CDC H1N1 Flu | Guidance from Pediatric Stakeholders: A Coordinated Approach to Communicating Pediatric-related Information on Pandemic Influenza at the Community Level

Guidance from Pediatric Stakeholders: A Coordinated Approach to Communicating Pediatric-related Information on Pandemic Influenza at the Community Level
January 27, 2010, 1:30 PM ET

Introduction
Effective communication is a key component of emergency response planning. It can help direct the medical community and the general public to take appropriate action to contain a disease outbreak, limit exposure, and reduce morbidity and mortality. On the other hand, ineffective communication can lead to confusion in both the general public and the emergency response community. It can interfere with the response to an incident. It can lead to public distrust and skepticism, and, once that has happened, it is difficult to regain that trust.

Purpose
The purpose of this document is to provide a suggested approach, based on input from pediatric stakeholders, to communicating pediatric-related information on pandemic influenza at the community level in a step-by-step manner. This is a suggested approach to coordinating communication and disseminating information; it can be adapted or modified to suit most communities as they see fit. The goal is to give community planners "talking points" for discussions on a coordinated approach to communication in their community.

Target Audience
The target audience for this document is community planners who would oversee communication with the medical community and the general public during an influenza pandemic.

Rationale
During an influenza pandemic, a lack of a coordinated approach to communication between the medical community and the general public can result in confusion and actions that interfere with the medical response to the outbreak. To address this issue, pediatric stakeholders, including members of national associations (medical, health, and school related), pediatric primary care providers, and hospitals, met to develop a suggested approach to coordinating the communication of pediatric-related information during the 2009 H1N1 influenza pandemic.

Assumption
It is assumed that the community planners using this document will have experience in developing communication plans for their community. It is beyond the scope of this document to provide a detailed description of the general development process; however, the steps outlined in this document provide a framework for developing such a plan.

Examples of Undesired Actions Taken During the Early Part of the 2009 H1N1 Influenza Pandemic
Medical professionals directing their patients to hospitals for testing or treatment when tests or treatments were not available at their facilities, resulting in a surge in patient volume at the hospital system.

Parents and caregivers:

.Flooding medical provider offices or hospital emergency departments with unnecessary calls or visits for information only or for treatment for minor illnesses that did not require medical care, such as the common cold.
..Demanding influenza testing for their child when such testing was not necessary.
...Sending children to child care or school when ill, thus exposing others to infection.
....Masking an ill child’s fever with medication so that the child could return to school.
.....Intentionally exposing their children to persons with 2009 H1N1 influenza so that they would become infected and develop immunity (commonly referred to as "flu parties").
......Refusing vaccination or medical treatment for their children.
.......Acquiring and “hoarding” antiviral medications to use in the event that someone in their family became ill.
-"Shopping" for medical professionals who would provide testing or treatment for their child when such testing or treatment was not medically indicated.

Steps to Prevent These Actions
-Identify trusted sources of information.
-Identify "The Voice" of the community.
-Identify those who need the information.
-Identify the information needed.
-Condense the information you want to communicate.
-Identify the methods of communication.

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CDC H1N1 Flu | Guidance from Pediatric Stakeholders: A Coordinated Approach to Communicating Pediatric-related Information on Pandemic Influenza at the Community Level