1. Catalyst for Change and Communication
The Barbershop:
Catalyst for Change and Communication

2. Why We Must Be Concerned
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

3. …and Be Concerned Even More
Prostate Cancer Rates:
(per 100,00)
Incidence
Mortality
Location
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
43.2
79.4
Georgia
159.6
248.7
38.0
79.2

4. …and Be Concerned Even More
Prostate Cancer Incidence:
(per 100,00)
Location
Whites
Blacks
U.S.
158.0
248.2
New Jersey
189.7
286.0
Essex County
232.5
342.9

5. ….and More Age-adjusted Incidence : 1998 - 2004 est. 7,386 7,493 7,549
1999
2000
2001
2002
2004 est
Total cases - NJ
7,386
7,493
7,549
7,602
7,719
7,930
Essex County all
639
663
712
834
762
777
Essex County Black
251
291
287
364
280
309

6. The Problem in Perspective
African American women have the highest mortality from ages 30-84
Source - NJ Office of Cancer Control and Prevention

7. The Problems Don’t Stop There
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 Asian-Americans 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

8. 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

9. Why the Barber / Barbershop
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

10. Promotional Objectives
Validate roles of:
the barber as key opinion leader and
the barbershop as community information center
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

11. 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

12. Creating a New Network The Prostate Net Community Sponsors
National
Medical
Ass’n.
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
Sponsors
American
Medical
Ass’n.
Participating
Medical
Centers
National Ass’n.
of Barber Boards
of America
Community

13. Screen, Educate, Elevate(SEE): Partner Plan
To effectively relay our message, we will partner with:
State and Community Service Agencies:
NJCEED, NJ-CCCP, CHIPs, LINCS
ACS, South Jersey Breast Cancer Coalition
Healthcare Providers in target counties
Medical centers
FQHCs
Personal Service and Faith-based partners
National Beauty Culturists League
African American Women’s Clergy Association
Local chapters of National organizations in direct contact with the target population:
Sisters Network
National Black Women’s Health Project
African American sororities

14. 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

15. Create “Heroes” 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!!

16. What’s the Payoff? 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

17. The New Paradigm

18. Initial Program Expense
2006 Budget Estimate (based on seven month core “demonstration” program)
Cost Category
Initial Program Expense
All Market Increment
Web Portal Development
$40,000
Website modifications
9,000
Call Center Expense
21,000
$15,000
800 Telephone Line
12,000
Patient Educational Brochure
25,000
8,000
Training Manuals
29,000
Health Advocate Manual
Posters / Counter Cards
10,000
Media Placement expenses
14,000
Travel and Training Expense
16,000
3,000
Shipping / Postage
2,200
800
Incentives / Premiums
27,000
6,000
Program Coordinator
28,000
18,000
Totals
$245,200
$58,800

19. The real voyage of discovery consists not in seeking new landscapes but in having new eyes.
- Marcel Proust