Anna Galian, Keiko Hoen, Matt Rosenthal, Sean Mohan

Illustrating the benefits of the flu vaccination

The estimated number of flu-associated illnesses

prevented by the flu vaccination during the

2012-2013 season:

6.6 million

AZ

3.2 million

The estimated number of flu-associated medical visits

prevented by vaccination during the 2012-2013

season:

The estimated number of flu hospitalizations

prevented during the 2012-2013 season:

79,000

Agenda o Current Situationo Overall Digital Strategic Plano Primary Research Process

oFocus GroupoSurvey

o Recommendationo Strategy & Executiono Implementation & Evaluationo Conclusion

Current Situation Influenza Vaccination Rates (6 months and older)

US 45% VA 49.4%

Influenza Vaccination Rates (18-49 years old) US 31.1% VA 37%

Target Market ages 18-25 Working Professionals College Students (534,000 students in VA)

363,000 students not receiving their flu shot every year

Current Traditional Media

TV Advertisement

• Get Vaccinated• Cartoon with message

about protecting others• Ineffective message for

target audience

Radio• Target audience (18-25) listens to less radio than other generations

• Use other streaming audio services or personal music collections• Less persuaded by radio advertising

Current Digital Strategy

Virginia Department of Health ranked 34th of 45 State Health Departments

in their utilization of social media

Current Digital Media

Facebook• Only for healthcare professionals• No page for general public• Missing channel with largest segment

of internet users

Twitter• 650 Tweets, Following 255, Followers

1,195• Mostly government officials and

news stations • Not reaching 18 – 25 demographic

YouTube• 79 subscribers

• CDC has 18,334• 32 Videos

• 76,126 views• “No Flu 4 U!” video has 44 views

4-Step Planning Process to Build a “Groundswell” Strategy

What are traits of VDH’s target audience?

Which digital platforms should VDH use?

How can VDH engage the target audience?

What are VDH’s goals?

• High social technology behavior • Seek convenience and ease of use• Value sense of belonging

• Generate awareness of importance of flu vaccine

• Increase flu vaccination rate among 18 – 25 year olds

• Consistent theme to inspire action

• Specific message tailored to various audiences

• Social Media: Facebook Twitter, Pinterest, YouTube

• Landing page with more information

(Charlene Li, Groundswell)

Overall Digital Strategy

Glocalization“The adaptation of a product or service specifically to each

locality or culture in which it is sold”

Global Goal with Localized Message

Channel StrategyWho uses this platform? What do we want to do?

Facebook• 67% of internet users• Mostly even across

age groups

• Public-facing page• Encourage sharing• Targeted advertising

Twitter• Frequent reminders• Informational facts

• 16% of internet users• Primarily younger

Pinterest• Related topics• Visual content with

information

• 15% of internet users• Mostly female,

skewing younger

YouTube• Informational videos• Sharable for other

platforms

• 58% of internet users• Somewhat even across

age groups

Primary Research Process

Key Insights

Key Insights

Focus GroupParticipants

•Five males, two females all between 18-22•Four seniors, one junior, two freshmen•Varying majors/fields of study

General Questions

•Knowledge about flu shot•General reasons for/against getting a flu shot•Sources of information•Reactions to past Facebook Ads

Actual Behavior

•5/7 got flu shot last year •Reasons/motivation for not getting flu shot•Reasons/motivation for getting flu shot

Key Insights

•Key Barriers•Key Sources of Influence

•Potential Strategies

Key Insights from Focus Group

Survey ResearchTested two main concepts, developed from

key focus group insights and secondary research about target market.

Parental Influence

Fear of Missing Out (“FOMO”)

Advertisements Tested in Survey

Ad 1: Parental Influence Ad 2: Fear of Missing Out (“FOMO”)

Survey Results

Parents FOMO2.8

2.85

2.9

2.95

3

3.05

3.1

3.15

3.2

3.07

3.04

Comparison of Ad Ratings

1 = Definitely Won’t, 5 = Definitely Will

• Both ads received marginally favorable ratings

• No apparent differences in response to the two ads

• How can we use this data to develop a strategic recommendation that:• Resonates with the target

market?• Inspires Action?

• Dig deeper into data to uncover trends

Ad 1: Parental Influence“After viewing the message on the preceding page, how likely are you

to get a flu shot next year?”

1 = Definitely Won’t, 5 = Definitely Will

Men Women1.9

2.1

2.3

2.5

2.7

2.9

3.1

2.14

2.88

Ad 2 – Fear of Missing Out (“FOMO”)

1 = Definitely Won’t, 5 = Definitely Will

“After viewing the message on the preceding page, how likely are you to get a flu shot next

year?”

Men Women2.2

2.3

2.4

2.5

2.6

2.7

2.8

2.9

32.92

2.5

Implications of Survey Results

Parental Influence Ad Resonated

with Women

“FOMO” Ad Resonated with Men

Strategic Recommendation

Overall Recommendation

INSPIREACTION

(ages 18-25)Parents

4 in 7 students indicated that they didn’t get their flu shot until their parents reminded them to

18 - 25Directly communicate with target

market to increase vaccination rates

Only 37% of 18 – 25 year olds are vaccinated each year

Digital World

Physical World

Strategy {Parents}Key Insight: Parents are the one of the key drivers for children to get vaccinated

Digital World• Facebook Ads• Twitter• Pinterest• Present the facts

Physical World:• Encourage children to get flu shot

Execution {Parents}Key Insight: Parents are the one of the key drivers for children to get vaccinated

Pinterest Visual Content

TWITTERSharing the facts

Immunizations save 2.3 million children each year. Remind your family to get their flu shot today!

Example Ads to Parents

Protect your family from the flu!

Remind everyone to get vaccinated this flu season.

FACEBOOK A Friendly Reminder

Keep your family healthy

Encourage your kids to get their flu shot today

Strategy {18 – 25}

Digital World• Facebook Ads• Twitter• Concept: FOMO

Physical World:• Increase vaccination rates among

target market to 40% by focusing on college students in VA

Key Insight: Target market is motivated to change behavior due to “fear of missing out”

• Convenient location on-campus• Half a million college students in VA

Partner with College Health Centers to spread awareness and access target market

Landing Page Never miss out…

…with the flu vaccine

Share where you got your flu shot & DON’T MISS OUT on a chance to win a free GoPro!

See if your college is participating

CONNECT. SHARE. WIN.

VDH Certified

Richmond, VA

Implementation

Measurement

Budget for Digital Strategy

• Facebook ads cost•Lifetime budget for 4 months

•Per click to VDH website

• Cost for domain name (landing page)

• Incentives. Ex: GoPro• Giveaway 1 each month

• Monitor Twitter with “tweetreach” analysis

• Facebook and Pinterest have no direct cost

Current budget: $100,000

Facebook Ads $24,000

Landing Page $30 per year

Incentives $400*4 = $1600

Twitter Analysis

$324*4 = $1296

TOTAL $26,925

Conclusion

Questions?

What about ages 22-25? Part of target market are not in college

oFocus on an activity or organization that they all enjoyoSport Leagues - active demographic who care about

health oRiver City Sports & Social Club - 3,000 participants yearly

Example FOMO Ad

Out of Office Days Add up

Don’t let the flu decide your sick days for you

Out of office days add up

Out of Office Days Add Up

Age Breakdown

Under 21 21 Or Older2.4

2.45

2.5

2.55

2.6

2.65

2.7

2.75

2.8

2.85

2.9

2.71

2.65

FOMO Ad By Age (Excluding 0 & 5 Outliers)

Under 21 21 Or Older2

2.12.22.32.42.52.62.72.82.9

3

2.78

2.17

Parents Ad By Age (Excluding 0 & 5 Outliers)

Facebook Ads and Reports

Tweetreach report

Social Media Trends Social media has improved analytics Social media is mobile media

oThe Pew Research Center has found that “nearly two-thirds (63 percent) of cell phone users now use their phone to go online,”

Visual media refers to photos, infographics and imagery found on social networks such as Pinterest and Instagram.

oVisual content receives 94% more views Transmedia and cross channel storytelling

Pinterest Analytics Video http://vimeo.com/61580880