Over our 14-year history with the Florida Department of Health (FDOH), we have promoted and maintained Florida SHOTS—a centralized immunization registry that connects parents, schools, medical providers, and the state of Florida. Our ongoing comprehensive marketing campaigns have included direct-marketing materials, newsletters, assorted marketing collateral, media kits, public relations, social media, and a 508-compliant website, which was created and is maintained in both English and Spanish.
Through our 14-year marketing and training engagement with Florida SHOTS, we have helped bring awareness of the registry from nearly nil up to 97 percent.
With the 2016 Regret Magnified direct mail campaign, Brunet-García and FDOH aimed to improve vaccination rates on the immunizations with low state-wide adoption rates. Silhouettes were filled with magnified images of the viruses themselves to highlight the consequences of missing opportunities to protect patients. The postcards were so effective that FDOH also requested seven-foot displays that educators could use in the field.
After successfully garnering buy-in from private providers statewide, our initiative expanded to include promotion to school districts, software providers, and to the public. Yearly goals were identified, and campaign creative was developed to match.
In conjunction with our marketing efforts, Brunet-García also created a bilingual team of field trainers and technology specialists to implement the registry across the state of Florida and to continue to train healthcare providers on efficient use of the registry.