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					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 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 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 More
    Prostate 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
   Age-adjusted Incidence : 1998 - 2004 est.
               1998    1999   2000   2001   2002   2004 est


      Total    7,386 7,493 7,549 7,602 7,719 7,930
     cases -
       NJ
      Essex    639     663    712    834    762     777
     County
       all

     Essex     251     291    287    364    280     309
    County
     Black
        The Problem in Perspective




   African
    American                    QuickTime™ and a
                       TIFF (Uncompressed) decompressor
                          are neede d to see this picture.
    women have
    the highest
    mortality from
    ages 30-84

                               Source - NJ Office of Cancer Control
                               and Prevention
    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
     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
    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
    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
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
     Creating a New Network
                The Prostate Net
                                                           National
                          Core Distribution:               Medical
                    80,000+ Website visits/month            Ass’n.
Sponsors        1,200 Patient Support Group Leaders
                    1,000+ Public Health Workers
                     ~ 6,000 Medical Oncologists            American
                     > 400 Urological Specialists            Medical
                                                             Ass’n.

Participating                                          National Ass’n.
  Medical                                             of Barber Boards
  Centers              Community                          of America
    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
                 Case History
           FIT 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”
            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?

   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 Paradigm
                   2006 Budget Estimate
                   (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
  consists not in seeking new
landscapes but in having new
             eyes.
              - Marcel Proust

				
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