Marketing Strategies

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Marketing Strategies

• That Help Your Registry Grow With Participating
  Providers

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Jose Rodriguez Director of Project L.O.V.E.
Laurie Dietsch, MPHImmunization Registry
Coordinator for Project L.O.V.E.Love Our
KidsVaccinate Early!
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OHIO

• Population of State 11.4 million
• Cleveland 478,000
• Cincinnati 331,000
• Columbus 702,000
• Annual Birth Cohort 155,700
• Franklin County (Columbus) 17,400

U.S. Census Data 2000, Ohio Department of
Health Vital Statistics
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Immunization Rates for Children 19-35 Months of Age National Immunization Survey, Q1/2001-Q4/2001 Immunization Rates for Children 19-35 Months of Age National Immunization Survey, Q1/2001-Q4/2001 Immunization Rates for Children 19-35 Months of Age National Immunization Survey, Q1/2001-Q4/2001
4DTaP3Polio 1MMR 4DTaP3Polio 1MMR3HIB
Ohio 76.3 74.7
Cuyahoga 74.0 72.8
Franklin (Columbus) 79.3 78.3
Rest of State 76.2 74.5
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431 Rates

• Retrospective Study (ODH 2000)
• Suburbs 83
• Urban Areas 62
• Ohio Medicaid Study (2002)
• Total Medicaid 49
• Managed Care 58
• Fee For Service 46

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Project L.O.V.E. (Love Our Kids...Vaccinate
Early!) is a unique partnership between Franklin
County hospitals, area physicians, City of
Columbus and Franklin County Health Departments,
local businesses and community organizations,
whose goal is to assure that Franklin County 2
year-olds are fully immunized.
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Project LOVEs Two Primary Goals

• Market Ohios Immunization Registry (IMPACT SIIS)
  among central Ohio physicians in order to
  establish a centralized source of individual
  immunization records across the county and state
• Improve current immunization levels throughout
  the general population in Franklin County

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February 9, 2002

• Registry Kickoff
• National Speakers Betty Bumpers
• Local Health Department Officials
• Politicians (Michael B. Coleman, Mayor of
  Columbus)
• Policy Luncheon
• Foundation Heads
• CEOs

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Education/Influence

• General Media
• Newspaper and Television
• Newsletters and Articles
• Our own
• Hospitals
• Medical Associations
• OAFP, AKC, etc

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Direct Approaches

• Mail
• General Mailings
• Targeted Mailings

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Canvassing/Sales Calls

• Site Visits
• Follow-up Calls

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Working With Partners

• Medical Centers
• Physician Associations
• Immunization (IAP) Programs
• NIIW and NIAM
• CASA and MOBI
• VFC Reps

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Funding Sources

• Columbus Medical Association Foundation
• Electronic Birth Certificate Funds
• Hospital Partners
• Columbus Health Department
• Columbus Compact Corporation (Empowerment Zones)

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Project L.O.V.E. Partners

• Hospitals (Mount Carmel, Doctors, Grant,
  Riverside, Ohio State University and Childrens)
• Foundations (Columbus Medical Association
  Foundation and The Columbus Foundation)
• Ross Labs
• 2 Health Departments (Franklin County Board of
  Health and Columbus Health Department)
• Pharmaceutical Companies (Merck, Wyeth Glaxo
  Smith Klein)
• Columbus Compact Corporation
• Media (NBC4)
• Political Officials (Mayor and Representatives)

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Marketing Materials

• Website
• www.project-love.org

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Immunization Registry BrochureTargeting
Providers
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Stair Step Folder
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Rolodex CardandTraining Manual
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Columbus Health Department