IMMUNIZATION FOR ALL

CLOSE THE MMR IMMUNIZATION GAP PROTECT YOUR CHILD FROM

HARMFUL DISEASES

SadeOnireti
fttonireti@liberty.edu
Liberty University
Dr.SharleeBurch

AUGUST26,2016

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MMRVACCINATIONPROGRAMPLAN
Problem/Needstatement
Todaythereareasignificantnumberofparentswhoarehesitanttovaccinatetheir
newbornswiththeMMRvaccine.Thereisastrongneedforthehealthpromotionofthe
MMRvaccinefornewborns<1518.Whywaittodosomethingaboutadiseasethatcould
beprevented?Thetimeisnowtoactandsaveyourchildslifeandothersfromharmful
measlesandmumpsdisease.IntheUnitedStatesoverthepastfewyearstherehasbeen
anincreaseinthenumberofoutbreaksofmumpsandmeaslescases.In2015,theUnited
Statesexperiencedalarge,multistatemeaslesoutbreaklinkedtoanamusementparkin
Californiaandmostofthemeaslescaseswereofpeopleareunvaccinated.1
Goals
Goal#1.By2018,20%ofnewborns<1518monthswillreceivetheMMRvaccine.
Goal#2.By2020,parentswhowerepreviouslyagainsttheMMRwillvaccinatetheir
childrenwithMMR.
Goal#3.By2022,themumpsandmeaslesdiseaseratewilldeclinesignificantlyand
becomelesscommon.
Objectives
Objective#1Toincreasethenumberofparentsvaccinatingtheirnewborns<1518
months.
Objective#2Parentswhowereagainstthevaccinewillunderstandthebenefitsofthe
MMRandwillnowvaccinatetheirchildren.
Objective#3In48monthstheUnitedStateswillhaveasignificantdiseasesinthe
numberofmumpsandmeaslescasesandtherewillasfewas12casesreported.The
measlesandmumpswillbecomeararediseaseanduncommon.
Sponsoringagency/Contactperson
ToachievethegoalsofthisprogramwewillpartnerwiththeNationalInstituteof
AllergyandInfectiousDisease(NIAID)andtheNationalInstituteofHealth(NIH)Their
missionistouseresearchtobetterunderstand,treat,andultimatelypreventinfectious,
immunologic,andallergicdiseases.2Inaddition,theprogramwillworktogetherwiththe
NationalInstituteofHealth(NIH)andreceivefundingfromthestateandfederal
government.

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Primarytargetaudience
Thetargetaudiencewillbemostlyparentswithnewborn<1215monthsofage.The
intendedaudienceshouldseektheMMRvaccinefortheirchildren.ReceivingtheMMR
willdecreasethelikelihoodandspreadofthemeaslesandmumpsdisease.Oneofthe
mostcommonmythsistheMMRvaccineisassociatedwiththecauseofautismspectrum
disease(ASD)andcancauseotherdiseases.Furthermore,thereismisinformationthat
therearesideeffectstotheMMRandvaccinesareunnatural,andnaturalimmunityis
moreeffectivethanvaccination.Thesearehugebarriersandwiththepropereducation
throughresearchanddevelopmentcanalleviatethebarriersinsocietyregardingthe
MMRvaccine.Parentswillbenefitinmanywaysbypreventingtheirnewbornsfrom
growingupandcomingincontactwithmeaslesandmumpsdiseaseintheUnitedStates.
Interpersonalchannelsfrompediatricphysicianswillbeconductedtodeliverthehealth
messageappropriatelytoparentsregardingvaccination.
Secondarytargetaudience
Thesecondaryintendedaudiencewillconsistofchildrenwhowerenotvaccinatedduring
infancy.Wearededicatedtoprovidingeducationalsessionstoparentsareschoolsthat
areagainsttheMMRvaccineanddemonstratetheimportanceandneedfortheMMR
vaccine.Atthistime,therearenofederallawsrequiringparentstovaccinatetheir
childrenwithMMR.AccordingtotheCentersforDiseaseControlandprevention
(CDC),allstatesprovidemedicalexemptions,andsomestatelawsalsoofferexemptions
forreligiousand/orphilosophicalreasonfornotobtainingtheMMRvaccine.3Studies
haveshownthatvaccineexemptionstendtoclustergeographically,makingsome
communitiesatgreaterriskforoutbreaks.3Thisisstillprevalenttodayandthehealthcare
thatcaresprogramhopestoeliminatethisissueandworktogetherwithlegislatorstopass
alawrequiringvaccinationtoattendschoolandmodifyingtheexemptionsthatcurrently
exist.
Targetkeystrategies
ThehealthcarethatcaresprogramwillbeconductedthroughouttheUnitedStatesat
educationalestablishmentsandhospitalsandhealthdepartment.Themodelofthe
programwillfocusonarea)selfefficacy,b)reciprocaldeterminism,c)behavioral
capability,d)outcomeexpectations,ande)observationallearning.4Thisprogramis
designedtocontinueforthe56yearsandwehavecommitmenttoreducingthenumber
ofmeaslesandmumpscasesintheUnitedStates.Thechannelsandmediathehealthcare
thatcaresprogramwillbeusedforboththeprimaryandsecondaryaudiencewillbe
madeavailablethroughpostersandpamphletsinsideofhospitals,localclinicsand
educationalestablishments.AttheNationalInstituteofHealth(NIH)therewillbeflyers
andpostervisibleforthepopulation.ConsumersareencouragedtovisitourFacebook
pageTheHealthcarethatcaresprogrampleaselikeandsubscribetoourpagefor
moredetails.

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I.ExecutiveOverview
A.TheHealthcarethatcaresprogramisfocusedonreducingthenumber
ofmumpsandmeaslescasesintheUnitedStates.Weencourageparents
tovaccinatetheirchildrenwiththeMMRvaccineasapreventionstrategy
totheMMRdiseases.
1.Thehealthcarethatcaresprogramsisanonprofit
organizationfocusedonthepreventionofmeaslesandmumps
diseasethroughvaccination.
2.Thehealthcarethatcaresprogramisqualifiedtoeducatethe
communityandgainthetrustofparentstovaccinatetheirchildren.
Ourprogramiscomposedofbodyofpediatriciansresearchers
andpublichealthofficialsdedicatedtoservethecommunityand
preventtheoutbreakofmeaslesandmumps.
B.Awarenessaboutvaccinationandthebenefitsareimportant.
1.Therearemanyindividualswhoexperiencinganxiety
regardingimmunizationweatheritisworthitornottoreceive
vaccination.
2.Asignificantnumberofpeoplearegettingdiseasesthatare
preventableiftheyreceivethepropervaccination.
3.
C.Thehealthcarethatcaresprogramobjectivesandgoalsareproposed
fornext56yearstoincreasethenumberofparentsvaccinatingtheir
children<1518months.
1.Parentswillbenefitinmanywaysbypreventingtheir
newbornsfromgrowingupandcomingincontactwithmeasles
andmumpsdiseaseintheUnitedStates.
2.Thechannelsandmediathehealthcarethatcaresprogram
willbemadeavailablethroughpostersandpamphletsinsideof
hospitals,localclinicsandeducationalestablishments.
II.TheCustomers(MarketReview)
A.Thetargetaudiencewillbemostlyparentswithnewborn<1215
monthsofage.TheintendedaudienceshouldseektheMMRvaccinefor
theirchildren.ReceivingtheMMRwilldecreasethelikelihoodandspread
ofthemeaslesandmumpsdisease.
1.BehavioralThehealthcarethatcaresprogramseeksto
reachparentswhodemonstrateinterestinlearningmoreabout
waystopreventingthemumpsandmeasles.
2.CulturalTheprogramisheretoserveeveryonefrom
differenteconomicbackgroundsandreligion.Wearededicatedto

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supportofallpeopleandgaintheirtrusttheyaremakingtheright
decisiontovaccinatetheirchildren.
3.DemographicTheprogramfocusistoincreaseeducational
attainmentoftheMMRvaccine.
4.PhysicalTheprogramisgearedprimarilytowardsparents
withnewbornwhoarereluctanttovaccinatetheirchildren<1518
monthswithMMR
5.PsychographicTheprogramseekstochangetheparents
waythinkingandformnewpositiveattitudetowardstheMMR
vaccineandvaccinatingtheirchildren.
III.TheProduct(ProductReview)
A.Healthcarethatcaresprogramisahealthcommunicationprevention
program.
1.Offereducationandvaccinefornewborn<1518months.
2.WeareuniqueandprovideservicesacrosstheUnitedStates
ateducationestablishmentsandoffermanyassistancetoobtainthe
MMRvaccine.
B.MMRvaccineprotectsagainstmeaslesandmumpsandrubella.
Strategies
C.Position
1.Imaging:Wewanttodemonstrateofimageofendearment
andconcernforparentsandchildrentopreventdiseasesthatcan
betreated.
2.Distinctiveness:FreeMMRvaccinesaretheuniqueselling
point.
D.Product
1.Features:Wewillprovideonthesitevaccinationboothfor
parentstovaccinatetheirchildrenbytrainedmedicaldoctors.
2.Necessity:ItiscrucialtovaccinateyournewbornwithMMR
asasafetymeasureagainsttheharmfulmeaslesandmumps
disease.
E.Price
1.Price:Therewillbenochargetoparticipants.

Theoreticalfoundation
Theprogramseekstochangetheparentswayofthinkingandformanewpositive
attitudetowardstheMMRvaccineandvaccinatingtheirchildren.Thetheoryofreasoned
actionwillbeusedasaframeworkforthehealthcarethatcaresprogram.Theoryof
reasonedactionwillbeusedintheprogrambyprovidingeducationandresourcesto
parentsacrosstheUnitedStates.

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Budget
Healthcarethatcaresprogram2016budget:

Expenses:
Taxes

$3,000

SuppliesandEquipment

$800.00

Advertisement

10,000.00

MMRVaccine

$1,00,000.00

Director

$70,000.00

ResearchVolunteer(3)

0.00(incentives)

PublicHealth
Pedestrians(2)

230,000.00

TotalExpense:

$1,313,800

TheprojectedbudgetistoassistwithpromotionandmarketingoftheMMRvaccineand
providenewpatientswiththevaccine.Theprogramwillhostseminarsthroughoutthe
UnitedStatesandtoensurewemeetachievetheobjectivestheestimatedcostisrequired
furthermore,thehealthcarethatcaresprogramisanonprofitorganization.Thestateand
federalgovernmentwillsupportandfundthisprogram.
Issuesofconcern/potentialproblems
Theconcernatthistimeistoensurethereisasignificantturnoutandparentsvaccinating
theirchildrenwithMMR.Thehealthcarethatcaresprogramisdedicatedtoeliminatethe
barrierssurroundingtheMMRvaccineandincreaseeducationalattainmentinthehealth
community.
Evaluationstrategies

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Thehealthcarethatcaresprogramwillconductoutcomeevaluationsurveythatservesas
abaselinetotheprogram.5Wewillusethesurveystotracktheprogressoftheprogram
andthenumberofnewpatientsenrollmentandparentsvaccinatingtheirchildren.In
addition,wewillkeeptrackofparentswhomaystillbereluctanttothevaccineand
identifythekeepreasonsfortheirdecisionandwaystoimprovetheprogram.
Quantitativeresearchmethodswillbeusedfortheoutcomeevaluationbecausethey
providethenumericaldatanecessarytoassessprogresstowardobjectives.5,6Alarge
numberofpeopleasetofidenticalquestionsregardingtheirviewoftheMMRvaccine.It
isunderstandable,thatparentsmaybereluctanttovaccinatetheirchildrenwiththeMMR
vaccine.
Conclusion
Theexpectationsofthehealthcarethatcaresprogramsareparentswilldemonstratea
changeintheirperception/attitudetowardstotheMMRvaccinewithinthecourseof56
years(estimatetimeframe20162022.)Datafromtheprogramwillbeusedforfurther
researchandimprovebetterstrategiesforpatientstodecreaseanxietytoregardingthe
MMRvaccine.Itisourmissionandgoaltoeffectivelycommunicatetothepopulation
thenecessityandbenefitsoftheMMRvaccine.Togetherwecanallmakeadifference.

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References
1. MeaslesVaccination.CentersforDiseaseControland
Prevention.https://www.cdc.gov/measles/vaccination.html.PublishedJanuary
2015.AccessedAugust21,2016.
2. NationalInstituteofAllergyandInfectiousDiseases(NIAID)|NationalInstitutes
ofHealth(NIH).U.SNationalLibraryofMedicine.https://www.nih.gov/about
nih/whatwedo/nihalmanac/nationalinstituteallergyinfectiousdiseases
niaid.PublishedJanuary1,2016.AccessedJuly14,2016.
3. StateVaccinationRequirements.CentersforDiseaseControlandPrevention.
http://www.cdc.gov/vaccines/imzmanagers/laws/statereqs.html.Published2016.
AccessedAugust26,2016.
4. DepartmentofHealthandHumanServiceswww.cdc.gov.
http://www.cdc.gov/nccdphp/dnpa/physical/handbook/pdf/handbook.pdf.
AccessedAugust26,2016
5. NationalCancerInstitute.MakingHealthCommunicationProgramsWork.N.d.
Availablehttp://www.cancer.gov/cancertopics/cancerlibrary/pinkbook/pink
book.pdf.Accessed:26August2016
6. ParvantaCF.EssentialsofPublicHealthCommunication.Sudbury,MA:Jones&
BartlettLearning;2011.