Transcript Document

The Barbershop:
Catalyst for Change and
Communication
Why We Must Be Concerned
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1 in every 6 men get Prostate Cancer
1 in every 4 Black men get Prostate Cancer
Latinos have the 3rd highest incidence rate
Blacks and Latinos are diagnosed at advanced
disease stages at a 144% greater rate than whites
The 5 year survival rate for Blacks and Latinos is
worse than for whites and getting worse
Black men die at a rate 240% higher than whites
…and Be Concerned Even More
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Prostate Cancer Rates: 1997 - 2001
(per 100,00)
Incidence
Mortality
Location
Whites
Blacks
Whites
Blacks
U.S.
171.2
274.3
28.8
70.4
New Jersey
189.7
286.0
31.5
67.3
Maryland
177.6
239.0
34.6
71.7
Illinois
160.5
220.3
33.6
69.7
Mississippi
N/A
N/A
43.2
79.4
Georgia
159.6
248.7
38.0
79.2
…and Be Concerned Even More
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Prostate Cancer Incidence: 1997 - 2001
(per 100,00)
Location
Whites
Blacks
U.S.
158.0
248.2
New Jersey
189.7
286.0
Essex County
232.5
342.9
….and More
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Age-adjusted Incidence : 1998 - 2004 est.
1998
Total
cases NJ
1999
2000
2001
2002
2004 est
7,386 7,493 7,549 7,602 7,719 7,930
Essex
County
all
639
663
712
834
762
777
Essex
251
291
287
364
280
309
County
Black
The Problem in Perspective
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African
American
women have
the highest
mortality from
ages 30-84
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
Source - NJ Office of Cancer Control
and Prevention
The Problems Don’t Stop
There
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Blacks have a greater incidence of High Blood Pressure
than any other group
Diabetes affects Blacks more than any other
The risk of Stroke is greater for Blacks
Smoking-related diseases occur more often among Blacks
than other groups
Heart Disease affects Blacks, Hispanics and AsianAmericans more than whites
African-American men have a higher rate of Chronic Liver
Disease
70% of reported cases of Tuberculosis is among minority
communities
The vast majority of Blacks and Hispanics do not seek
treatment for Enlarged Prostates or Erectile Dysfunction
The Challenge:
Addressing the Problem
 How do we reach the men
 Medical centers – limited participation
 Sporting events – screening not a
priority
 Church – not universal attendance
 THE BARBERSHOP!! – every man
goes to one
Why the Barber / Barbershop
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Historic community place of socialization and
sometimes medical care
Traditional role as opinion shaper in the
community
Reaffirmed during the ’60’s as center for positive
community action
Continuing source of information and place for
verbal interaction
Emerging function as outreach center for
community health information
Important new role as lay health motivator and
liaison with local medical centers
Promotional Objectives
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Validate roles of:
– the barber as key opinion leader and
– the barbershop as community information center
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Establish on-going relationship between the
local medical centers and barber shops
 Enhance disease risk awareness for the general
public
 Increase patient education of treatment options
to create empowerment
 Reduce the disparity in minority healthcare
Program Elements
Identification of barbershops, by the hospital, in the
medically underserved neighborhoods
Training session for selected barbers by the hospitals
Follow-up in-shop education by hospital/community
outreach workers
Awareness/Education brochures and CD’s for all
barbershops and health facilities
Referral system for shop customers to appropriate
local health facility for screening
Free prostate cancer screenings by key hospital in
each market, and follow-up care if needed
Creating a New Network
The Prostate Net
Sponsors
Participating
Medical
Centers
Core Distribution:
80,000+ Website visits/month
1,200 Patient Support Group Leaders
1,000+ Public Health Workers
~ 6,000 Medical Oncologists
> 400 Urological Specialists
Community
National
Medical
Ass’n.
American
Medical
Ass’n.
National Ass’n.
of Barber Boards
of America
Screen, Educate, Elevate(SEE):
Partner Plan
To effectively relay our message, we will partner with:
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State and Community Service Agencies:
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Healthcare Providers in target counties
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Medical centers
FQHCs
Personal Service and Faith-based partners
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NJCEED, NJ-CCCP, CHIPs, LINCS
ACS, South Jersey Breast Cancer Coalition
National Beauty Culturists League
African American Women’s Clergy Association
Local chapters of National organizations in direct contact with the target
population:
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Sisters Network
National Black Women’s Health Project
African American sororities
Case History
FIT NOW: The Bronx, NY
An Integrated community intervention built around a
local Government initiative to change negative
health impacts for its constituency:
- Corporate and political partnerships
- Comprehensive intervention plan
- Awareness
- Diet and Exercise
- Participation in healthcare system
www.fitnowbronx.com/index.htm
Create “Heroes”
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Meet James
 Saw information in his
barbershop
 He came to Newark for a
Health Fair
 On HIS BIRTHDAY!!
 Wanted to give himself the
BEST present
 The Gift of Life!!
What’s the Payoff?
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Information conduit for the medical community
Increased service for the client community
Enhanced leadership profile for the Med Ctr.
Better service interaction between communities
Increased Med Ctr. traffic/revenue/market share
Increased Clinical Trial accrual
Barber satisfaction in being an agent for change
The New Paradigm
2006 Budget Estimate
(based on seven month core “demonstration” program)
Cost Category
Web Portal Development
Website modifications
Initial Program Expense
All Market Increment
$40,000
9,000
Call Center Expense
21,000
800 Telephone Line
12,000
Patient Educational Brochure
25,000
Training Manuals
29,000
Health Advocate Manual
12,000
Posters / Counter Cards
10,000
Media Placement expenses
14,000
8,000
Travel and Training Expense
16,000
3,000
2,200
800
Incentives / Premiums
27,000
6,000
Program Coordinator
28,000
18,000
$245,200
$58,800
Shipping / Postage
Totals
$15,000
8,000
The real voyage of discovery
consists not in seeking new
landscapes but in having new
eyes.
- Marcel Proust