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

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 marketing—product, price, place, and promotion—with 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.