James M. Berklan

Take whichever side of the argument you want, but you can’t disagree that New York state’s new flu-vaccine mandate has had a profound effect. By declaring health workers have to wear a facemask during flu season if they aren’t vaccinated, the state has compelled more to line up for their shots. Jewish Home Lifecare just might be the most creative. Or bold.

During the 2013-14 flu season, the New York City provider doubled its staff vaccination rate. That’s right: doubled.

And now the 2,500-employee organization is aiming to do even better — and it’s offering a secret to its success to fellow providers around the country.

Part of the not-so-secret weapon is a series of provocative posters. They feature providers wearing face masks bearing challenging messages, such as:

• “Instead of wearing a mask, get a flu shot. We’ll all breathe easier.”

• “It’s what all the non-vaccinated staff are wearing this year.”

• “You’re supposed to assist your patients, not scare them.”

The reason they can do this is New York’s year-old health department edict that says masks must be worn if an employee hasn’t been vaccinated. A bit of a strong-arm tactic, some will say, but New York isn’t alone on this. A few other states also have vaccinate-or-else policies.

It’s hard to argue with the results at Jewish Home. Last flu season, staff vaccination soared to 81%, or more than twice the 40% rate of a year earlier. This year, the goal is 85% or better, or 1 point better than the state average. New hires must agree to get a flu shot, while longer-term workers may opt out. Volunteers also must commit to getting vaccinated.

Elizabeth Weingast, the VP of Clinical Excellence at Jewish Home, noted that 85% would create herd immunity. That’s the point where an entire group could be totally immune to getting the flu, she explained. To get there, she has had her employer institute free flu shots, make them available during all shifts and drum up interest any way they could — basically anything to encourage staff to get vaccinated.

Including the powerful posters. They were created by staff working with Laughlin Constable.

Jewish Home is offering to share them, “as a public service,” Weingast said. Administrators interested in obtaining the clever artwork can contact Bruce Nathanson, senior vice president of marketing and communication at Jewish Home Lifecare.

Jewish Home Lifecare also offers flu-prevention tips on its website for elders and their caregivers. The tools include “Flu Tips for Caregivers.” You can also test your “flu IQ” here. And there are also “General Flu Tips (Flu or Cold, When To Seek Care): http://www.jewishhome.org/healthy-aging-resources/tips-for-flu-season

That’s what you call being a team player.

“The message you need to get to the employees is, it’s not just about you coming to work and potentially having to wear a mask, but rather it also gives benefits at home,” Weingast explains.

What New York’s new get-tough policy compelled Jewish Home to do was become more creative and educate “with vigor” in its vaccination campaign.

“For years, we were kind of standing on our heads. We just needed that clear directive from the government that this has to happen,” Weingast says. “People who haven’t gotten [flu vaccinated] in years said, ‘I guess I will.’ We’re hoping those people will say to their coworkers that they should do it, too.”

As for the state edict, “It kind of sounds like a bit of a threat: You have to wear a mask. Maybe there’s a little guilt involved,” Weingast acknowledged. “It’s ‘If you don’t do this, you could make somebody seriously ill.’”

She said it’s too early to be able to declare a direct causal relationship in the shot-or-mask ultimatum. But the state might be able to provide rich linking data once this second season of surveillance is completed, she hopes.

Now that would make for a compelling poster.

James M. Berklan is McKnight’s Editor. Follow him @LTCEditorsDesk.