Key Insights
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Focus GroupParticipants
•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
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Key Insights from Focus Group
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Survey ResearchTested two main concepts, developed from
key focus group insights and secondary research about target market.
Parental Influence
Fear of Missing Out (“FOMO”)
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Advertisements Tested in Survey
Ad 1: Parental Influence Ad 2: Fear of Missing Out (“FOMO”)
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Survey Results
Parents FOMO2.8
2.85
2.9
2.95
3
3.05
3.1
3.15
3.2
3.07
3.04
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
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Ad 1: Parental Influence“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
Men Women1.9
2.1
2.3
2.5
2.7
2.9
3.1
2.14
2.88
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Ad 2 – Fear of Missing Out (“FOMO”)
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?”
Men Women2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
32.92
2.5
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Implications of Survey Results
Parental Influence Ad Resonated
with Women
“FOMO” Ad Resonated with Men
Strategic Recommendation
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Overall Recommendation
INSPIREACTION
(ages 18-25)Parents
4 in 7 students indicated that they didn’t get their flu shot until their parents reminded them to
18 - 25Directly communicate with target
market to increase vaccination rates
Only 37% of 18 – 25 year olds are vaccinated each year
Digital World
Physical World
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Strategy {Parents}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
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Execution {Parents}Key Insight: Parents are the one of the key drivers for children to get vaccinated
Pinterest Visual Content
TWITTERSharing the facts
Immunizations save 2.3 million children each year. Remind your family to get their flu shot today!
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Example Ads to Parents
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
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Strategy {18 – 25}
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
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Landing Page 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
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Implementation
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Measurement
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Budget for Digital Strategy
• Facebook ads cost•Lifetime budget for 4 months
•Per click to VDH website
• Cost for domain name (landing page)
• Incentives. Ex: GoPro• Giveaway 1 each month
• Monitor Twitter with “tweetreach” analysis
• Facebook and Pinterest have no direct cost
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
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Conclusion
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Questions?
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What about ages 22-25? Part of target market are not in college
oFocus on an activity or organization that they all enjoyoSport Leagues - active demographic who care about
health oRiver City Sports & Social Club - 3,000 participants yearly
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Example FOMO Ad
Out of Office Days Add up
Don’t let the flu decide your sick days for you
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Out of office days add up
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Out of Office Days Add Up
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Age Breakdown
Under 21 21 Or Older2.4
2.45
2.5
2.55
2.6
2.65
2.7
2.75
2.8
2.85
2.9
2.71
2.65
FOMO Ad By Age (Excluding 0 & 5 Outliers)
Under 21 21 Or Older2
2.12.22.32.42.52.62.72.82.9
3
2.78
2.17
Parents Ad By Age (Excluding 0 & 5 Outliers)
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Facebook Ads and Reports
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Tweetreach report
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Social Media Trends Social media has improved analytics Social media is mobile media
oThe 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.
oVisual content receives 94% more views Transmedia and cross channel storytelling