260070 Developing Culturally Relevant Colorectal Cancer Education Materials: The Case for Integrating Traditional Chinese Medicine and Biomedical Approaches

Monday, October 29, 2012

Jun Wang, PhD , Health Education, San Francisco State university, San Francisco, CA
Adam Burke, PhD, MPH, LAc , Health Education/Holistic Health Studies, San Francisco State University, San Francisco, CA
Tung T. Nguyen, MD , Division of General Internal Medicine, Department of Medicine, University of California, San Francisco, San Francisco, CA
Janice Tsoh, PhD , Department of Psychiatry, UCSF, San Francisco, CA
Rena Pasick, DrPH , Comprehensive Cancer Center, University of California, San Francisco, San Francisco, CA
Gem Le, PhD , Department of Medicine, UCSF, San Francisco, CA
Ching Wong, BS , Division of General Internal Medicine, Department of Medicine, University of California, San Francisco, San Francisco, CA
Kent Woo, MSW , NICOS Chinese Health Coalition, San Francisco, CA
Elaine Chow, BS , NICOS Chinese Health Coalition, San Francisco
Stephen McPhee, MD , Division of General Internal Medicine, Department of Medicine, University of California, San Francisco, San Francisco, CA
Colorectal cancer (CRC) is the second most common cancer among Chinese Americans. Although CRC screening is effective, screening rates in this population are low. Given the high use of Traditional Chinese Medicine (TCM) among Chinese Americans, a study was conducted to explore the involvement of TCM providers in CRC prevention. Methods: Phase I was the creation of educational materials acceptable to TCM providers. A graphically rich 32-page Chinese language TCM-provider CRC prevention flipchart was developed, based on a previously tested biomedical-oriented lay health worker outreach CRC flipchart. The TCM provider version included traditional theories on disease causation and prevention, health proverbs, and culturally appropriate images. Design of the TCM provider flipchart was an iterative process involving the research team and community members, including input from four TCM providers, cognitive testing with 2 additional providers, and final evaluation by 2 focus groups comprised of 12 users and non-users of TCM.

Results: Qualitative findings revealed that TCM providers found the integrated CRC prevention messages more acceptable than an exclusively biomedical CRC approach. TCM providers and community members noted areas of compatibility between TCM and biomedicine regarding cancer prevention. They also agreed that biomedical testing was more precise and reliable for detecting abnormalities, and that the combination of the traditional and biomedical approaches was best for the prevention of colon cancer.

Conclusions: It is feasible to design CRC education materials that integrate TCM and biomedical approaches. In Phase II we will test the efficacy of this approach in encouraging actual CRC screening.

Learning Areas:
Advocacy for health and health education
Diversity and culture
Implementation of health education strategies, interventions and programs
Other professions or practice related to public health

Learning Objectives:
1. Describe the role of TCM health beliefs in the Chinese community; 2. List several potential advantages of integrating traditional and biomedical perspectives in a CRC screening health education campaign; 3. Describe the potential role of traditional healers in public health preventive screening and community education.

Keywords: Alternative Medicine/Therapies, Cancer Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I obtained a Ph.D on Medical anthropology and have been doing research related with TCM and public health for more than 5 years.
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.