Kelsey Peterson works at Horizon Public Health as a supervisor of the disease prevention, control, and emergency preparedness unit for the last three and a half years. The conversation with Kelsey has been summarized for clarity and length.
How long have you been engaged in the MIIC texting program?
We started engaging with this program during the COVID-19 pandemic to send out reminders about the COVID-19 vaccine. In May 2024, we enrolled in the routine vaccines texting campaigns.
Which MIIC texting campaigns does your organization participate in?
Routine texting campaign for children and adolescents
Why is the texting program important to your organization?
It’s a great communication option for families who prefer text messages and meets a population that are not engaged with mailings or phone calls. Texting campaigns are an efficient way to connect with some demographics that are not reached through other forms of communications.
How does the texting program support your organization’s immunization practice?
The program aims to increase immunization rates by providing people a direct way to schedule vaccine appointments.
What is the goal of your texting program?
The goal of our campaign is to expand our communication with the public and to reach a broader group of people in a more accessible way. We use the texting program data to inform us about who is being reached through text messaging and its impact on the population we serve.
What outcomes are you seeing since enrolling in the texting program?
Prior to implementation of the texting program, we sent letters to people who were overdue for routine vaccines. Our organization was unable to track whether the people who received the letter ended up getting vaccinated. In contrast, the texting program provides us with data on how many people receive a message and how many people go on to get vaccinated after receiving a message.
What feedback, if any, have you received from families and/or staff regarding the texting program?
Our staff have provided positive feedback because the program directly communicates with the public and provides concrete data to inform future texting campaigns. The program is also user friendly and communicates information that the public is more likely to engage with.
Why did you begin requesting undeliverable texting data?
Undeliverable texting data shows which clients were unable to receive a text message due to a bad phone number in MIIC. As we started to receive data, we understood that undeliverable data would help inform us on which clients were unable to receive a text message. After reviewing the data, we found that 25% of people received an undelivered text message (the program tried to send a text message, but the message was not delivered). Our organization wanted to increase the number of delivered text messages so more people could be notified that they are due/overdue for immunizations.
How have you utilized the undeliverable texting data to inform current practices?
After becoming aware of the high percentage of undeliverable text messages, we worked with MDH to understand why the messages were undelivered. We then communicated this information with staff and emphasized the importance of requesting updated cell phone information from patients, so the program can successfully deliver text messages.
Why is data quality important to you and your organization?
Updating phone numbers as part of this data quality project increases the number of delivered text messages to clients who are due/overdue for routine immunizations. Improving the phone numbers can make sure that more clients are able to receive the message and make educated decision on when to vaccinate. The project also gave us an opportunity to explain to staff the reasoning behind our practices that aim to support healthy families, communities, and individuals.
Is there any additional information you’d like to include?
While we are currently focused on improving immunization rates by reducing the number of undeliverable text messages. We would also like to understand different ways we can work to improve immunization rates in the population we serve.
If your organization participates in the MIIC texting program and would like more information on undeliverable text messages, please contact us at health.miictexting@state.mn.us.
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