This presentation analyzes and discusses corporate marketing strategies used to gather data from community residents to develop health and wellness policies and programs for inner city residents.
Fulton County Department of Health and Wellness contracted with Dowling, Langley and Associates, V and L Research and PRecise Communications (public relations professionals) to design a social marketing plan to identify culturally competent strategies to eliminate cardiovascular health disparities between white middle class residents of Fulton County Georgia and less affluent African American inner city residents. As a part of the Healthy People 2010 initiative, the U.S. Centers for Disease Control and Prevention funded Fulton County to create a coalition, to receive and use community input and research findings to develop comprehensive programs to intervene on behalf of low income African Americans.
The market analysis included: Focus groups, self administered surveys to determine obstacles and enhancements to behavioral change, reactions to Georgia’s Take Charge of Your Health social marketing campaign and perceptions of various communications vehicles. Key media contacts were interviewed to discover strategies to promote media involvement. Professional organizations were surveyed to assess their willingness to become involved and to contribute. A communications audit revealed the best ways to disseminate key messages. Public policy makers were interviewed to discover their interests and perceptions of potential corrective measures. The presenters will share the findings, interpretations and possible implications of the data.
See American Heart Association
Learning Objectives: To recognize five steps used to conduct market analyses. To evaluate two strategies to obtain input from public policy makers.
Keywords: Chronic (CVD), Community-Based Partnership
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Fulton County Department of Health and Wellness
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.