The Barbershop:The Barbershop:Catalyst for Change and

Communication

Why We Must Be ConcernedWhy 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

……and Be Concerned Even Moreand Be Concerned Even More Prostate Cancer Rates: 1997 - 2001

(per 100,00)

Incidence Mortality

Location Whites Blacks Whites Blacks

U.S. 171.2 274.3 28.8 70.4

New Jersey 189.7 286.0 31.5 67.3

Maryland 177.6 239.0 34.6 71.7

Illinois 160.5 220.3 33.6 69.7

Mississippi N/A N/A 43.2 79.4

Georgia 159.6 248.7 38.0 79.2

……and Be Concerned Even Moreand Be Concerned Even MoreProstate Cancer Incidence: 1997 - 2001

(per 100,00)

Location Whites Blacks

U.S. 158.0 248.2

New Jersey 189.7 286.0

Essex County 232.5 342.9

…….and More.and More

Age-adjusted Incidence : 1998 - 2004 est.

1998 1999 2000 2001 2002 2004 est

Total cases -

NJ

7,386 7,493 7,549 7,602 7,719 7,930

Essex County

all

639 663 712 834 762 777

Essex County Black

251 291 287 364 280 309

The Problem in PerspectiveThe Problem in Perspective

African American women have the highest mortality from ages 30-84

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Source - NJ Office of Cancer Control and Prevention

The Problems Don’t Stop The Problems Don’t Stop ThereThere

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

The Challenge: The Challenge: Addressing the ProblemAddressing the Problem

How do we reach the menMedical centers – limited participationSporting events – screening not a

priorityChurch – not universal attendanceTHE BARBERSHOP!! – every man

goes to one

Why the Barber / BarbershopWhy 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

Promotional ObjectivesPromotional 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

Program Elements

Identification of barbershops, by the hospital, in the medically underserved neighborhoodsTraining session for selected barbers by the hospitalsFollow-up in-shop education by hospital/community outreach workersAwareness/Education brochures and CD’s for all barbershops and health facilitiesReferral system for shop customers to appropriate local health facility for screeningFree prostate cancer screenings by key hospital in each market, and follow-up care if needed

Creating a New NetworkCreating a New Network

The Prostate Net

Core Distribution:80,000+ Website visits/month

1,200 Patient Support Group Leaders1,000+ Public Health Workers

~ 6,000 Medical Oncologists> 400 Urological Specialists

Sponsors

National Ass’n. of Barber Boards

of America

ParticipatingMedical Centers

National MedicalAss’n.

Community

American MedicalAss’n.

Screen, Educate, Elevate(SEE):Screen, Educate, Elevate(SEE):Partner PlanPartner 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

Case HistoryCase HistoryFIT NOW: The Bronx, NYFIT 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

Create “Heroes”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!!

What’s the Payoff?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

The New ParadigmThe New Paradigm

2006 Budget Estimate2006 Budget Estimate(based on seven month core “demonstration” program)(based on seven month core “demonstration” program)

Cost Category Initial Program Expense All Market Increment

Web Portal Development $40,000

Website modifications 9,000

Call Center Expense 21,000 $15,000

800 Telephone Line 12,000

Patient Educational Brochure 25,000 8,000

Training Manuals 29,000

Health Advocate Manual 12,000

Posters / Counter Cards 10,000

Media Placement expenses 14,000 8,000

Travel and Training Expense 16,000 3,000

Shipping / Postage 2,200 800

Incentives / Premiums 27,000 6,000

Program Coordinator 28,000 18,000

Totals $245,200 $58,800

The real voyage of discovery The real voyage of discovery consists not in seeking new consists not in seeking new

landscapes but in having new landscapes but in having new eyes.eyes.

- Marcel Proust