Staying Ahead of the Outbreak: How Milwaukee is Preparing for Measles

As students prepare to head back to school and public health agencies across the country confront rising case numbers, the City of Milwaukee Health Department (MHD) is launching a two-part series on vaccine-preventable illnesses. In this issue, we focus on measles: a virus making a national comeback. Next month, we will take a broader look at childhood immunizations and school-required vaccines. 

Measles on the Rise Nationwide 

Measles is surging back across the United States. As of July 30th, 2025, the CDC reports more than 1,300 cases have been confirmed across 40 states, which is one of the highest yearly totals in recent decades. Clusters of measles have occurred in New York, California, Florida, Illinois, and Texas, often concentrated in communities with lower vaccination rates or linked to international travel. 

“Measles is so contagious that even a small drop in vaccination rates can have enormous consequences,” said Lindsey Page, MPH, Director of Immunizations and Communicable Disease at MHD. “It’s one of the most contagious viruses in the world.”  

Measles spreads through the air via respiratory droplets and can linger in the air for up to two hours after an infected person has left. Symptoms usually appear 7 to 14 days after exposure and begin with a high fever, cough, runny nose, and red, watery eyes. A rash develops three to five days later, spreading from the hairline downward.

Children under one, pregnant individuals, and those with compromised immune systems are especially vulnerable to measles. In unvaccinated individuals, complications can include pneumonia, encephalitis, hospitalization, and even death. 

Building the Blueprint for Rapid Response 

MHD developed a full measles response protocol outlining every step: internal and external communication, contact tracing, quarantine and exclusion guidance, standing up clinics, and issuing public alerts. The department conducted multiple planning exercises to rehearse its response, including a simulated outbreak scenario with MHD leadership and another coordinated simulation involving schools, health systems, neighboring health departments, and emergency preparedness partners. These preparations are informed by lessons from COVID-19.  

“COVID taught us how to act fast, communicate clearly, and stay connected with the community,” said Page. “The infrastructure and partnerships we built during COVID are absolutely shaping how we prepare for measles now.” 

As part of its preparation, MHD purchased 800 privately funded doses of the MMR (measles, mumps, rubella) vaccine and is offering them for for free at its three health centers, regardless of insurance or documentation status.

If a case is reported, time is critical. The vaccine can still prevent or lessen the severity of the illness if given within 72 hours of exposure.  

“As soon as we get report of a measles case, it’s go time,” said Page. “Our team is going to jump into action with contact tracing. We’d need to figure out who may have been exposed, check their vaccination status, and provide exclusion and quarantine guidance if needed. We’d also have to notify the public and coordinate vaccination clinics.”