As part of their mission to drive a health Jackson County, the health department (JCHD) runs a quarterly "recall" report mailing to notify parents when children are delinquent on immunizations. Families with adolescent patients do not respond well to this mailing, with only a 6% response rate. Our team was asked to help brainstorm ways to help address this population.
To consider the problem, our group took the following steps:
- Perform a literature review to see what other health departments do
- Contextualize the work the Immunization Clinic does as part of the recall process
- Contact the Michigan Department of Community Health and other county health department to compare and level-set the work done by JCHD
- Survey and speak with area health professionals as part of the quarterly immunization workgroup, as well as a site visit to a leading care provider
- Interview Jackson County parents to learn their thoughts and feelings about immunizations
- Meet with IT staff at both the county and state level to examine what is possible
Based on the demographics of the patients and their guardians, we decided to pursue a social media strategy. We workshopped with professionals across JCHD to identify their goals regarding social media, and framed their existing efforts. With this initial effort, we were able to generate a planning document to help them improve internal engagement in social media and create some potential metrics to measure improvement.