Background

Hib vaccine prevents serious infections caused by a type of bacteria called Haemophilus influenzae type b. Such infections include meningitis (an infection of the covering of the brain and spinal cord), pneumonia (lung infection), and epiglottitis (a severe throat infection).

Hib vaccine is recommended for all children under five years old in the United States, and it is usually given to infants starting at two months old. The Hib vaccine can be combined with other vaccines. Some brands of vaccine contain Hib along with other vaccines in a single shot.

In 2013-CDC data, Georgia was ranked 26^th in the U.S. with 73.1% of its children < 2 years old having received the Hib vaccine (the US average for this period was 74%, and AR had the lowest rate at 60.3%).

Key Personnel

·      Nathan Deal, governor of Georgia

·      Brenda Fitzgerald, M.D., serves as the Commissioner of the Georgia Department of Public Health (DPH) and State Health Officer. Dr. Fitzgerald, a board-certified Obstetrician-Gynecologist and a Fellow in Anti-Aging Medicine, has practiced medicine for three decades.

·      Yvette Daniels serves as the Director of Health Promotion for the Georgia Department of Public Health (DPH), where she oversees four programs including Maternal and Child Health, Health Promotion and Disease Prevention, the Volunteer Health Care Program and the Office of Health Equity.

The Problem

The governor has asked Dr. Fitzgerald to build a marketing plan that raises Georgia’s Hib vaccination rate to 75% by 2018. She calls in Yvette Daniels (you are Ms. Daniels in this exercise) as the head of health promotion and gives her/you the assignment. You both understand that the first problem in meeting the governor’s goal is to develop a marketing plan that will guide how DPH will operate. identify:

·      The campaign’s name, since a catchy and descriptive name is useful

·      The campaign’s stakeholders and target audiences

·      What the message(s) is/are – don’t write the message(s), simply identify the purpose of the message(s)

·      What channels will be used for the messages (e.g., newspapers, radio, TV, Internet, door-to-door, billboards, other)? You may have different channels for different stakeholders or for different times in the campaign, etc.

·      How long the campaign will last

·      What metrics you will use to track the campaign’s efficacy

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