Question

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

Answer 1

Campaign name

Your Childs smile is precious, so is his health. Be their hero and lets immunize them.

Campaign stakeholders and target Audience

1. Vaccine Procurement agencies: These are the people who should be informed of the predicted number of vaccines so that they can supply as per the demand.

2. Parents of infants: They are the most important stakeholders or the target Audience. Since they are the ones who will decide whether to vaccinate their child or not. So its important to educate them.

3. Hospitals: This is our primary touch point for targeting new parents. If they are educated at the initial days about vaccines through the maternity hospitals, it has high chance of making them understand the importance.

4. Paediatrician/Private Doctors: These are important people who can track and pass on the message to the parents of children who hasn’t applied the vaccine yet.

5. Minor stakeholders like Media agencies, NGO’s, social media influencers, third party influencers/bloggers.

Message

Convey the importance of the vaccine , it’s the only way to protect the infants from deadly disease like meningitis, pneumonia and epiglottitis

Channels

Our channels should be prioritized as per our target segment i.e. the new parents.

Billboards/posters: These posters at important places like maternity hospitals, paediatricians place etc. will draw the attention of the parents more as they are focussed on their child’s health. This is our primary touch point with the customers. Awareness campaigns can be run in hospitals by distributing templates about the vaccine.

Social Media Advertising: When new born parents are searching for items and information about their child, we can utilize this correlation and suggest them about vaccination. This will draw their attention and can also be tracked the engagement by CPC,CPM etc.

Door to Door: By collecting the data from hospitals and doctors , we can go door to door and bring the vaccination to the parents instead of them going in search of it. This will help in quick conversion.

Newspaper/TV: Showing Ads in TV in primetime will help to pass on the message to the masses.

Also if we provide a link in these platform where they can go and learn more about the virus , it will create an impact.

The campaign should run for at least 90 days so that it a resonance effect on the parents mind including the expected parents. The initial stage should be on targeting hospitals and the parents of new born. Then extend to other platform to pass the message to the expected parents as well.

Metrics: For calculating the efficiency, we can provide a link or a scan code in our posters/billboards. Based on the number of incoming traffic to the site, we can have an estimate reach. Also for social media metrics like CPM,CPC will help to track the engagement. Apart from that the inventory turnover of the vaccine procurement agencies will also provide some insight.