Fighting the Flu: How Behavioral Science-Based Technology Can Boost Vaccination Rates
National Influenza Vaccination Week is over, giving us an opportunity to examine the status of flu vaccines in terms of CMS Star Ratings, member decision-making processes, and the technology connecting both.
Why Flu Shots Matter
CDC strongly recommends that everyone six months and older receive an annual flu vaccine. For people 65 and older, pregnant individuals, and those with chronic health conditions, this preventive measure is even more critical, as flu complications can lead to severe illness, hospitalization, or even death.
Approximately 90% of flu-related deaths and 50%-70% of flu-related hospitalizations occur in patients aged 65 and older. Vaccinating this population, along with others at risk, significantly lowers the chance of severe outcomes. Widespread vaccination reduces the burden on healthcare systems during flu season, particularly for hospitals already stretched thin by respiratory viruses like RSV and COVID-19.
Flu Vaccination and CMS Star Ratings
The recent changes related to the flu vaccine paint an interesting picture.
In the 2022 Star Ratings, the national average score for the flu vaccine measure was 73.07%. In 2023, that average dipped slightly to 72.34%, reflecting a decline in vaccination rates.
Adding to the complexity, upcoming changes by NCQA may shift this measure’s reporting mechanism, potentially impacting CMS measuring methods later on. This connects to a recent requirement by CMS, which came into effect last month, that hospitals and critical access hospitals electronically report flu-related information. Such shifts will challenge health plans to ensure accurate reporting and drive real behavior change among members.
MedOrion’s Behavioral-Science-Based Software
So, how can health plans overcome these hurdles and improve their flu vaccination rates? Behavioral science-based advanced technology can help engage members effectively by offering these advantages:
- Understanding members’ barriers
Reasons for not getting the flu vaccine range from lack of confidence in the vaccine or generally in healthcare, worries related to side effects, and lack of awareness regarding the vaccine’s importance. Many studies found that negative attitude towards the healthcare system is the leading cause and that the best way to promote vaccination rates is to boost trust in healthcare services. MedOrion’s software analyzes the plan’s data and identifies the specific obstacles that prevent members from getting vaccinated. By addressing these barriers directly, plans can craft targeted, empathetic messages.
- Identifying at-risk groups
In addition to the older population, we know that American Indians and Alaska Natives, present higher flu-related hospitalization rates compared to the general US population. By taking each member’s individual background into consideration, we can tailor the message, as well as prioritize in-person outreach to prevent complications.
- Tailoring personalized communications at scale
After analyzing barriers, the next step is tailoring communication strategies to address individual concerns. For example, targeted reminders can be sent to members who historically delay vaccinations, emphasizing the personal benefits of flu shots or debunking common myths. MedOrion’s platform automatically integrates member data to craft personalized messages tailored to resonate with different demographics, ensuring they see the flu shot as a critical and relevant health action.
- Offering continuous feedback and adaptation
MedOrion’s technology continuously tracks campaign effectiveness and adjusts strategies in real time. This allows health plans to measure success and pivot strategies when necessary to reach the highest possible impact.
With the right technology, health plans can close vaccination gaps, improve their Star Ratings, and, most importantly, protect their members’ health. As National Influenza Vaccination Week reminds us each year, a healthier population starts with proactive measures, innovative solutions, and a commitment to preventive care.