The 130th Annual Meeting of APHA

Abstract #38211

Margy Wienbar, MS, Health Care Quality Improvement Program, New Mexico Medical Review Association, 2340 Menaul Blvd., NE, Suite 300, Albuquerque, NM 87107, 505.998.9753, nmpro.mwienbar@sdps.org

The New Mexico Medical Review Association (NMMRA) and the New Mexico Breast and Cervical Cancer Early Detection Program (BCCEDP) have successfully collaborated to reach older Hispanic women in need of screening mammography in New Mexico. The BCCEDP conducted extensive formative research to identify the needs of older Hispanic women; the barriers to screening; and the types and forms of messages that would appeal to the target population. Building upon this and other research, the BCCEDP and NMMRA, jointly and individually, developed and tested interventions including: a tool for provider exam rooms; a media campaign that included press releases, billboards, newspaper, television and radio ads, radio interviews, and direct mail; a “revista”, a magazine-format education piece; and other outreach materials. All of the interventions featured the same character who was chosen by the target population during the formative research. Data collected on the interventions demonstrate a positive impact. In one pilot site for the exam-room tool, documented mammograms within the last 12 months increased from 40 percent to 67 percent. The media campaign demonstrated a positive impact on mammography volume in the months post the campaign. The power of the messages developed and the strong collaboration between programs contributed to this success.

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