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Social Media - Philadelphia Immunization Program
- 1. Social Media Philadelphia Immunization Program Justin Gero, MS Communications Coordinator Immunization Program
- 2. Main efforts on HPV immunization • 2012-13 Teen campaign • 2014 First parental campaign • 2015 Second parental campaign Contribution to Health Department social media: Facebook, Twitter, and blog. Philly’s Immunization Social Media
- 3. 2012-13 Adolescent HPV Social Media Campaign
- 5. 2014 First Parental HPV Social Media Campaign
- 6. HPV 2014 Campaign CDC Flyer Philadelphia Ads
- 7. 2015 Second Parental HPV Social Media Campaign
- 8. HPV 2015 Campaign Facebook Ads Pandora Ads
- 9. HPV 2015 Campaign SEPTA Bus Ads
- 10. HPV 2015 Campaign SEPTA Bus Ads
- 11. HPV 2015 Campaign SEPTA Bus Ads
- 16. Data
- 17. 3forMe Facebook 2014 2015 Combined Days 90 77 167 Page Like Change + 68 + 5 + 73 Engaged Users 15,288 20,624 35,912 Organic Reach 14,603 3,892 18,495 Paid Reach 1,799,487 672,008 2,471,495 Total Reach 1,814,100 675,900 2,490,000 Reach per Day 20,156.67 8,777.92 14,910.18 Percent Engaged 0.84% 3.05% 1.44%
- 19. Phila. HPV Immunization Rates 80% 20% ‘11 ‘14 62.8% 50% ‘14 ‘11 80.3% Males Females ≥ 1 Dose of HPV Vaccine National Immunization Survey, 2015
- 20. HPV Immunization Rates 2011 2014 No Data11 – 20 % 21 – 30 % 31 – 40 % 41 – 50 % Teens (13-17) Completed 3-dose Series by Zip Code Philadelphia’s Immunization Information System (KIDS Plus IIS)
- 24. Lessons Learned
- 25. • Connect social media and social networks • Think about communities • Target messaging • Be flexible • Evaluate data and adapt • Know when to respond to detractors and when to ignore them • Build trust Lessons Learned
- 26. Images Matter
- 27. Bad Immunization Images AVOID: • Dramatizing immunization • Crying or frightened patients • Medically inaccurate images • Focus on needles • Healthcare workers wearing masks or gloves
- 28. Good Immunization Images SHOW: • Smiling patients • Humanize healthcare workers • Representative of your patient population • Medically accurate images
- 29. Thank You Justin Gero, MS Communications Coordinator Immunization Program