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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
William Burns Rogers, MPH, Celia O. Larson, PhD, and Christina Mushi, MPH. Division of Health Care Services Evaluation, Metropolitan Nashville Davidson County Health Department, 311 23rd Avenue North, Nashville, TN 37203, 615.340.5603, burns_rogers@mhd.nashville.org
Because of limited manpower and funding, it is important for local health officials to target their health education and promotion activities in areas where there is the most need. It is also crucial that health materials address the risk and adverse health behaviors in an appropriate manner. Audience segmentation is well regarded as a method to increase the effectiveness of health promotion programs. However, the most common variables used to stratify a population including age, race, and sex may not produce groups with homogenous health risks. Therefore, it is imperative that more appropriate methods be implemented. This study will investigate the application of a combination of techniques to stratify the population of a metropolitan area in the southeastern United States. Interviewers from the local health department’s survey call center collected data from a random sample of over 7,000 residents using a local adaptation of the Behavioral Risk Factor Surveillance System. The data collection process was based on a sample that was stratified by the 35 local councilmanic districts. Questions based on the Transtheoretical Model will allow the local health promotion staff to stage the respondents in four areas of health behaviors including smoking cessation, exercise, dietary fat intake, and fruit and vegetable consumption. The combination of these techniques will afford health officials the opportunity to target interventions not only based on behavioral assessment, but also based on geographic locale so that financial and personnel resources can be used in the most efficient manner.
Learning Objectives: At the conclusion of this session, the participants will be able to
Keywords: Audience Segmentation, Public Health Education
Presenting author's disclosure statement:
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.