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The Barbershop: Catalyst for Change and Communication.

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Presentation on theme: "The Barbershop: Catalyst for Change and Communication."— Presentation transcript:

1 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 3 rd 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) IncidenceMortality LocationWhitesBlacksWhitesBlacks U.S New Jersey Maryland Illinois MississippiN/A Georgia

4 …and Be Concerned Even More Prostate Cancer Incidence: (per 100,00) LocationWhitesBlacks U.S New Jersey Essex County

5 ….and More Age-adjusted Incidence : est est Total cases - NJ 7,3867,4937,5497,6027,7197,930 Essex County all Essex County Black

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

7 The Problems Dont 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 60s 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 CDs 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 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 National Assn. of Barber Boards of America Participating Medical Centers National Medical Assn. Community American Medical Assn.

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 Womens Clergy Association – Local chapters of National organizations in direct contact with the target population: Sisters Network National Black Womens 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 Whats 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 2006 Budget Estimate (based on seven month core demonstration program) Cost Category Initial Program ExpenseAll Market Increment Web Portal Development$40,000 Website modifications9,000 Call Center Expense21,000$15, Telephone Line12,000 Patient Educational Brochure25,0008,000 Training Manuals29,000 Health Advocate Manual12,000 Posters / Counter Cards10,000 Media Placement expenses14,0008,000 Travel and Training Expense16,0003,000 Shipping / Postage2, Incentives / Premiums27,0006,000 Program Coordinator28,00018,000 Totals$245,200$58,800

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

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