DEEP… in the Heart of Georgia: Successful Community Outreach Efforts to African American Seniors

DEEP… In the Heart of Georgia: Successful Community Outreach Efforts to African American Seniors

Background:  Diabetes continues to be a leading cause of death in the state of Georgia. Compared to Caucasians, African Americans are 1.6 times more likely to be diagnosed with diabetes and suffer from complications related to the disease – kidney failure, eye disease and amputations.  However, racial and ethnic minorities are less likely to receive routine care.  These complications are avoidable with comprehensive quality care that includes timely tests and self-management by the patient.

Program background:  As of March 2008, there are approximately 52,542 underserved Medicare beneficiaries, including African Americans and Hispanics, in Georgia that are diagnosed with diabetes. Georgia Medical Care Foundation (GMCF) was one of six Quality Improvement Organizations (QIO) selected by the Centers for Medicare & Medicaid Services to pilot a new approach to providing diabetes education for Medicare beneficiaries – conveniently located in their community. GMCF developed a comprehensive, culturally sensitive marketing plan using creative, strategic marketing materials, to create awareness of the free diabetes education classes available in 12 counties in Georgia.  The classes focused on the importance of self-management and receiving appropriate and timely testing. To date, nearly 1,200 African American and Hispanic Medicare beneficiaries have been trained as a direct result of GMCF’s effective execution of marketing strategies.

Evaluation Methods and Results:  The goal for GMCF is to educate 2,627 African American  and Hispanic Medicare beneficiaries with diabetes, over a three-year period, in 12 targeted counties. Additionally the outcome measurement for this work is to reduce health disparities and increase utilization of testing in three clinical areas: HbA1c, lipid, and eye exams.

Conclusions:  This presentation focuses on the successful marketing and communication efforts associated with reaching senior African Americans with diabetes. GMCF created awareness among the audience, which resulted in action – taking a diabetes education class. In addition, the DEEP curriculum used in the classes resulted in behavioral change among participants.  Follow-up coaching calls with class participants show behavior change in diet and lifestyle among a significant number of participants.  

Implications for research and/or practice:  By the end of the poster presentation, participants will be able to discuss strategies and identify channels to reach the senior African American populations. They will be able to effectively analyze and interpret, not only the demographic audience and their unique needs, but the appropriate vehicle used to connect with them. The distinction between reaching and motivating this subset demographic target is pronounced and should be evident to the participants.  Groundwork is now laid for further creative approaches to this special group.