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The Barbershop:

The Barbershop:. Catalyst for Change and Communication . Why We Must Be Concerned. 1 in every 6 men get Prostate Cancer 1 in every 4 Black men get Prostate Cancer Latinos have the 3 rd highest incidence rate

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The Barbershop:

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  1. The Barbershop: Catalyst for Change and Communication

  2. Why We Must Be Concerned • 1 in every 6 men get Prostate Cancer • 1 in every 4 Black men get Prostate Cancer • Latinos have the 3rd highest incidence rate • Blacks and Latinos are diagnosed at advanced disease stages at a 144% greater rate than whites • The 5 year survival rate for Blacks and Latinos is worse than for whites and getting worse • Black men die at a rate 240% higher than whites

  3. …and Be Concerned Even More • Prostate Cancer Rates: 1997 - 2001 (per 100,00)

  4. …and Be Concerned Even More • Prostate Cancer Incidence: 1997 - 2001 (per 100,00)

  5. ….and More • Age-adjusted Incidence : 1998 - 2004 est.

  6. The Problem in Perspective • African American women have the highest mortality from ages 30-84 Source - NJ Office of Cancer Control and Prevention

  7. The Problems Don’t Stop There • Blacks have a greater incidence of High Blood Pressure than any other group • Diabetes affects Blacks more than any other • The risk of Stroke is greater for Blacks • Smoking-related diseases occur more often among Blacks than other groups • Heart Disease affects Blacks, Hispanics and Asian-Americans more than whites • African-American men have a higher rate of Chronic Liver Disease • 70% of reported cases of Tuberculosis is among minority communities • The vast majority of Blacks and Hispanics do not seek treatment for Enlarged Prostates or Erectile Dysfunction

  8. The Challenge: Addressing the Problem • How do we reach the men • Medical centers – limited participation • Sporting events – screening not a priority • Church – not universal attendance • THE BARBERSHOP!! – every man goes to one

  9. Why the Barber / Barbershop • Historic community place of socialization and sometimes medical care • Traditional role as opinion shaper in the community • Reaffirmed during the ’60’s as center for positive community action • Continuing source of information and place for verbal interaction • Emerging function as outreach center for community health information • Important new role as lay health motivator and liaison with local medical centers

  10. Promotional Objectives • Validate roles of: • the barber as key opinion leader and • the barbershop as community information center • Establish on-going relationship between the local medical centers and barber shops • Enhance disease risk awareness for the general public • Increase patient education of treatment options to create empowerment • Reduce the disparity in minority healthcare

  11. Program Elements Identification of barbershops, by the hospital, in the medically underserved neighborhoods Training session for selected barbers by the hospitals Follow-up in-shop education by hospital/community outreach workers Awareness/Education brochures and CD’s for all barbershops and health facilities Referral system for shop customers to appropriate local health facility for screening Free prostate cancer screenings by key hospital in each market, and follow-up care if needed

  12. Creating a New Network The Prostate Net National Medical Ass’n. Core Distribution: 80,000+ Website visits/month 1,200 Patient Support Group Leaders 1,000+ Public Health Workers ~ 6,000 Medical Oncologists > 400 Urological Specialists Sponsors American Medical Ass’n. Participating Medical Centers National Ass’n. of Barber Boards of America Community

  13. Screen, Educate, Elevate(SEE):Partner Plan To effectively relay our message, we will partner with: • State and Community Service Agencies: • NJCEED, NJ-CCCP, CHIPs, LINCS • ACS, South Jersey Breast Cancer Coalition • Healthcare Providers in target counties • Medical centers • FQHCs • Personal Service and Faith-based partners • National Beauty Culturists League • African American Women’s Clergy Association • Local chapters of National organizations in direct contact with the target population: • Sisters Network • National Black Women’s Health Project • African American sororities

  14. Case HistoryFIT NOW: The Bronx, NY An Integrated community intervention built around a local Government initiative to change negative health impacts for its constituency: - Corporate and political partnerships - Comprehensive intervention plan - Awareness - Diet and Exercise - Participation in healthcare system www.fitnowbronx.com/index.htm

  15. Create “Heroes” • Meet James • Saw information in his barbershop • He came to Newark for a Health Fair • On HIS BIRTHDAY!! • Wanted to give himself the BEST present • The Gift of Life!!

  16. What’s the Payoff? • Information conduit for the medical community • Increased service for the client community • Enhanced leadership profile for the Med Ctr. • Better service interaction between communities • Increased Med Ctr. traffic/revenue/market share • Increased Clinical Trial accrual • Barber satisfaction in being an agent for change

  17. The New Paradigm

  18. 2006 Budget Estimate(based on seven month core “demonstration” program)

  19. The real voyage of discovery consists not in seeking new landscapes but in having new eyes. - Marcel Proust

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