MoH NIP end of the week engagement update

MoH NIP end of the week engagement update Please find below the latest comms update from the MoH’s NIP team about upcoming engagement.

A new TV commercial went to air on Sunday. It’s known as ‘acts of aroha’ as it conveys the message to parents that vaccination is just one of the things we do to help protect and care for our children. It doesn’t focus on a single type of vaccine, it’s more about making vaccination a normal activity.

COVID-19 Media On Friday 13 May, Dr Bloomfield did a media stand up providing an update on the current situation with regards to COVID-19, New Zealand’s infection rate, overseas trends and variants, predictions around winter modelling and the importance of vaccination.

Data • •

Latest Māori and Pacific COVID-19 vaccination data is now available here.

The MoH is also now publishing weekly flu data. The first one was published late yesterday and is available here.

Updated My Vaccine Pass Since the introduction of My Vaccine Pass last year, the COVID-19 vaccination landscape has changed. While My Vaccine Pass is not legally required, people are encouraged to have their pass for when it might be needed.

You can get an updated My Vaccine Pass in two phases: • •

Phase 1: From 24 May, an updated My Vaccine Pass will be available for anyone aged 12 and over who is up to date with their COVID-19 vaccinations, as well as those with a temporary medical exemption.

Phase 2: From 31 May, if people are not up to date with their vaccinations because they’ve had COVID-19 in the last 3 months, they will be able to request a My Vaccine Pass. You can find out more about it here.

Flu New video The Ministry has created a new video promoting flu vaccination featuring Dr Vanessa Thornton, Counties Manukau Clinical Director of Hospital Services, who explains why vaccination is important with a clinical lens on the message. Access the video here.

Flu jab promo to healthcare workers The MoH is promoting its flu vaccination reimbursement process on LinkedIn – please like and share it to help encourage more healthcare workers to get vaccinated.

The MoH also added a bit more information about this process to its website here.

Flu jab promo to business owners The MoH asked Dr Bloomfield to help encourage business owners to pay for their employees’ flu vaccinations. The MoH is going to share his message and encourage you to share it with yours too.

You can share this newsletter blurb below or the DG’s video on your social channels.

Dr Ashley Bloomfield encourages flu vaccines The Director General of Health Dr Ashley Bloomfield is stressing the importance of getting as many people as possible vaccinated against influenza as we head towards winter. While many people will be eligible for a government-funded flu jab, he’s encouraging business owners to consider funding the vaccine for workers who don’t qualify to reduce the risk of business interruption caused by illness.

“With international borders re-opening and a fairly low rate of influenza over the past two winters, we’re concerned New Zealand could be in for a bad flu season this year,” says Dr Bloomfield.

“The more people vaccinated and protected the better. If you own a business, you may like to offer flu vaccinations to your workers. It costs around $20 - $50 for a flu vaccination, but I’m sure employers will agree this is far less than the cost of having a team member unable to work for a week or more if they do catch the flu,” he says.

“I’d like to thank business owners for your support for our pandemic response since 2020.

Thank you also for supporting your staff to get a flu vaccination and helping us be well prepared for winter.”

Information about organisations and accessible downloadable promotional material such as posters and flyers can be found here.

Key learnings from the 2020 Māori Influenza Vaccination Programme The Ministry recently published this document which includes information on how to lift vaccination uptake for Māori audiences. There is also an A4 visual outlining the key findings.

Using CPIR and doing direct marketing Kim Rousell is a direct marketing expert who joins the MoH from Fly Buys. Here are some early results of the messages we sent out this week:

Flu National Campaigns: •

Friday 6 May: 65+ (excluding Māori + Pacifica) – overall 9% uptake (based on CIR data only)

Emails 216,117 SMS 117,243

TOTAL Sent

•

333,360

Tues 10 May: 55+ Māori + Pacifica – sent with a 92% delivery rate.

Emails 54,973 SMS 57,157

TOTAL Sent

112,130

Some DHBs are keen to use this tool for local flu promotions, and the MoH is seeking advice on whether CIR data can be used for this purpose. DHBs will be updated when the MoH has confirmation. In the meantime, please use CPIR to lift booster and tamariki COVID-19 vaccination rates.

Here are Kim’s top tips for successful direct marketing: • • •

• • •

•

Relevancy - ensure messaging aligns with key messages provided by Ministry of Health.

Succinct - keep content short, succinct, and clear (remember email and SMS channels are not a printed letter).

Call to action - have a very clear call to action that you have tested (if you want the reader to visit a website, include a link and ensure it works, or if it’s an invitation to an event, ensure the event details are correct and the backend is set up to receive the forecasted volume of visitors).

Objective - have a clear objective for your direct marketing campaign, one that is easily measurable following the campaign.

Subject lines - are very important with email communications. They should be engaging and have pertinent info for the reader to open the communication.

Personalise - the beauty of direct communications is knowing the data set in order to target specific content or messages to an audience. Connecting with an audience with personalised content is proven to get stronger response rates.

Check, check, check – ensure you have checked a large volume of samples to make sure your target audience excludes everyone that should not receive the communication and you are sending the right comm to the right person.