CALPACT Webinar: Putting Culture Into Context: Communicating with Diverse Latino Communities
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CALPACT Webinar: Putting Culture Into Context: Communicating with Diverse Latino Communities

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Today's U.S. Latino population is growing, dynamic and evolving, reflecting a new American reality. Latino culture and family dynamics impact healthcare decisions and behaviors. Recognizing that ...

Today's U.S. Latino population is growing, dynamic and evolving, reflecting a new American reality. Latino culture and family dynamics impact healthcare decisions and behaviors. Recognizing that Latinos are not a homogeneous group, experts from media, academic research and public health promotion will share insights, tips and tools in this timely webinar for closing the cultural communication gap with this diverse population.

After this session, participants will be able to:

- Identify diversity among Latino populations and take appropriate steps to build a communication ecology relative to that diversity
- List at least two healthcare myths about Latinos
- Describe the role that media, community and family influences play in healthcare decisions
- Describe how to reach Latinos more effectively through culturally relevant communication and outreach

Speakers:
Sonya Suarez-Hammond, Senior Director of Strategy & Insights/Healthcare at Univision Communications
Dr. Holley Wilkin, Professor and affiliated faculty of the department of Partnership for Urban Health Research at Georgia State University
Dr. Carmen Gonzalez, Postdoctoral Scholar at the Annenberg School for Communication and Journalism at the University of Southern California.

Moderator: Nancy Murphy, Executive Vice President, Metropolitan Group.

This presentation was from the fifth session in the CALPACT sponsored Health Communication Matters Webinar Series, which will help participants in all walks of public health to apply health literacy principles to their everyday communications.

Please visit here to listen to the audio recording of the webinar:
http://cc.readytalk.com/play?id=2peynd


Visit these links for the other resources related to this webinar:

Resources:
http://www.slideshare.net/SPHCalpact/putting-culture-into-context-resources

Health Literacy Undervalued by Public Health? A tool for public health professionals:
http://www.slideshare.net/SPHCalpact/calpact-training-health-literacy-undervalued-by-public-health-training-tool



Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org

Questions?

Email sphcalpact@berkeley.edu

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CALPACT Webinar: Putting Culture Into Context: Communicating with Diverse Latino Communities CALPACT Webinar: Putting Culture Into Context: Communicating with Diverse Latino Communities Presentation Transcript

  • Welcome to the Webinar  Health  Communica/on  Ma1ers!     Pu$ng  Culture  Into  Prac0ce:     Communica0ng  with  Diverse  La0no  Communi0es     We  will  begin  shortly…  
  • Today you’ll be hearing from. . . Holley Wilkin, PhD Georgia State University Sonya Suarez-Hammond Univision Communications, Inc. Carmen Gonzalez, PhD University of Southern California
  • I will be your moderator. . . Nancy Murphy, MSHC Metropolitan Group, Moderator
  • Agenda     1.  Review  of  session  objec0ves   2.  Introduc0on  of  today’s  speakers   3.  The  New  American  Reality:  Hispanics  and  Healthcare   4.  Q  &  A   5.  Crea0ng  a  Communica0on  Ecology     6.  Q  &  A   7.  Specific  ac0ons  and  resources    
  • Objectives •  Iden0fy  diversity  among  La0no  popula0ons  and  take   appropriate  steps  to  build  a  communica0on  ecology  rela0ve   to  that  diversity     •  List  at  least  two  healthcare  myths  about  La0nos       •  Describe  the  role  that  media,  community  and  family   influences  play  in  healthcare  decisions     •  Describe  how  to  reach  La0nos  more  effec0vely  through   culturally  relevant  communica0on  and  outreach      
  • Health  Literacy:   Undervalued  by   Public  Health?   A  tool  for  public  health   professionals.                                                       Prepared  for  the  American  Public  Health   Associa0on  Community  Health  Planning  &   Policy  Development  Sec0on   Tammy  Pilisuk,  MPH        AUG  2011  
  • Who is speaking today: Sonya Suarez-Hammond Sonya Suarez-Hammond Senior Director, Strategy & Insights Univision Communications, Inc. Email: ssuarez-hammond@univision.net Website: http://univision.net
  • Who is speaking today: Carmen Gonzalez and Holley Wilkin Carmen Gonzalez, PhD University of Southern California Email: cagonzal@usc.edu Holley Wilkin, PhD Georgia State University Email: hwilkin@gsu.edu
  • Who is moderating our discussion today: Nancy Murphy, MSHC Nancy Murphy, MSHC Executive Vice President, Metropolitan Group Email: nmurphy@metgroup.com Website: www.metgroup.com
  • Introducing Sonya Suarez- Hammond Sonya Suarez-Hammond Senior Director, Strategy & Insights Univision Communications, Inc. Email: ssuarez-hammond@univision.net Website: http://univision.net
  • Pu@ng  Culture  Into  Context:   Communica/ng  with  Diverse   La/no  Communi/es   Presented  by:     Sonya  Suarez-­‐Hammond   Senior  Director,  Strategy  &  Insights   Healthcare  Team   Univision  CommunicaAons     April  8,  2014  
  • Agenda     ü U.S.  Hispanics:  The  New   American  Reality   ü Hispanic  Healthcare  Landscape   ü Engaging  Hispanic  Pa/ents   ü Key  Takeaways  
  • U.S.  Hispanics:     The  New  American  Reality    
  • The  New  American  Reality    55.7M Hispanics in the U.S. Today! In 2014 Hispanics represent: •  17.5% of Total U.S. Source: U.S. Census Bureau, 2014 National Population Projections July 1, 2012 to July 1, 2060. Released December 2012.
  • The  New  American  Reality    55.7M Hispanics in the U.S. Today! In 2014 Hispanics represent: •  17.5% of Total U.S. •  24.6% of Children 0-17 Source: U.S. Census Bureau, 2014 National Population Projections July 1, 2012 to July 1, 2060. Released December 2012.
  • The  Changing  Face  of  The  Na/on’s   Youngest  Popula/on   Source: National Statistics Reports Volume 62 Number 1. Births Final Data for 2011 Released June 28, 2013 1 in 4 Babies born in the U.S. is Hispanic 1 in 2 Babies born in CA and TX is Hispanic
  • The  New  American  Reality    55.7M Hispanics in the U.S. Today! In 2014 Hispanics represent: •  17.5% of Total U.S. •  24.6% of Children 0-17 •  19.9% of Adults 18-49 Source: U.S. Census Bureau, 2014 National Population Projections July 1, 2012 to July 1, 2060. Released December 2012.
  • The  New  American  Reality    55.7M Hispanics in the U.S. Today! In 2014 Hispanics represent: •  17.5% of Total U.S. •  24.6% of Children 0-17 •  19.9% of Adults 18-49 •  9.6% of Adults 50+ Source: U.S. Census Bureau, 2014 National Population Projections July 1, 2012 to July 1, 2060. Released December 2012.
  • Hispanic  Popula/on     Expected  To  Double     31%  of  the  U.S.  Popula/on  Will  Be  Hispanic  By  2060       % ofTotal Total 14.6 22.4 35.3 50.5 63.7 78.6 94.8 111.7 128.7 6.4% 9.0% 12.5% 16.3% 19.1% 21.9% 25.0% 27.9% 30.6% 1980 1990 2000 2010 2020 2030 2040 2050 2060 Today:17.5% Actual Forecast Source: U.S. Census Decennial Census 1980, 1990, 2000, 2010. 2012 National Projections Released December 2012.
  • A  ques0on  for  Sonya   You’ve just shared some great statistics to help clarify myths and misunderstandings about the presence of Hispanics in the U.S. now and in the future. What about some of the myths specifically related to healthcare? What are some of the biggest misunderstandings there?
  • $40Bspent by Hispanics on out-of-pocket healthcare expenditures in 20124 $19B 42%of Hispanics covered by private insurance3 34%of Hispanics covered by governme nt insurance3 vs. 71%of all Hispanics currently have health insurance vs. 88% of Non-Hispanics1 10.2 Million uninsured Hispanics are ACA eligible for insurance2   Source: 1. U.S. Census Bureau, 2012 American Community Survey (1-Year Estimate); 2. Center for Medicaid and Medicare Services 2011 Analysis of uninsured and eligible population; 3. Census Bureau, Current Population Survey, 2012 Annual Social and Economic Supplement.; 4. Global Insight 2013 Hispanic Market Monitor Forecast ; 5. Symphony Health TRx Retail Dollars MAT Ending September 2013, Based on Adults 18+. Dispelling  Hispanic  Healthcare  Myths   Health Expenditures Health Insurance
  • $40Bspent by Hispanics on out-of-pocket healthcare expenditures in 20124 $19B 42%of Hispanics covered by private insurance3 34%of Hispanics covered by government insurance3 vs. 71%of all Hispanics currently have health insurance vs. 88% of Non-Hispanics1 10.2 Million uninsured Hispanics are ACA eligible for insurance2   Source: 1. U.S. Census Bureau, 2012 American Community Survey (1-Year Estimate); 2. Center for Medicaid and Medicare Services 2011 Analysis of uninsured and eligible population; 3. Census Bureau, Current Population Survey, 2012 Annual Social and Economic Supplement.; 4. Global Insight 2013 Hispanic Market Monitor Forecast ; 5. Symphony Health TRx Retail Dollars MAT Ending September 2013, Based on Adults 18+. Dispelling  Hispanic  Healthcare  Myths   Health Expenditures Health Insurance
  • $40Bspent by Hispanics on out-of-pocket healthcare expenditures in 20124 $19B 42%of Hispanics covered by private insurance3 34%of Hispanics covered by governme nt insurance3 vs. 71%of all Hispanics currently have health insurance vs. 88% of Non-Hispanics1 10.2 Million uninsured Hispanics are ACA eligible for insurance2   Source: 1. U.S. Census Bureau, 2012 American Community Survey (1-Year Estimate); 2. Center for Medicaid and Medicare Services 2011 Analysis of uninsured and eligible population; 3. Census Bureau, Current Population Survey, 2012 Annual Social and Economic Supplement.; 4. Global Insight 2013 Hispanic Market Monitor Forecast ; 5. Symphony Health TRx Retail Dollars MAT Ending September 2013, Based on Adults 18+. Dispelling  Hispanic  Healthcare  Myths   Health Expenditures Health Insurance
  • $40Bspent by Hispanics on out-of-pocket healthcare expenditures in 20124 $19B 42%of Hispanics covered by private insurance3 34%of Hispanics covered by governme nt insurance3 vs. 71%of all Hispanics currently have health insurance vs. 88% of Non-Hispanics1 10.2 Million uninsured Hispanics are ACA eligible for insurance2   Source: 1. U.S. Census Bureau, 2012 American Community Survey (1-Year Estimate); 2. Center for Medicaid and Medicare Services 2011 Analysis of uninsured and eligible population; 3. Census Bureau, Current Population Survey, 2012 Annual Social and Economic Supplement.; 4. Global Insight 2013 Hispanic Market Monitor Forecast ; 5. Symphony Health TRx Retail Dollars MAT Ending September 2013, Based on Adults 18+. Dispelling  Hispanic  Healthcare  Myths   Health Expenditures Health Insurance
  • U.S.  Hispanics   Healthcare  Landscape  
  • Percep/on  is  Not  Reality   47%  of  Hispanics   rate  their  health  as   very  good/excellent  vs.   38%  of  Non-­‐Hispanics     Source:  2012  UCI  Pa0ent  Journey  Proprietary  Research   Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.     Even though Hispanics have high prevalence of many disease states, their health perceptions are still more positive…
  • Source: 2010 Yankelovich MONITOR Multicultural Marketing Study, Based on P16+. Top 2 Box Summary of Amount of Worry or Stress Caused by Each of the Following In Healthcare It’s All About the Family 62% of Hispanics vs. 47% of Non-Hispanic Whites The Health of Other Family Members “I worry about….”
  • Source: 2010 Yankelovich MONITOR Multicultural Marketing Study, Based on P16+. Top 2 Box Summary of Amount of Worry or Stress Caused by Each of the Following In Healthcare It’s All About the Family 62% of Hispanics vs. 47% of Non-Hispanic Whites The Health of Other Family Members “I worry about….” 42% of Hispanics vs. 23% of NH Whites Taking Care of Elderly Family Members
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   Multi- Generational Household Structure
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   Familialismo & Collectivism Multi- Generational Household Structure
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   A Holistic Approach to Healing Familialismo & Collectivism Multi- Generational Household Structure
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   A Holistic Approach to Healing Power Distance Multi- Generational Household Structure Familialismo & Collectivism
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   Power Distance Spiritualism & Religion Familialismo & Collectivism A Holistic Approach to Healing Multi- Generational Household Structure
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   Power Distance Spiritualism & Religion Familialismo & Collectivism A Holistic Approach to Healing Fatalism Multi- Generational Household Structure
  • Family  Dynamics  and  Cultural  Values     Impact  Healthcare  Behavior   Power Distance Spiritualism & Religion Familialismo & Collectivism A Holistic Approach to Healing Fatalism Machismo & Marianismo Multi- Generational Household Structure
  • HispanicsRelyonFamilyand Friends 57% of Hispanics cite “friends/family” as a source of health and nutrition info vs.41%ofNon-Hispanics Source: UCI Patient Journey Proprietary Research 2012; Based on Hispanics who visited a doctor and have a positive relationship. Note: Survey respondents reflect symptomatic or diagnosed patients suffering from at least one of 9 diseases measured in the study.
  • 25%   32%   45%   46%   57%   67%   5%   11%   52%   61%   39%   58%   Health  Insurance   Companies   Pharmaceu/cal   Manufacturers   Nurses   Pharmacists   Hospitals   Doctors   Hispanic   Non-­‐Hispanic   Hispanics  Are  More  Trus/ng  in  their   Sources  of  Healthcare  Informa/on   Source: Univision / Experian Simmons/ Pharmaceuticals Advertising Awareness Study Base: Total Respondents Q9. Using a scale of “1” to “5” where “1” is “not at all trustworthy” and “5” is “extremely trustworthy”, please indicate how much you trust in each of the following. Cultural  differences  appear  in  varying  levels   of    trust  in  health  care  professionals  
  • A  ques0on  for  Sonya   Wow! That’s a great picture you’ve just painted for us about the influences in health and healthcare decisions. So what should we do with that information? How can we apply that information to improve communication and engagement with Hispanics in healthcare settings?
  • Understanding  and   Engaging  Hispanic   Pa/ents  
  • Internal  Tug-­‐of-­‐War   Source: Univision Patient Journey primary researchSource:  2012  UCI  Pa0ent  Journey  Proprietary  Research  -­‐  Focus  Groups  
  • Among  Hispanics   Top  3  Challenges  to     Seeking  Medical  Care   Among  Non-­‐Hispanics   1st  Prefer  to  use  a  healthy   diet  and  exercise                   1st  Prefer  to  use  a  healthy   diet  and  exercise                           Source:  2012  UCI  Pa0ent  Journey  Proprietary  Research;     Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.     Among  respondents  who  saw  a  Dr/Specialist  for  their  Primary  Condi0on  &  waited  more  than  a  month  to  make  an  appointment  from  the  0me  their  symptoms  started  OR  they  did  not  see  a  Dr/ Specialist  for  their  Primary  Condi0on.    
  • Among  Hispanics   Top  3  Challenges  to     Seeking  Medical  Care   Among  Non-­‐Hispanics   1st  Prefer  to  use  a  healthy   diet  and  exercise       2nd  Feel  I  am  in  good  health   overall  so  I  don’t  need  to   seek  medical  care             1st  Prefer  to  use  a  healthy   diet  and  exercise       2nd  Afraid  of  worrying  my   family  if  I  am  found  ill                   Source:  2012  UCI  Pa0ent  Journey  Proprietary  Research;     Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.     Among  respondents  who  saw  a  Dr/Specialist  for  their  Primary  Condi0on  &  waited  more  than  a  month  to  make  an  appointment  from  the  0me  their  symptoms  started  OR  they  did  not  see  a  Dr/ Specialist  for  their  Primary  Condi0on.    
  • Among  Hispanics   Top  3  Challenges  to     Seeking  Medical  Care   Among  Non-­‐Hispanics   1st  Prefer  to  use  a  healthy   diet  and  exercise       2nd  Feel  I  am  in  good  health   overall  so  I  don’t  need  to   seek  medical  care       3rd  Afraid  of  the  possibility   of  needing  surgery         1st  Prefer  to  use  a  healthy   diet  and  exercise       2nd  Afraid  of  worrying  my   family  if  I  am  found  ill     3rd  Difficult  for  me  to  leave   home  due  to  family  care   responsibili/es               Source:  2012  UCI  Pa0ent  Journey  Proprietary  Research;     Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.     Among  respondents  who  saw  a  Dr/Specialist  for  their  Primary  Condi0on  &  waited  more  than  a  month  to  make  an  appointment  from  the  0me  their  symptoms  started  OR  they  did  not  see  a  Dr/ Specialist  for  their  Primary  Condi0on.    
  • Key  Drivers  Offer  Mo/va/on     Top  INFLUENCERS  among  Hispanics  to   seeking  medical  care:       “I  want  to  be  healthier  than  I  am  now”     “I  want  to  prevent  any  limita/ons  to  my   ac/vi/es  “     “I’m  afraid  I  won’t  get  be1er  without   medical  care  “     “I  don’t  want  my  illness  to  prevent  me   from  enjoying  family  /me  or  celebra/ons  “             Source:    2012  UCI  Pa0ent  Journey  Proprietary  Research;  Based on Hispanics who visited a doctor and have a positive relationship.   Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.    
  • The  Doctor-­‐Pa/ent  Rela/onship     Needs  A1en/on       Characterizing  Rela/onship  with  their  Primary   Care  Doctor:     Makes me feel at ease Only 42% ofHispanicsvs. 56%ofNon- Hispanics           Source:    2012  UCI  Pa0ent  Journey  Proprietary  Research   Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.    
  • The  Doctor-­‐Pa/ent  Rela/onship     Needs  A1en/on       Characterizing  Rela/onship  with  their  Primary   Care  Doctor:     Makes me feel at ease Only 42% ofHispanicsvs. 56%ofNon- Hispanics Understands my needs Only 40%of Hispanics vs. 55% of NHs         Source:    2012  UCI  Pa0ent  Journey  Proprietary  Research   Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.    
  • The  Doctor-­‐Pa/ent  Rela/onship     Needs  A1en/on       Characterizing  Rela/onship  with  their  Primary   Care  Doctor:     Makes me feel at ease Only 42% ofHispanicsvs. 56%ofNon- Hispanics Understands my needs Only 40%of Hispanics vs. 55% of NHs Respects my opinion Only 36%of Hispanics vs. 49% of NHs   Source:    2012  UCI  Pa0ent  Journey  Proprietary  Research   Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.    
  • The  Doctor-­‐Pa/ent  Rela/onship     Needs  A1en/on       Characterizing  Rela/onship  with  their  Primary   Care  Doctor:     Makes me feel at ease Only 42% ofHispanicsvs. 56%ofNon- Hispanics Understands my needs Only 40%of Hispanics vs. 55% of NHs Respects my opinion Only 36%of Hispanics vs. 49% of NHs Understands my fears Only 31%of Hispanics vs. 39% of NHs   Source:    2012  UCI  Pa0ent  Journey  Proprietary  Research   Note:  Survey  respondents  reflect  symptoma0c  or  diagnosed  pa0ents  suffering  from  at  least  one  of  9  diseases  measured  in  the  study.    
  • A  Holis/c  Approach  to  Disease   Awareness  and  Educa/on     Family  &   Friends   Healthcare   Professionals   Pharmacists   Clinics  &     Health   Fairs   Media   (Tradi/onal,   Digital,  Social)   Community   &  Cultural   Events  
  • Media  Plays  a  Cri/cal  Healthcare  Role     and  Helps  Hispanics  Take  Ac/on   83% of Hispanics received health information from the media, and 79% took action from the media. Source: 2008 PEW Research http://pewresearch.org/pubs/923/hispanics-health 79% Took Action from Media IMPACTof MEDIA 83%   71%   63%   31%   From  the  Media:  TV,   Radio,  Print,  Internet   From  Doctors  &  Other   Health  Professionals   From  Family   &  Friends   Church  or   Community  Groups   From the Media: TV, Radio, Print, Internet 41%   57%   64%   Affected  decision  on   how  to  treat  an  illness   or  medical  condi/on   Lead  to  ask  a  doctor   or  other  medical   professional  new   ques/ons   Changed  their  way    of  thinking  about   diet  &  exercise  
  • Key  Takeaways   ü Today’s U.S. Hispanic market is a growing, dynamic and evolving population group reflecting a newAmerican reality.
  • Key  Takeaways   ü Today’s U.S. Hispanic market is a growing, dynamic and evolving population group reflecting a newAmerican reality. ü Hispanic culture and family dynamics impact healthcare decisions and behaviors. Hispanic cultural insights should be leveraged in Hispanic communications for optimal patient engagement.
  • Key  Takeaways   ü Today’s U.S. Hispanic market is a growing, dynamic and evolving population group reflecting a newAmerican reality. ü Hispanic culture and family dynamics impact healthcare decisions and behaviors. Hispanic cultural insights should be leveraged in Hispanic communications for optimal patient engagement. ü Cultural communication gap must be closed. Reach the Hispanic patient through culturally relevant communication outreach.
  • Key  Takeaways   ü Today’s U.S. Hispanic market is a growing, dynamic and evolving population group reflecting a newAmerican reality. ü Hispanic culture and family dynamics impact healthcare decisions and behaviors. Hispanic cultural insights should be leveraged in Hispanic communications for optimal patient engagement. ü There is a cultural communication gap that must be closed. Reach the Hispanic patient through culturally relevant communication outreach. ü Understanding cultural factors can lead to better Hispanic patient engagement and improved health outcomes.
  • Thank  You.   Gracias.  
  • Discussion/Q&A     Ask Sonya! Share with Sonya!
  • Introducing Carmen Gonzalez and Holley Wilkin Carmen Gonzalez, PhD University of Southern California Holley Wilkin, PhD Georgia State University
  • A Communication Ecology Approach to Studying Latina Health Holley Wilkin, Ph.D. & Carmen Gonzalez, Ph.D. University of Southern CaliforniaGeorgia State University
  • Goals/Preview ¨ Introduce communication infrastructure theory ¨ Present a community-level case study of Latina health
  • “85 or 90 percent of the time they’re super full. They people are sleeping from waiting so long. If only it were easier, if they had more clinics, perhaps they’d have better service.…A mother of a 5-year old girl in Pico Union Our focus group participants say… “There are insurances that they do not accepts in all the clinics,…and some of the nurses are really mean. We’re not asking for anything for free…it’s even less [welcoming] if one doesn’t speak English well and doesn’t understand” A mother of two kids in South Gate Communication Infrastructure Theory Neighborhood Storytelling Network RESIDENTS & FAMILIES LOCAL MEDIA COMMUNITY ORGS
  • Communication Infrastructure Theory “85 or 90 percent of the time they’re super full. They people are sleeping from waiting so long. If only it were easier, if they had more clinics, perhaps they’d have better service.…A mother of a 5-year old girl in Pico Union Our focus group participants say… “There are insurances that they do not accepts in all the clinics,…and some of the nurses are really mean. We’re not asking for anything for free…it’s even less [welcoming] if one doesn’t speak English well and doesn’t understand” A mother of two kids in South Gate Communication Environment Neighborhood Storytelling Network RESIDENTS & FAMILIES Ethnic Diversity Public Spaces (Libraries, parks, Street Safety Transportation Goods & Services Work Conditions Area Appearance Schools Health Care Resources Law Enforcement LOCAL MEDIA COMMUNITY ORGS Communication Infrastructure Theory
  • Storytelling Network & Health Local/ Ethnic Media Community & Non-Profit Organizations Residents/ Families The storytelling network +
  • Storytelling Network & Health Local/ Ethnic Media Community & Non-Profit Organizations Residents/ Families The storytelling network + Breast cancer & diabetes knowledge (Kim et al., 2011)
  • Storytelling Network & Health Local/ Ethnic Media Community & Non-Profit Organizations Residents/ Families The storytelling network + Breast cancer & diabetes knowledge (Kim et al., 2011) Perceived ease of receiving medical care (Wilkin & Ball-Rokeach, 2011)
  • Storytelling Network & Health Local/ Ethnic Media Community & Non-Profit Organizations Residents/ Families The storytelling network + Breast cancer & diabetes knowledge (Kim et al., 2011) Perceived ease of receiving medical care (Wilkin & Ball-Rokeach, 2011) Exercise (Wilkin et al., 2012)
  • Inconsistent & Additional Findings ¨ No relationship: ¤ Prostate cancer knowledge (Kim et al., 2011) ¤ Fruit and vegetable intake (Wilkin et al., 2012)
  • A  ques/on  for  Carmen/Holley   So if your research shows that the storytelling network can have some real positive outcomes for health, how do we use it? What does that look like?
  • Implications ¨ Strengthen STN connections ¨ Turn to the STN to tell stories about health issues ¨ Identify communication ecologies
  • COMMUNICATION  ECOLOGIES  IN  LOS  ANGELES    |    GLENDALE  
  • COMMUNICATION  ECOLOGIES  IN  LOS  ANGELES    |    GLENDALE   Anglos  in  Glendale   26%   38%   32%   Mainstream  TV   M.  Newspapers   Interpersonal   13%  Internet  
  • COMMUNICATION  ECOLOGIES  IN  LOS  ANGELES    |    GLENDALE   Anglos  in  Glendale   26%   38%   32%   Mainstream  TV   M.  Newspapers   Interpersonal   13%  Internet   Armenians  in  Glendale   30%   30%   12%   19%   Mainstream  TV   Geo-­‐Ethnic  TV   M.  Newspapers   Interpersonal  
  • COMMUNICATION  ECOLOGIES  IN  LOS  ANGELES    |    GLENDALE   Anglos  in  Glendale   26%   38%   32%   Mainstream  TV   M.  Newspapers   Interpersonal   13%  Internet   Armenians  in  Glendale   30%   30%   12%   19%   Mainstream  TV   Geo-­‐Ethnic  TV   M.  Newspapers   Interpersonal   La/nos  in  Glendale   31%   27%   25%   25%   Mainstream  TV   Geo-­‐Ethnic  TV   M.  Newspapers   Interpersonal  
  • COMMUNICATION  ECOLOGIES  IN  LOS  ANGELES    |    GLENDALE   La/nos  in  Glendale   31%   27%   25%   25%   Mainstream  TV   Geo-­‐Ethnic  TV   M.  Newspapers   Interpersonal  
  • COMMUNICATION  ECOLOGIES  IN  LOS  ANGELES    |    GLENDALE   La/nos  in  Glendale   31%   27%   25%   25%   Mainstream  TV   Geo-­‐Ethnic  TV   M.  Newspapers   Interpersonal   La/nos  in  Pico  Union   19%   45%   17%   33%   Mainstream  TV   Geo-­‐Ethnic  TV   G-­‐E  Newspapers   Interpersonal  
  • USC’s Multilevel Study The Multilevel Study identifies individual, interpersonal, and community-level barriers to cervical cancer prevention among Latinas.
  • Cervical Cancer in LA County by Ethnicity 9.3 7.6 14.3 7.5 0 2 4 6 8 10 12 14 16 Asian Black Latina White Incidence rates per 100,000. Source: LA County Department of Public Health, Office of Women’s Health. Health Indicators for Women in Los Angeles County, February 2010.
  • Multilevel Study Design 1,655 in-person surveys of Latinas in LA County identification of 25 neighborhood clusters focus groups with survey respondents from 6 unique neighborhoods health communication asset mapping systematic social observation in 6 unique neighborhoods
  • Theoretical Framework sister mom home remedy internet doctor neighbor otc magazine home remedy clinic “A communication ecology is a network of communication resources constructed by an individual in pursuit of a goal and in context of their communication environment” (Metamorphosis Project, 2011)
  • Transnational Health
  • Transnational Health Findings ¨  54% use products from a botanica ¨  52% use home remedies regularly ¨  37% use non-prescription medicine from their home country ¨  30% use prescription medicine from their home country
  • Transnational Health Findings ü  Women who report higher levels of transnational health experience higher disregard of their feelings or emotions on behalf of medical professionals.
  • Transnational Health Findings ü  Women who report higher levels of transnational health experience higher disregard of their feelings or emotions on behalf of medical professionals. ü  Women who report higher levels of transnational health are more likely to be non-compliant with cervical cancer screening guidelines (having a Pap test every 3 years).
  • A  ques/on  for  Carmen/Holley   Wow! More great insight to help us understand the Hispanic healthcare consumer. Can you share with us some specific tools or techniques for improving communication?
  • Health Communication Asset Mapping (HCAM)
  • Concepts & Definitions •  Communication Assets: physical components of the urban environment that residents consider positive spaces of social and community interaction •  Health Communication Assets: spaces where residents feel comfortable talking about health or where health information can be shared with the community
  • Concepts & Definitions •  Communication Assets: physical components of the urban environment that residents consider positive spaces of social and community interaction •  Health Communication Assets: spaces where residents feel comfortable talking about health or where health information can be shared with the community Communication assets can be used as capacity- building blocks to promote healthier communities and strengthen neighborhood storytelling networks.
  • Boyle Heights HCAM Workshop
  • HCAM Curriculum
  • Collaborative Map
  • Collaborative Map 1. LAC+USC Medical Center Also known as County/USC, this is the largest healthcare provider in Los Angeles County. LAC+USC is one of the few medical centers in LA that provides low-cost or free health services, including emergency, gynecological and pediatric care. 2. East Los Angeles Occupational Center ELAOC provides technical training and job placement for adults and high school students. It was chosen as a health communication asset because it is a space where health fairs or workshops with residents can be held. 3. Proyecto Pastoral This community building organization provides training, education and social services for the Boyle Heights community. It is a space that can promote health by organizing change from within the community. 4. Self Help Graphics This is a non-profit visual arts center that hosts many art events and workshops for residents of all ages. They are a vital community resource that can incorporate health topics in their arts and culture programs. 5. White Memorial Medical Center White Memorial is a not-for-profit, faith- based, teaching hospital. It provides inpatient, outpatient and emergency services to the community, including general medical care and women’s and children’s services. 6. Mariachi Plaza This historic square includes restaurants, a Metro Gold Line station, and shops such as the bookstore Libros Schmibros. It has traditionally served as a gathering place for the community and would be a good place to share information with residents. 7. Mendez Learning Center The Center is a small public high school that prepares students for success while maintaining a focus on family and community. Health can be promoted here through educational activities that are already in place. 8. Boyle Heights Technology Youth Center This community resource center is part of the LA Youth Opportunity Movement and includes an alternative high school, recording studio and computer lab. It is a good space to `share health information with young residents. 9. Hollenbeck Park This park is very well known in the community as a space where many events occur, including large health fairs. Hollenbeck park is a place where families go to relax and spend time interacting with other residents. 10. Stevenson Parents Center As part of Stevenson Middle School, the Center was created to promote the involvement of parents in youth education. The center can be a good place to promote community health through educational activities. GET INVOLVED! A healthy Boyle Heights depends on residents, community organizations, and health workers sharing health information. Here are some examples of resources to share: This work was supported by the National Cancer Institute for Barriers to Cervical Cancer Prevention in Hispanic Women: A Multilevel Approach, which was an award to the University of Southern California (R01CA155326 - Murphy/ Ball-Rokeach). The content is solely the responsibility of the authors and does not represent official views of the NCI or of the National Institutes of Health. There are many spaces in the community where people gather or feel comfortable talking about health. Below we highlight some of the health communication assets in Boyle Heights. ENVIRONMENTAL JUSTICE & AIR POLLUTION: Air Quality Management District (AQMD): report pollution in your neighborhood (noise, smells, & smoke from local industry; pollut- ing vehicles) – 1-800-CUT-SMOG Clean Up Green Up: Find out how to get involved in local environ- mental justice work. Visit www.CLEANUPGREENUPLA.org CLINICA ROMERO: For information about pap tests, mammograms, and pre-natal care 213-989-7700 FOR NEW PATIENTS BUILDING HEALTHY COMMUNITIES BOYLE HEIGHTS COLLABORATIVE: A collaborative of nonprofit groups working to make Boyle Heights a healthier community by improving employment, education, housing, safety, environmental conditions, healthy food access and more. For information, please contact Joel Perez at JOELBHC@YMCALA.ORG. EAST LOS ANGELES WOMEN’S CENTER: Ensures that all women, girls, and their families live in a place of safety, health, and personal well- being, free from violence and abuse, with equal access to necessary health services and social support. DIRECT LINE: 323-526-5819, BILINGUAL RAPE & BATTERING HOTLINE: 800-585-6231, AIDS HOTLINE: 800-400-7432 211: A countywide human services crisis intervention, information and referral assistance hotline. 311: A citywide toll-free number that provides immediate access to information and more than 1,500 non-emergency city services BOYLE HEIGHTS BEAT: A bilingual community newspaper produced by youth. Adult con- tributors also share their stories on BOYLEHEIGHTSBEAT.COM/ PULSODEBOYLEHEIGHTS.COM. Find out how to be a community contributor by visiting the site or calling 323-834-975. Corra La Voz Spread The Word “We chose Hollenbeck Park because it is very well known among the community, and in fact there was a health fair when we stopped there.” HOW WE MADE THIS MAP: Promotoras de Salud, community organizers, and researchers walked the neighborhood and mapped good spaces where health communication can occur. For more information on this map go to www.metaconnects.org.
  • GIS MAP
  • Key Takeaways No “one size fits all” for outreach Include the perspective of residents and community leaders Use the indigenous storytelling network in your outreach Figure out what health storytellers are most important to your audience Identify local communication assets and resources
  • THANK YOU
  • Questions for our speakers Holley Wilkin, PhD Georgia State University Sonya Suarez-Hammond Univision Communications, Inc. Carmen Gonzalez, PhD University of Southern California
  • Evalua/on  &  Ques/ons   •  An evaluation will pop up following today’s webinar ─ please share your feedback that will help us improve future webinars •  Let us know if you’d like to follow-up on anything we touched on today •  Additional questions? Contact our presenters or moderator  
  • Resources   •  hep://www.univision.net/healthcare   •  hep://www.metamorph.org   •  hep://www.metaconnects.org         97
  • Speaker  Contact  Informa/on     Sonya  Suarez-­‐Hammond   ssuarez-­‐hammond@univision.net     Carmen  Gonzalez,  PhD     cagonzal@usc.edu     Holley  Wilkin,  PhD   hwilkin@gsu.edu      
  • Thank  you  to  our  Sponsors     Community Health Planning and Policy Development Section, APHA
  • Thank  you  to  our  planning   commi1ee   •  Tammy  Pilisuk,  MPH,  APHA-­‐CHPPD   •  Erin  Brigham,  MPH,  CareSource,  APHA-­‐CHPPD   •  Meghan  Bridgid  Moran,  PhD,  San  Diego  State   University,  School  of  Communica0ons     •  Lisa  Peterson,  MPH,  CALPACT  at  UC  Berkeley   •  Nancy  Murphy,  MSHC,  Metropolitan  Group   •  Stefanie  Smithey,  Metropolitan  Group    
  • About  This  Series     •  The  Health  Communica<on  Ma=ers  series  will  help  par0cipants  in  all   walks  of  public  health  to  apply  health  literacy  principles  to  their  everyday   communica0ons.         •  What  audiences  do  you  communicate  with—consumers,  health   professionals,  disenfranchised  communi0es,  your  public  health  peers?   Whatever  your  role  in  public  health,  it’s  likely  that  you  need  to   communicate  effec0vely.  But  how  do  you  know  your  communica0on  is   effec0ve?       •  Only  about  10  percent  of  the  general  popula0on  is  considered  “health   literate.”  That  leaves  the  vast  majority  of  us  with  barriers  to   understanding  the  health-­‐related  informa0on  we  read.    
  • Conclusion   Thank  you!         www.calpact.org