developing community education strategy utilizing statistical modeling presented by ayanna anderson...
TRANSCRIPT
Developing Community Education Strategy Utilizing Statistical
ModelingPresented by
Ayanna Anderson and Noel Sanchez
on behalf of Sandy Andrada
Challenge
• Large service area• Extremely diverse population
centers– Ethnicity– Acculturation– Social-Economic Status– Language
• Inability to track donor designation by ethnicity
Work With an Expert
• Connected with Dr. Michael Reibel PhD at CSU Pomona
• Experience with demographic analysis and mapping
• Agreed on focus and objective of study
Objective of Study
• Evaluate patterns of conversion rates and donor designation rates
• Relate this data to identity factors and neighborhood effects
• Develop data to support community education strategic plan
• Develop data to guide hospital development
Step One: Socio-demographic Analysis
• Utilize available US census data• Analysis of race, ethnicity and socio-
economic factors• Focused on areas of high population
density
Population Density
Median Household Income
Education Levels
Graduate Degree Age 25+
Foreign Born
Acculturation
Language
Step Two: Developing “Neighborhood Typologies”
Step Three: Analysis of Donor Registration
Step Four: Analysis of Conversion Rates
Final Step: Recommendations
1. Geographically target zips with low DD
2. Pursue niche media targeted towards African American, Latino and immigrant communities
3. Refine approach to next-of-kin of older referred patients
4. Outreach to smaller hospitals in remote areas
Integrated Community and Media Strategy
• HRSA meta-analysis of public education campaigns
• Invest a portion of community education resources towards low DD, low SES communities
• Focus a portion of media on these same communities
• Develop messaging to promote inter-generational conversations
Focus Groups
• Focus on 8-13 targeted communities• Discover attitudes/barriers towards
registration• Discover attitudes/barriers towards
donation• Develop messaging and messaging
channels
Conclusion
• Utilize available internal data to re-discover your DSA
• Overlay this onto census data to discover trends and opportunities
• Develop strategic plan based on results
Sandy AndradaCommunity Education Manager