New Mexico: Centralized Communication During a Measles Outbreak

Strategy

The New Mexico Department of Health (NMDOH) experienced a measles outbreak in 2025 and determined that a coordinated effort with a thoughtful communication strategy was needed. The immunization program team developed multiple channels through one structure to deliver timely information.

Challenge

Measles is a highly contagious illness that is transmitted through direct contact with infectious droplets and spreads when an infected person breathes, coughs, or sneezes. The infectious droplets can hang in the air for about an hour. The infectious droplets may also land on a surface, where they can live and spread for several hours. As a result of a declared measles outbreak, the Incident Command Structure (ICS) was activated under NMDOH to prevent disease with vaccine, detect cases, and respond with immediate action to control and prevent disease spread. The ICS response involved projecting immediate timelines of action for logistics, operations, planning, communication, and finance. Communication is a high priority to the community to prevent misinformation and panic while activating steps to prevent disease spread. One of the lessons learned from the COVID-19 pandemic was that transparency is key for community trust and responsiveness.

Solution

NMDOH launched a centralized measles landing webpage that provides information to the community as a whole and guidance directly to medical professionals, educators, and childcare providers. The goal was to provide the most up-to-date information of cases, vaccine recommendations and access, and direct access to a medical professional to ask questions on measles symptoms and vaccine status.

NMDOH established a toll-free nurse call center to answer immediate questions from the community and medical providers. The call center was available seven days a week and provided information on measles symptoms, guidance on exposures, information on vaccine status, and allowed callers to report cases.

NMDOH posted an overview of the measles virus on their webpage. It featured a listing of frequently asked questions, which was developed and updated to address community questions and concerns. For a quick vaccine guide, a table of recommendations was posted for standard and outbreak county recommendations. Clinics started immediately once the outbreak was declared.

The NMDOH webpage featured current locations of vaccine clinics in the state and specified which clinics allowed walk-in access. As part of extended messaging statewide, public service announcements (PSAs) from the NMDOH chief medical officer and immunization program section manager were developed to promote them as trusted voices in the community to provide guidance on vaccine recommendations. The PSAs were distributed through local radio, local television, and social media. The PSAs were also posted on the NMDOH landing page to ensure that community members recognized the messaging being aired on external platforms. The public portal of the New Mexico Statewide Immunization Information System was posted as a resource for the community to check vaccinations status. Dashboards of measles cases, measles, mumps, rubella (MMR) vaccine doses administered, county vaccine coverage, and wastewater detections were developed and updated each Tuesday and Friday. Infographics were developed to be relatable to the community. The webpage was created in English and Spanish.

Outcome

NMDOH created a centralized webpage to provide information on the measles outbreak occurring in the state. The goal was to provide the most up-to-date information of cases, vaccine recommendations and access, and direct access to a medical professional to ask questions on measles symptoms and vaccine status.

The landing page was shared to the community through press releases, radio, television, social media, and virtual presentations with healthcare partners, school personnel, and community-based organizations. As updates occurred, the community was able to see the latest updates and accurate information that countered misinformation. The call center was influential in preventing unnecessary exposures in emergency and urgent care settings by providing information about alternative testing sites.

When cases jumped to additional counties, the community response for MMR vaccine uptake increased as guidance recommendations were being followed. The MMR doses administered vaccine dashboard on the webpage reflected the community response and trust, and it demonstrated the community’s commitment to protecting themselves and the population in the state. The centralized measles webpage assists by providing transparency, real-time information, guidance, vaccine access, and more for the population need. It is essential to have one centralized messaging location in a large rural state to ensure immediate access to healthcare information during an outbreak response. Without a reliable centralized source, conflicting messages can spread quickly and add to misinformation. The centralized webpage has been a referred resource from healthcare partners, including city, county, state, and Centers for Disease Control and Prevention (CDC) partners. The communication response planning under ICS was critical for achieving timely disease and vaccine education and inspiring protective action.

Supplemental Materials