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SUMMARY
A series of marketing focus groups were conducted to explore how to communicate public messages about health disparities in Appalachia. Analysis and recommendations are made regarding communication plan goals, audiences, marketing messages, including tested alternative messages for different audiences. Participants were generally surprised that trend patterns demonstrated that cancer in the region is getting worse compared to national rates. Participants from different backgrounds (e.g., health professionals, community leaders, business executives) recommended attention to appropriate senders of disparity messages and use of multiple message channels to reach the same audience. Key audiences were identified as communities, providers, and employers. The report recommends reinforcing efforts including public relations, direct communication and advertising as the optimal approach to communicating disparities messages.
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FINDINGS
11.1 Communication messages about health disparities should speak to each of the three groups—community, care providers, and employers.
11.2 Local media can be used to reach the general public and employers, building on both groups value of knowledge and ideas.
11.3 A general brochure should be distributed to the public. This should include general information on these issues and emphasize the effects of healthier lifestyles—tapping into people’s desire to live longer and spend more time enjoying family, friends and the fruits of their labor.
11.4 Another brochure should be made to communicate a slightly different message to employers—utilizing the general message while also indicating the potential for positive affect on a company’s bottom-line efficiency.
11.5 Professional workshops should be started where physician-specific fact sheets will be used and will be highly focused. Physician “executive briefing” letters should be mailed directly to physician offices.
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