Provide specific information about the cancer care institution: where it is located, the types of cancer or treatment in which the center specializes; the populations it can treat (e.g., newly diagnosed, preventive care, relapsed/refractory cancers; what types of insurance or charity care offered). Provide testimonials from cancer survivors, specifically from individuals with similar race/ethnicity/socioeconomic status. Advertise cancer care in the preferred language (e.g., Spanish) using lay terminology. Use preferred avenues of communication (e.g., radio and television advertisements versus booklets and pamphlets). Address the population’s fears about cancer care and research; identify if standard treatment is available, emphasize the choice of clinical trials as opposed to promoting trials as if they were the only option. Recognize that minority communities often rely heavily on word of mouth from family members and friends combined with their own Internet research from consumer sites when making decisions about when and where to seek cancer care. Thus, an effective way for cancer education outreach for may be through local events (e.g., fairs, festivals, church that are not health related) where individuals and their families can engage in conversations about cancer care. Frequently visited social websites (e.g., Facebook, medical websites, blogs) are also a source of information for minority communities and are often used to seek recommendations from others about where or how to access cancer care. This highlights the need for cancer prevention programs and institutions to be aware the cancer health care seeking information is often “triangulated.” Individuals make choices when they see positive information about an institution from a variety of course.
|
