Using Market Research Data to Optimize Access and Reach of Diabetes Prevention and Control Programs

Introduction: Diabetes is a national epidemic. People with prediabetes have and increased risk of developing diabetes. Losing weight and increasing physical activity can prevent or delay the onset diabetes.  Populations at greatest risk of developing diabetes tend to be racial and ethnic minorities, have lower income and educational attainment. Connecting Diabetes Prevention and Control Programs (DPCP) to prediabetics and communities is multifaceted. The inability to respond to social determinants of health is often the result of the lack of data to properly characterize the problem at the lowest levels of geography. Market research data provide useful tools which can augment public health datasets. These data can reflect how social determinants of health and behaviors influencing diabetes disparities. Methods: Using market research data, the Directors of Health Promotion and Education provided eight state health departments’ DPCP technical assistance with identifying high risk prediabetic populations in their states where Diabetes Prevention Programs (DPP) are located, and best marketing strategies for reaching these high risk populations, healthcare facilities in the area and business that may be useful with promoting DPPs. Results: DPCP programs received detailed reports, Diabetes Risk Factors Community Profiles, outlining PRIZM segments where populations at high risk for prediabetes are located in proximity to DPPs, and best marketing approaches for reaching these populations. Conclusion: Given the right tools –technical assistance with identifying best strategies for reaching people at high risk for prediabetes, DPCP’s have the ability to plan effective programs with focusing on local health disparities related to diabetes.