Christiana Care Health System - Farmers Market Outreach for Cancer Awareness

Overview

Since 2009, Christiana Care has been taking an innovative approach to reach minorities, integrating a combination screening (cancer risk assessment, cholesterol, sugar and blood pressure testing) with delivery of health information. In 2012, the health system’s Community Health Outreach and Education program helped nearly 10,500 underserved, uninsured and underinsured people by offering a variety of services. The cost of these free services amounted to more than $50,000.

The New Castle Farmer’s Market was selected as a non-traditional place to offer monthly public awareness. The market has more than 75 vendors, many of whom are Asian, African American and Hispanic. Christiana Care Health System hired new Asian- and Spanish-speaking outreach staff to ask vendors and shoppers to participate in health screenings or discuss health concerns. Each month, the organization’s health message is posted on their display boards, topped off with balloons, to engage the market vendors and shoppers. New educational materials, Cancer News You Can Use, were created for breast, colorectal and prostate in three languages: English, Spanish and Chinese. The venue is used to promote Christiana Care events and programs, including the annual Latinas conference, Pink Ribbon Breast Program, Delaware Quitline’s smoking cessation, Avon Foundation’s Helping Hands for Breast Health and the Family Risk Assessment Program. This is a true partnership, as the market manager champions the health system’s message by making health announcements, providing free gift certificates and circulating information to vendors.

Impact

Since 2009, Christiana Care Health System has offered 31 monthly events. In 2011-2012, the combination screening offered at 12 events screened 262 individuals, which helped initiate the cancer screening conversation with individuals who are uninsured or otherwise would not discuss cancer screenings. Of the participants, 52 percent were minorities (Hispanic - 21 percent, African American - 25 percent and Asian - 6 percent), 28 percent were uninsured, 22 percent had not seen a doctor in the last two years, and 27 percent required referral for cancer screenings. Additional referrals were made to genetic counselors, primary care and state programs.

Future direction/sustainability

To better capture outcomes for this program, the health system needs to refine how and what they will track going forward in their community outreach/benefit database. Additional goals include:

• Use the public education forms to capture total staff hours/expenses and outreach provided;
• Hire medical interpreters to help with screenings; and
• Provide extended hours at screening sessions to reach more individuals.
• The program has become so popular that the health system’s community partners ask if they can participate. Participating partners include Beautiful Gate Outreach Program (HIV), United Healthcare Community Program, Blood Bank of Delaware, Alzheimer’s’ Association and federally qualified health centers.

Advice to others

Bilingual materials increased awareness and attendance. Bilingual/multi-cultural staff and medical interpreters increased the number of people taking advantage of the free screenings.

Contact: Rose Mili
Senior Marketing Communications Manager
Telephone: 302- 327-3320
E-mail: RMili@Christianacare.org

Contact: Nora Katurakes
Manager, Community Health Outreach & Education
Telephone: 302-623-4628
E-mail: nkaturakes@christianacare.org