Final Media Results Report

Transcription

1 Final Media Results Report National Foundation for Infectious Diseases (NFID) Annual Influenza/Pneumococcal News Conference Thursday, September 26, 2013 National Press Club, Washington, DC

2 Creating High Level Media Interest to Kick Off Flu Season NFID s Influenza/Pneumococcal News Conference serves as an organizing principle for a full 48-hour, intense multi-media campaign at start of each flu season In the season, with more vaccination options than ever before, focus was to communicate one simple, strong message above all: Everyone 6 months and older should get vaccinated For more than 15 years, NFID has partnered with government, industry, and leading non-profits to reach wideranging audiences with critical messages about influenza and pneumococcal disease News conference video and press kit are archived online; materials serve as an ongoing resource for media and consumers 2

3 Expert Panel Delivered Persuasive Messages Influenza Outlook Preparing the Nation to Protect Against Infectious Diseases Every Year Influenza Prevention Is a National Health Priority Howard K. Koh, MD, MPH Assistant Secretary for Health, US Department of Health and Human Services Influenza Preparedness for the Season Anne Schuchat, MD, (RADM, USPHS) Assistant Surgeon General, US Public Health Service; Director, National Center for Immunization and Respiratory Diseases, US Centers for Disease Control and Prevention Moderator William Schaffner, MD Immediate Past-President, National Foundation for Infectious Diseases (NFID); Vanderbilt University School of Medicine Dealing with Flu on the Frontline Paul D. Biddinger, MD Chief, Division of Emergency Preparedness; Medical Director, Emergency Department Operations, Massachusetts General Hospital; Assistant Professor at Harvard Medical School Prevention in a Healthcare Environment Richard S. Liebowitz, MD Senior Vice President and Chief Medical Officer, New York-Presbyterian Hospital 3

4 Strategic Public-Private Partnerships Amplified Efforts Target: Fully- Vaccinated Public 4

5 Heavy News Volume: 1,000+ Media Placements 1,179 media placements in print/online/tv/radio outlets; resulting in over 540,000,000 impressions* 60 press members and 200 public health advocates participated onsite or via teleconference/webcast 8 camera crews onsite including NBC, FOX, ABC, and CBS 323 television segments aired 45 radio interviews conducted nationwide 173 radio segments aired 276 print placements generated, 30+ original articles (e.g., Associated Press [AP], US News & World Report, TIME, LA Times, Modern Healthcare) 257 additional press release pickups 148 online placements on news/health websites 373 #fightflu tweets from diverse users (third party organizations, media, individual supporters) resulting in more than 522,000 impressions 5 *Newspaper circulation is based on BurrellesLuce; broadcast figures are based on Cision and Westat; online figures are based on Cision, Compete, and PR Newswire

6 Headlines Conveyed Sense of Urgency Almost all coverage (99%) included the Call to Action Health officials urge all 6 months and older to get vaccinated against influenza as soon as vaccine is available in their community Health Officials Urge Getting Flu Shots Now 6

7 Last season, more people [45%] were vaccinated against influenza in the U.S. than in previous seasons, Dr. Anne Schuchat said. But Americans can do better, and vaccine makers are offering more options for the coming year than ever before. More children than ever got vaccinated against the flu last year, and health officials urged families Thursday to do even better this time around. Positive Messaging about Vaccination Trends 90% of coverage included encouraging messages about rising flu vaccination trends 89% of coverage highlighted more children than ever before received a flu vaccine last season 67% conveyed message while rates rose slightly, more pregnant women need to be vaccinated 66% included the message there is more work to do Influenza vaccinations among children and healthcare personnel reached record levels last year but the overall vaccination rate remained short of meeting goals of minimizing the risk of a potential outbreak. Getting the flu vaccine is important for everyone 6 months and older, but pregnant women are especially vulnerable and should make getting the shot a priority, experts say. 7

8 Thought Leaders Reinforced Key Messages 96% print/online coverage included direct quotes or cited NFID expert, panelist, or partner organization, emphasizing important messages such as: There is ample supply of vaccine, new vaccine options (95% of print/online coverage) No one should skip vaccination if their first choice is not available (90% of print/online coverage) A reminder influenza seasons are unpredictable and can be severe (55% of print/online coverage) The CDC does not recommend one vaccine over another, or one type of vaccine over another [ ] the most important thing is to be vaccinated. Dr. Anne Schuchat We know a lot about the flu. We know how unpredictable and deadly it can be. This was evident last year, Dr. William Schaffner If you do get symptoms, [ ], the most important thing is early treatment. You shouldn t sit at home with a cough and fever. Pick up the phone and call your doctor. Taking Tamiflu (an antiviral used to treat the flu) is safe in pregnancy. Dr. Susan Rehm We luckily have an early and an effective intervention that works in terms of decreasing the risks of transmitting flu from our employees, from our doctors to our patients, Dr. Richard Liebowitz Seniors over 65 or younger people with chronic conditions should also be reminded this time of year to get a pneumococcal vaccine Dr. William Schaffner We had more patients awaiting admission to the hospital, which was completely full, than we had beds for many mornings in a row, Dr. Paul Biddinger [referring to season] 8

9 Broadcast Media Blanketed Country with Public Health News Broadcast segments aired on 496 stations, including national news programs 96% of broadcast coverage reiterated number one message to get vaccinated Drs. William Schaffner, Joseph Bresee, and Michael Jhung participated in a radio media tour (RMT) resulting in 107 segments Influenza vaccination recommended for everyone six months of age and older Pneumococcal infection is a common complication of influenza, and vaccination is important for those 65+ as well as younger adults who have certain underlying conditions Individuals who are sick with the flu should talk to their doctor immediately; antiviral drugs can be prescribed to help treat influenza 9

10 Social Media Buzz Partners/media enthusiastically helped spread the word on Twitter Attendees tweeted messages and photos from the news conference during and after A total of 373 tweets posted between the event and October 31st using #fightflu Hashtag adopted by diverse users (third party organizations, media, individual supporters) whose tweets resulted over 522,000 impressions 10

11 NFID Partners Leading by Example Now and Throughout Season In its third year, Leading by Example initiative has 47 supporting organizations Healthcare professionals, business, community leaders serve as role models News conference attendees displayed paddles telling constituents why they get vaccinated 11