Public Health Communications Response to the Influenza Vaccine Shortage

An internal and external response to the October 5, 2004 news of a shortage of influenza (flu) vaccine was rapidly developed and implemented. Actions included: rapid and straightforward communication with all 600 employees including switchboard operators within 3 hours of initial knowledge of the flu vaccine shortage; providing tools for effective communication with the public and other stakeholders including the most current facts, a link to the Center for Disease Control and Prevention (CDC) Web site, regularly updated talking points, flow-chart-based guidance for working with dissatisfied callers, and handouts on flu prevention (e.g., proper hand-washing technique); a Flu Information Line was established immediately; a Flu Vaccine Information component was added to the Pinellas County Health Department (PCHD) Web site; flu-specific messaging was also provided via the PCHD local access TV channel and an epidemiology newsletter, in addition to standard channel.

The goal was to provide flu vaccine to those most at risk while minimizing public alarm and gaining acceptance by employees that the traditionally free flu vaccine would not be available.

Following CDC and Florida DOH guidance, vaccine doses were primarily distributed to nursing homes, hospitals, assisted living facilities, and to physicians with patients who are elderly or who have a chronic condition. The majority of at-risk individuals receiving flu vaccine during the 2004-2005 flu season were senior citizens.