{"id":4787,"date":"2025-02-19T21:43:38","date_gmt":"2025-02-19T21:43:38","guid":{"rendered":"https:\/\/jsr-strategies.com\/?post_type=case-studies&p=4787"},"modified":"2025-12-18T14:10:32","modified_gmt":"2025-12-18T14:10:32","slug":"south-east-alaska-regional-health-consortium-outreach","status":"publish","type":"case-studies","link":"https:\/\/jsr-strategies.com\/es\/case-studies\/south-east-alaska-regional-health-consortium-outreach\/","title":{"rendered":"SEARHC \u2013 Difusi\u00f3n y medios pagados"},"content":{"rendered":"\t\t
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Outreach & Paid Media for Vaccination Campaign<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tSouth East Alaska Regional Health Consortium\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Issue<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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SEARHC, one of the largest Native-run health organizations in the U.S., serves as the primary healthcare provider across 27 remote communities in Southeast Alaska. With limited road connectivity and a high dependence on air and water travel, vaccinating the region\u2019s population against COVID-19 was both a logistical and public engagement challenge.<\/span><\/p>\n

In anticipation of the FDA\u2019s approval of COVID-19 vaccines in late 2020, SEARHC launched an urgent campaign to educate residents, drive vaccine sign-ups, and ensure equitable access to vaccinations. Given the region\u2019s geographic barriers, high respect for elders, and strong sense of community, SEARHC needed a targeted and culturally relevant media strategy to maximize outreach and participation.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Goal<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • Drive vaccine sign-ups and ensuring vaccine accessibility in 27 rural and tribal communities.<\/span><\/li>\n
  • Develop and implement a multi-channel paid media strategy to educate residents about vaccine safety and availability.<\/span><\/li>\n
  • Leverage digital and community-based outreach to combat misinformation and encourage community-driven vaccine uptake.<\/span><\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Solution<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    JSR Strategies executed a comprehensive outreach and paid media campaign, integrating hyper-local messaging, digital engagement, and community-focused strategies to ensure maximum participation.<\/span><\/p>\n

    Strategy 1: Internal Outreach to Healthcare Providers<\/strong><\/h6>\n
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    • SEARHC\u2019s Chief Medical Officer incorporated vaccine updates into frequent briefings for hospital and clinic staff.<\/span><\/li>\n
    • A series of 53 caregiver updates and 33 Incident Command System updates informed staff about vaccine safety and distribution sequencing.<\/span><\/li>\n
    • Conducted an internal provider survey, finding that 87% of doctors, nurses, and staff wanted to be vaccinated, establishing a strong foundation for public trust.<\/span><\/li>\n<\/ul>\n
      Strategy 2: Public Education and Community Engagement<\/strong><\/h6>\n
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      • Framed messaging around community values\u2014protecting elders and family members.<\/span><\/li>\n
      • Created a dedicated COVID-19 vaccine information page (covid19.searhc.org) updated in real-time with vaccine facts, FAQs, and appointment sign-ups.<\/span><\/li>\n
      • Deployed targeted social media and paid digital ads on Facebook and Instagram, sharing key vaccine updates.<\/span><\/li>\n
      • Hosted Facebook Live \u201cLunchtime Chats\u201d featuring SEARHC\u2019s Chief Medical Officer answering community questions (one video garnered 2,600 views and 190 comments).<\/span><\/li>\n
      • Partnered with local newspapers and radio stations for print and broadcast ads emphasizing vaccine safety and availability.<\/span><\/li>\n<\/ul>\n
        Strategy 3: Paid Media and Sign-Up Tools for Vaccine Registration<\/strong><\/h6>\n
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        • QR codes linked to vaccine sign-up pages were placed in print ads, grocery stores, and clinic flyers.<\/span><\/li>\n
        • Paid social media ads and Google display ads targeted residents by location and age group to drive sign-ups.<\/span><\/li>\n
        • Launched the \u201cAssist Your Elders\u201d campaign, encouraging younger family members to help seniors register for vaccinations.<\/span><\/li>\n
        • Conducted direct elder outreach, calling senior patients to assist with registration.<\/span><\/li>\n
        • Set up community vaccine clinics, adapting to storm-related logistical challenges using seaplanes and tour boats for vaccine deliveries.<\/span><\/li>\n<\/ul>\n<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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          Outreach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"SEARHC\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          Results<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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          SEARHC\u2019s strategic outreach and paid media campaign successfully increased vaccine adoption, helping Alaska lead the nation in per capita vaccinations. Key outcomes included:<\/span><\/p>\n

          High Vaccination Uptake:<\/strong><\/h6>\n
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          • In the first five weeks (Dec. 17\u2013Jan. 21), SEARHC administered 9,888 vaccinations, covering 14.8% of the region\u2019s population.<\/span><\/li>\n
          • Vaccine sign-up rates surged following targeted paid ads and outreach efforts.<\/span><\/li>\n<\/ul>\n
            Website & Digital Engagement:<\/strong><\/h6>\n
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            • The covid19.searhc.org page had 23,899 views and 38,016 sessions during December and January.<\/span><\/li>\n
            • The site added 12,013 new users, demonstrating the campaign\u2019s impact in reaching previously unengaged audiences.<\/span><\/li>\n<\/ul>\n
              Social Media & Paid Media Performance:<\/strong><\/h6>\n
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              • In the two months prior to vaccine delivery, SEARHC\u2019s COVID-19 social media campaign generated:<\/span>\n
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                • 83,367 impressions<\/span><\/li>\n
                • 11,856 engagements<\/span><\/li>\n
                • 453 shares<\/span><\/li>\n<\/ul>\n<\/li>\n
                • Social media response to vaccine-related posts was overwhelmingly positive; for example, a Facebook post about the first vaccine deliveries reached 12,755 people and received 1,139 reactions, comments, and shares.<\/span><\/li>\n<\/ul>\n
                  Earned Media & Public Relations Impact:<\/strong><\/h6>\n
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                  • From Dec. 10, 2020\u2013Jan. 21, 2021, vaccine-related news coverage reached a total audience of 1,390,586.<\/span><\/li>\n
                  • Earned media coverage generated $136,888 in publicity value.<\/span><\/li>\n
                  • SEARHC\u2019s COVID-19 efforts received 77 mentions nationwide (source: Critical Mention).<\/span><\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                    Vaccines Administered<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/div>
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                    $136,888<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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                    Earned Media Publicity Value<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                    Jessica is a consummate marketing strategist. She was instrumental in developing the brand strategy for the Southeast Alaska Regional Health Consortium, helping us become the market leader.<\/span><\/p>\n

                    In working with her clients, JSR is professional, easy to work with, focused, brings creative solutions, and is willing to ask the tough questions in a way that they can be heard, all within the boundaries of the determined budget.\u00a0\u00a0<\/span><\/p>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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                    \n\t\t\t\t\t\t\t\t\tSenior Executive VP, SouthEast Alaska Regional Health Consortium\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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                    Awards<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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