Online Program

Innovative uses of market research technology and GIS at state departments of health

Tuesday, November 5, 2013 : 12:30 p.m. - 12:50 p.m.

Steve Owens, MD, MPH, Health Equity, Directors of Health Promotion and Education, Washington, DC
Elizabeth Traore, MPH, Directors of Health Promotion and Education, Washington, DC
Introduction: Connecting community and individual health to disparities and health equity are multi-faceted and complex. The inability to understand and respond to factors which determine health outcomes is often the result of the lack of data to properly characterize the problem, especially as it relates to different areas and levels of geography. Market research data and technology provide useful tools which can augment public health data-sets to enhance data-driven decisions to address a variety of entities that impact health disparities. Moreover, market research data can reflect how social determinants of health and behaviors influencing health disparities evolve over time. Methods: The Directors of Health Promotion and Education (DHPE) provided 12 state health departments (DOH) from across the country access to advanced training and robust market research data and analytic tools. This included integrated geospatial software and market segmentation systems. These resources built capacity within DOHs to understand trends, social determinants of health, and the ability to explain and predict behavior. Results: Access to market research data, geospatial technology and technical support enabled DOHs to adopt practices which enhanced data-driven decision making and approaches to health disparities assessments and outcomes. This strategic use of market research data in conjunction with traditional data and surveillance systems allow DOHs to consider different planning approaches to implementing policies and strategies that address health disparities. Conclusion: Given the right tools – training, robust market research data, geospatial technology and support empowered DOHs ability to plan effective public health programs with focusing on local health disparities.

Learning Areas:

Diversity and culture
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Explain how using market research data with GIS enhances the design of programs at state departments of health

Keyword(s): Geographic Information Systems, Marketing Databases

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the principal or co-principal of multiple federally funded grants focusing on minority health, health disparities and social determinants of health. Among my scientific interests has been researching and identifying approaches to eliminate health disparities among minority and underserved populations.
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.