Strategy
The Power of Providers (POP) Initiative is an innovative program that leverages the expertise and power of healthcare providers by supporting their conversations about COVID-19 vaccines and providing related resources.
Challenge
Throughout the COVID-19 pandemic, trust in the nation’s public health agencies declined and COVID-19 vaccine hesitancy persisted. People were unsure of how to find reliable, accurate information to support informed decisions about their health. There was a need to establish partnerships with trusted healthcare professionals in all state regions to ensure the health and safety of communities and reduce disparities in vaccination rates. Collaboration and communication between healthcare providers and the Washington State Department of Health (DOH) was minimal. Providers were not engaging in conversations about the COVID-19 vaccine, especially among populations with low vaccination rates, and providers lacked the resources to support these populations.
Solution
The POP initiative was launched in 2021 and involved a mail campaign to 205,135 providers, stratified by county and specialty. The Washington DOH engaged in monthly meetings with a diverse, cross-disciplinary Advisory Group to gather feedback on program initiatives, policies, and programming. POP members received biweekly newsletter emails sharing timely updates, training, and resources. Members serving minority populations were provided with one-on-one outreach and technical assistance. The POP initiative website offered streamlined access to curated information about training opportunities, vaccine confidence discussion guides for multiple populations, and updated news and clinical guidance. The POP initiative included providing peer-to-peer webinars with free continuing education credits presented by experts in topics relevant to COVID-19, including a series on resiliency and disaster recovery for providers. Providers enrolled in the initiative had access to a portal for ordering free, directly shipped promotional/educational materials and other items for patients and providers. The program was promoted through healthcare provider conference tabling and regular presentations to partners. The POP initiative allowed for regular, ongoing outreach and relationship-building activities with healthcare organizations, professional associations, and commissions. A POP en Español website was developed to support Spanish-speaking healthcare providers and provide them with easy access to resources for Spanish-speaking patients. Postcards were sent to over 43,000 providers in 10 counties with the highest percentages of Spanish-speaking populations to increase awareness about Spanish-language patient resources.
The POP initiative involved 8 to 14 full-time equivalents. The partners for this initiative included 35 healthcare associations, healthcare commissions, local health jurisdictions, the American Indian Health Commission, and health service agencies. POP’s primary costs are associated with staffing and contracts for printing/mailing and peer-to-peer learning webinar presenters. All activities were funded through CDC grants.
Outcome
Based on the evaluation of POP initiative, the program increased provider confidence in encouraging COVID-19 vaccines. The success of this initiative can be attributed to several factors. It allowed for dedicated time to build bi-directional, mutually beneficial relationships between DOH and healthcare providers. Members were recognized, resourced, and invited to give feedback to inform DOH programming and policies. Providers from a wide variety of disciplines and all regions were included. The POP initiative provided tools to improve patient communication, combat misinformation, and ensure staff had the latest clinical guidance. As a result of these efforts, Washington has achieved one of the highest rates of COVID-19 vaccination in the country.
Background
Throughout the COVID-19 pandemic, trust in the nation’s public health agencies has declined, and hesitancy to receive a COVID-19 vaccine exists. Some people are unsure how to find reliable, accurate information to support informed decisions about their health. The Power of Providers (POP) Initiative is an innovative program that leverages the expertise and power of healthcare providers by supporting their conversations about COVID-19 vaccines and providing related resources.
Lessons Learned and Key Factors for Success
Key factors in the success of the initiative include:
- Dedicating time to build bi-directional, mutually beneficial relationships between DOH and healthcare providers. Members were recognized, resourced, and invited to give feedback to inform DOH programming and policies.
- Including providers from a wide variety of disciplines and all regions has expanded the program and allowed us to educate and inform more people about the safety and benefits of COVID-19 vaccines.
- Providing tools to improve patient communication, combat misinformation, and ensure staff have the latest clinical guidance has contributed to Washington achieving one of the highest rates of COVID-19 vaccination in the country.
- Targeted efforts to reach those at highest risk for disease and death from COVID-19 and those with low vaccination rates has been important.