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

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.