Optimal Timing Regularly Outperforms Higher Coverage in Preventative Measles Supplementary Immunization Campaigns

Measles threatens the lives and livelihoods of tens of millions of children and there are countries where routine immunization systems miss enough individuals to create the risk of large outbreaks. To help address this threat, measles supplementary immunization activities are time-limited, coordinated campaigns to immunize en masse a target population. Timing campaigns to be concurrent with building outbreak risk is an important consideration, but current programmatic standards focus on campaigns achieving a high coverage of at least 95%. We show that there is a dramatic trade-off between campaign timeliness and coverage. Optimal timing at coverages as low as 50% for areas with weak routine immunization systems is shown to outperform the current standard, which is delayed by as little as 6 months. Measured coverage alone is revealed as a potentially misleading performance metric.