200400 Development of culturally and linguistically appropriate hepatitis B health education messages: Focus group findings from Chinese and Korean immigrant communities in New York City

Monday, November 9, 2009

Jolene Chou, MPH , Research and Evaluation, Charles B. Wang Community Health Center, New York, NY
Kevin C. Lo, MPH , Medical Administration, Charles B. Wang Community Health Center, New York, NY
Shao-Chee Sim, PhD , Charles B. Wang Community Health Center, New York, NY
Simona Kwon, DrPH, MPH , Institute of Community Health & Research, New York University School of Medicine, New York, NY
Su Wang, MD, MPH , Charles B. Wang Community Health Center, New York, NY
Laureen Hom, MPH , Research & Evaluation, Charles B. Wang Community Health Center, New York, NY
Jinny Jihyun Park , Public Health and Research Center, Korean Community Services, New York, NY
Eunjoo Chung , Public Health and Research Center, Korean Community Services, New York, NY
Kay Chun, MD , Public Health and Research Center, Korean Community Services, New York, NY
Henry Pollack, MD , Division of Pediatric Infectious Diseases, Department of Pediatrics, New York University School of Medicine, New York, NY
Nadia Islam, PhD , Center for the Study of Asian American Health, NYU Institute of Community Health and Research, NYU School of Medicine, New York, NY
Douglas Nam Le , Institute of Community Health & Research, NYU School of Medicine, New York, NY
Chau Trinh-Shevrin, DrPH , Institute of Community Health and Research, NYU Center for Study of Asian American Health, New York, NY
Perry Pong, MD , Charles B. Wang Community Health Center, New York, NY
Mariano Rey, MD , New York University School of Medicine, New York, NY
Background. The B Free CEED, a national resource and expert center on the elimination of hepatitis B (HBV) disparities among Asian Pacific Islanders, is formulating an evidence-based social marketing campaign using community-based participatory approaches to raise HBV awareness in the indigent Chinese and Korean immigrant communities in New York City.

Methods. As part of the formative research, a culturally and linguistically appropriate focus group protocol was developed collaboratively by B Free CEED and its principal partners, Charles B. Wang Community Health Center and Korean Community Services. Chinese and Korean community members were recruited through ethnic newspapers, radio ads, and community-based organizations, and selected to maximize diversity in age, gender, place of origin, and education. Two Chinese and two Korean focus groups were conducted to explore the 4Ps of social marketingóproduct, price, place, and promotionówith respect to HBV screening, prevention, and treatment. Partners met biweekly to interpret findings, and discuss challenges and solutions.

Results. Both Chinese and Koreans were more likely to trust health messages from doctors and materials placed at health and social service settings. Well-designed, uncluttered brochures and images were preferred. Chinese participants, however, were more wary of public health campaigns, citing direct-to-consumer advertisement by pharmaceutical and for-profit health industry.

Discussion. Participants' input on the 4Ps of promoting HBV awareness in the respective community is valuable in designing a targeted HBV social marketing campaign. Formative research using focus groups can inform the development and delivery of health education messages in Asian and other ethnic immigrant communities.

Learning Objectives:
1) Describe the reactions and preferences of Chinese and Korean community members toward the content and design of existing hepatitis B health education brochures. 2) Understand whether and why some existing and previous health education campaigns and messages in both communities were effective. 3) Explore the feasibility of developing a hepatitis B social marketing campaign in both communities. 4) Understand how formative research can be used to inform the development of health education messages in immigrant communities.

Keywords: Hepatitis B, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I was part of the steering committee, and was part of the data analysis team.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.