Linking social marketing data to health outcomes at the community level

Background:  Efforts to reduce the burden of chronic disease depends on the ability to identify and influence modifiable risk factors. Community-level statistics used to identify and measure health behaviors and characteristics are critical to influencing long term medical outcomes. While in line with healthography and the 3-4-50 concept, community level data for medical outcomes (rates of death, hospitalization and emergency department discharge) have been used; however health behavior data has been unobtainable at this level until now. Methods: Using detailed market research data derived from consumer spending and market potential surveys at the census tract level, researchers analyzed such behaviors as purchase and use of smoking products, participation in exercise, and diet composition and compared to the community level medical outcomes for chronic diseases. Results: Preliminary data show that the average households spend approximately 1/5 of its budget on fruits/vegetables and more than 1/3 on empty calories. For food-away from home spending, fast food restaurants account for 1/2 of breakfast and lunch, 2/3 of snacks, and 1/3 of dinners. Overall, one-third of adults exercised at home at least 2 times a week. Behaviors were found to be highly variable among geographic areas. Conclusion: Having health behavior data at the census tract level fills a gap for public health research and programs. Behaviors can now be tied to other population data sources at a much smaller geographic area.  This allows for improved understanding, program implementation, and public health messages all tailored to the unique needs of its residents.