212185 Community promotional awareness campaign of low-cost primary care safety net clinic for medically underserved bilingual population in Southern California; A comprehensive approach

Monday, November 9, 2009

Jennica Joyce Billins, MPH (c) , School of Public Health, Loma Linda University, Loma Linda, CA
Avani Desai, MPH (c) , Global Health Department, Loma Linda University, Loma Linda, CA
Nkiruka Ojukwu, MPH (c) , Global Health Department, Loma Linda University, Loma Linda, CA
During Fall 2008, a Needs and Assets Assessment was conducted in a Southern California Community by seven Loma Linda University graduate students in public health. The Assessment focused on identifying community members' perception of a local clinic that has existed since the 1960s. The findings showed that many community members were unaware of the clinic and that patients who attended the clinic were unaware of the many existing services at the clinic. A promotional campaign was developed to address these findings. The campaign, consisting of a 5 minute informational DVD, radio/ TV Public Service Announcements and flyers, has been planned in detail and will launch at the end of June 2009.Tracking its success calls for a variety of evaluation measures. A pre-survey to a post- survey completed by patients in the main waiting room before and after viewing the informative DVD, respectively, will be conducted throughout the summer of 2009 and will allow for evaluation of whether patient awareness of services increased. The external campaign will be evaluated through the selected media sources (TV, radio stations, internet, and flyers) tracking devices. New patient's identification of one of these sources as their initial reason for using the clinic will be established through a question included in the pre-survey and through new patients contacting the clinic through a unique phone number solely used for the promotional purposes. The results of this promotional campaign can be individually modified to increase awareness of primary care services among other medically underserved populations.

Learning Objectives:
Assess the value of a sustainable intervention (Informational DVD) designed to increase existing patient’s awareness of two services provided by the clinic using a pre- and post- survey by September 2009.. Analyze external marketing tools’ (TV, radio, internet, and flyering) effectiveness in reaching 250 new patients from the clinic’s target population, a medically underserved predominantly Hispanic population, through tracking promotional efforts by December 2009.

Keywords: Media Campaigns, Access and Services

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am in the second year of graduate school in public health. MPH (c)
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.