Sherese M.

Brooks
L26557877 HLTH634-D01
Max The Vax
Brief Marketing Plan
I. Executive Overview
A. Proposing a health communication plan to improve immunization rates among Latinos
living in the Charlotte metropolitan area of North Carolina.
1. Max The Vax is a health program that is dedicated to reducing barriers and
increasing access to improve the overall immunization delivery through culturally
appropriate interventions. Together we can help maximize the vaccinations
within the Latino population.
2. Max The Vax is a qualified organization that uses evidence based interventions
and strategies so that providers, clinics, and community programs can reach the
Latino population. The interventions and tools of this health initiative were
developed through an extensive literature review to obtain substantial evidence on
what works for this population. They have also partnered with the National
Council of La Raza (NCLR), who works towards reducing the effect and incident
of health problems in Hispanics through disease prevention programs.1
B. Infectious diseases are a critical public health concern. The most cost-effective
preventative measure for infectious diseases is vaccines. According to Healthy People
2020, despite the availability of vaccine-preventative measures approximately 42,000
adults and 300 children die each year in the United States from these diseases.2
Immunizations can help target 17 identified vaccine-preventable diseases in the US.2
Even though rates have improved for children, adolescents, and adults the rates for adults
remain low.
1. Latino/Hispanic adults (18 years and older) living in Mecklenburg County, NC
will comprise the primary target population. The specificity targets individuals
who are low-income and are possibly undocumented and/or recent immigrants.
They are most at risk due to significantly high rates of uninsured, low-income,
low-education, and a language barrier.
2. Latinos are often times unaware; dont understand the need for immunizations
and/or who dont have access to them. They are shown to often be
undervaccinated and unvaccinated placing them at higher risk for outbreaks of
infectious diseases. Immunization disparities among Latino populations are
evident particularly among newer immigrants and in cities with large numbers of
Latino residents.
C. Max The Vax will provide strategies for providers that include recall and reminder
systems, immunization-only visits, bi-lingual immunization health record, incentive
component, bi-lingual medical staff, and bi-lingual print material. In addition, we will
provide better access for Latinos by reaching them within their communities and
providing resources.
1. The primary emphasis is on reducing cultural and social factors that are
barriers while increasing the benefits to getting immunized. We will provide
health education services through a media campaign and community outreach.
2. The project will include goals for reducing infectious diseases by promoting the
most cost-effective preventative measure for infectious diseases which is

Sherese M. Brooks
L26557877 HLTH634-D01
vaccines. We will use effective and evidenced-based strategies to partner with
providers and the local Latino population.
3. Goals and Objectives
a. By the end of the program, 60% of the current unvaccinated Latino
children and adults will be up-to-date regarding their immunizations as
evidence by their immunization health record and surveillance.(long-term)
b. By December 2017, 40% of Latino children and adults will receive the
annual influenza vaccine as measured by public health surveillance
reports. (long-term)
c. By the end of the program, 70% of participants will be able to list at
least 3 places where they can receive vaccinations and a Spanish
immunization health record as measured by data from surveys. (long-term)
d. By July 2016, 60% of participants will be able identify 2 benefits of
being immunized and 3 preventable infectious diseases they can avoid as
measured by surveys and individual interviewing. (short-term)
e. By July 2016, 60% of participants will be able identify 3 preventable
infectious diseases they can avoid as measured by surveys and individual
interviewing. (short-term)
II. The Customers (Market Review)
A. Latino/Hispanic adults (18 years and older) living in Mecklenburg County, NC will
comprise the primary target population.
1. Behavioral The current percentage of adults aged 18 and older who are
vaccinated annually against seasonal influenza is 38.1%.2 Among Latinos the
percentage in 2010-2011 was only 28.8%.2
2. Cultural Lack of Spanish-speaking workers at healthcare facilities. There
are also impediments to monitoring vaccination status such as a lack of
coordination with Latino countries and mobility, especially among migrant
workers.3
3. Demographic Latinos are four times as likely as non-Latinos to be
chronically uninsured (over 30% uninsured).3 Most at risk for under
immunization and vaccine preventable disease are those marginalized because of
lack of insurance, poverty, limited English proficiency, low educational
attainment, residence in areas new to Hispanic settlement, unfamiliarity with local
health resources, and insecurity related to immigration.4
4. Physical According to Healthy People 2020, despite the availability of
vaccine-preventative measures approximately 42,000 adults and 300 children die
each year in the United States from infectious diseases.2 Currently, Mexico does
not provide a Tdap booster, so recent immigrants will be unfamiliar with and
unprotected by this vaccine. In addition the complexity of the immunization
schedule makes it difficult for parents to track their childrens immunization
records.
5. Psychographic Immigration issues. Undocumented immigrants fear that
using clinic services will lead to problems with the Immigration and
Naturalization Service and lack of knowledge about what health services are

Sherese M. Brooks
L26557877 HLTH634-D01
available for undocumented children.3 Also, Hispanic elders often believe that
adult vaccines are unimportant and that vaccines are only necessary for children.
B. The secondary audience will be the health/support systems for these adults: health
professionals, healthcare systems, community centers.
III. The Product (Product Review)
A. Our service entails health education and promotion targeting the improvement of
immunization related behaviors.
1. By utilizing a multi-step approach, we will provide strategies to partner with
local providers to implement culturally-competent services and provide
community outreach to increase awareness and demand for immunizations,
reduce health systems barriers, and increase access to vaccines.
2. This education service collaborates with community partners to provide
evidence-based practices that are culturally sensitive. It also offers educational
information on immunization guidelines and recommendations, how to obtain
immunizations if you have no insurance, and will provide a free bi-lingual shot
health record to all participants.
3. Vaccines For Children is a national program to help children receive
vaccines for no cost up until the age of 18. Some retail pharmacies provide
free flu-shot clinics to their community. However, currently there are very
limited resources and programs to help adult Latinos, who often are
undocumented, lack insurance, and are living in poverty.
B. Two unique components of our service include a free bi-lingual shot health record for
all participants and a client or family incentive rewards intervention to motivate people to
obtain recommended vaccinations. Incentives include: food vouchers for Compare Foods
International Market, discount cards for prescriptions, gift cards, baby products. The
rewards may be given when the client and/or family receive a vaccination, for keeping an
appointment, or when they complete a vaccination series.
IV. Strategies
A. Position
1. Imaging: Vaccines are for everyone, not just for children and adolescents.
Adults need to contact their doctor or visit a community clinic to get their
recommended vaccines. Vaccines are safe and effective.
2. Distinctiveness: There isnt any current program that targets adult Latinos that
provides a variety of resources.
B. Product
1. Features: The biggest feature is the free bi-lingual shot health record to help
Latinos read and understand the US recommendations. Also, we will provide
culturally component services that respect the Latinos culture, language, and
customs.
2. Necessity: There arent any programs to support adult Latinos to obtain
vaccines through culturally, linguistically, and financial resources. They have
specific barriers that inhibit their immunization related behaviors; vaccines will
help protect themselves and their family.
C. Price

Sherese M. Brooks
L26557877 HLTH634-D01
1. Price: The program will not obligate the primary audience to pay any cost that
is associated with receiving services due to our non-profit organizational status.
2. Value: Value is placed when an individual gets vaccinated to help protect
themselves and their loved ones from deadly infectious diseases. There is also
value placed in the community with the gift of immunity.
D. Promotion
1. Selling Points: (Providers) This health education and promotion service will
support you reaching out to Latinos in your community by understanding their
unique barriers and ways to improve access to services. Learn strategies that are
evidence-based and culturally component for Spanish speaking individuals.
(Target Audience) Did you know that adults need vaccines too! They help
prevent many different diseases that can cause sickness and even death. Our
program can help link you to services (Spanish) to get free or discounted
vaccines, obtain a free bi-lingual shot health record, and learn more about them.
2. Promotional places (channels): We will focus our communication efforts in the
East Charlotte area where there is a large Latino population. The communication
program will use various channels of media. For television we will specifically
market through UniVision, Telemundo, TR3s, and UniVision Deportes
(particularly soccer and boxing) channels; print material such as QuePasa and La
Noticias publications and frequent radio ads. We also will use social media tools
such as: mobile texting, videos, and social networking sites (Facebook, Twitter,
Instagram).
V. Budget
A. One-Year Projection
Budget Items

Cost

PERSONNEL SALARIES
Project Coordinator (Lead Site Coordinator)
Health Educator (Must be bi-lingual)
Staff/Volunteers (at least 50% must be bi-lingual)
Subtotal:

$ 20,000
$ 8,000
$2,000
$ 30,000
24% of total salaries

EMPLOYEE BENEFITS
Workmans Compensation
Vacation
Health Insurance
Payroll Taxes
Subtotal:
INDIRECT COST
Travel/Gas (local)
Training (site and curriculum)
Equipment (3 computers, 2 tablets, 2 printers, 5
telephones, recall/reminder system software, 1 camera, 1
voice recorder, 1 projector, 1 laminating machine & sleeves)

$ 7,200

$ 1,800
$ 2,500
$ 5,000

Sherese M. Brooks
L26557877 HLTH634-D01
Program Supplies (office supplies: pencils, pens,
paper, 2 flash drives, files, ink, stationary, envelopes, and fax
paper, cardstock)
Printing/Duplication (bi-lingual shot health records)

$ 1,800
$ 1,200

Subtotal:

$ 12,300

DIRECT COST
Marketing/Promotion (television: bi-weekly ads for

$ 22,000

30 seconds on 4 channels = $8,000; radio: bi-weekly spots on

2 stations for 30 seconds = $ 7,000; social media ads:
monthly = $ 3,000; educational brochures: 10,000 copies =
$4,000.

Subtotal:

$ 5,000
$ 2,500
$ 29,500

Subtotal:

$ 12,000
$4,000
$ 16,000

Total:

$ 95,000

Operating related cost

Other

OTHER
Facility Rental
Miscellaneous

B. Needs and justification of budget

1. The two biggest budget items are personnel including fringe benefits (40%) and
direct cost (33%) to help implement, market, and promote the Max The Vax
program to the community.
2. The National Council of La Raza (partner) plan to contribute 50% towards the
facility rental cost and 30% marketing specifically for television ads.
3. Travel will include gas for local transportation (majority) due to the programs
focus in Charlotte, NC.
4. Training is important because the community partners and staff must learn
culturally competent skills and knowledge to work with a diverse population.
5. Some program employees such as the Health Educator will be working parttime. Likewise, the Program Coordinator will utilize other resources for income.
6. The printing cost will include print material in both Spanish and English and
the bi-lingual shot records each participant will receive.

Sherese M. Brooks
L26557877 HLTH634-D01

References:
1. A Report on Reaching Ethnic and Minority Populations to Improve Adolescents and Adult
Immunization Rates. National Foundation for Infectious Diseases website.
http://www.nfid.org/publications/reports/adolescent-adult-white-paper.pdf. Updated October
2002. Accessed December 10, 2015.
2. Immunization and Infectious Diseases. Healthy People 2020 website.
http://www.healthypeople.gov/2020/topics-objectives/topic/immunization-and-infectiousdiseases. Update December 11, 2015. Accessed December 11, 2015.
3. A Report on Reaching Ethnic and Minority Populations to Improve Pediatric Immunization
Rates. National Foundation for Infectious Diseases website.
http://www.nfid.org/publications/reports/pediatricwhitepaper.pdf. Published October 2002.
Accessed December 11, 2015.
4. Immunizations. Migrant Clinicians Network website.
http://www.migrantclinician.org/issues/immunizations. Accessed December 10, 2015.