Huron Regional Medical Center - South Dakota Women's Expo: A Day for Women

Overview

In an effort to educate women on breast cancer awareness and prevention during Breast Cancer Awareness month, a Huron Regional Medical Center (HRMC) mammography technician led the creation of an event called “A Day for Women” in October 2000. The event was first held on the hospital campus with approximately 150 women in attendance. Over the years, the event grew and expanded to include information and education on many health-related topics focused on women – all presented in a relaxing, enjoyable atmosphere at a local convention center. Attendance grew to 200 to 300 women at the expanded event, which featured a delicious meal and keynote presentation by a breast cancer survivor, as well as vendor booths representing various health care services in the community. Other educational health topic breakouts and health screenings were also presented.

In 2007, HRMC partnered with the South Dakota State Fair and several other local and regional businesses to create the South Dakota Women’s Expo: A Day for Women, expanding attendance to more than 600 women ranging in age from 9 to 90. The cornerstone of the SD Women’s Expo is a nationally known keynote presenter. Through the years, speakers have ranged from inspirational speakers, survivors of tragic events, a Biggest Loser finalist, and an HGTV personality. Expo attendees spend the day browsing interactive displays in three buildings on the State Fairgrounds, attending informative talks and cooking demonstrations, enjoying a mini-spa, meeting makeover winners, and taking advantage of free or discounted health screenings.

The South Dakota Women’s Expo is for all women in eastern South Dakota. Ladies are encouraged to bring their mothers, daughters, sisters, aunts, grandmothers, and best girlfriends for a day of education and pampering. It is a blessing to see multi-generational groups of women laughing and enjoying the day while learning how to be healthier. The event addresses all aspects of women’s health and well-being. Adding the non-health care related elements has allowed HRMC to present our health care message and services to more women of a larger age range from throughout the service area and beyond.

Impact

Since 2009, more than 1,100 women from eastern South Dakota attended the day-long event and learned about health-related – as well as beauty, decor, gardening, and cooking – information in a relaxing, pampering environment. Though the event has expanded to include other areas of interest for women, the focus on health and breast cancer has not waned. Each year, more than one-third of the attendees complete health screenings such as blood pressure, diabetes, cholesterol, self-breast exam, osteoporosis heel screening, and DermaScan skin damage assessment through a “Passport to Good Health” activity. As an added incentive, women who completed 10 of the 16 passport stops were entered into a drawing for a grand prize such as a room makeover or free airline tickets. As a result, most participants visit at least 10 of the passport stops. This gave HRMC more than 3,000 direct interactions with attendees, helping them to understand their current health and disease risk factors, as well as think of their local hospital as a trusted partner in early detection and good health.

According to the nursing staff that provide the health screens, up to half of the attendees are either counseled or referred to a physician for abnormal results. One attendee wrote, “I checked my blood pressure at the SD Women’s Expo and found out that I have high blood pressure (168/98). My physician is now monitoring my BP and I will be going on blood pressure medicine. I am 31 years old and did not think that I would have high blood pressure. I can now do something about it before it is too late.” Several attendees have reported early diagnosis of breast or skin cancer as a result of the screenings and have expressed their appreciation to HRMC.

Each year, HRMC’s medical imaging department distributes $50-off coupons to women over the age of 40 who have never had a mammogram or hadn’t had one in two years. All attendees receive $10-off coupons. Typically, more than 400 women stop by the mammography booth, where they learn self-breast exam education and are offered the opportunity to schedule a mammogram at the event. On average, more than 50 exams are scheduled – many individuals had not been engaging in regular early-detection activities.

Challenges/success factors

The focus for the last several years has been to lower the average age of attendees and increase the number of attendees from outside the primary service area. Choosing younger and higher-profile speakers, along with adding activities that appeal to a wide variety of attendees has attracted younger women who had never attended the event. Going forward, we will focus on keeping the new, younger attendees coming to have a greater impact on the health of these women and their families.

Future direction/sustainability

As the interest in the free health screenings and presentations grows, interest from other health care organizations increases as well. By maintaining the balance between health care and “other” areas of interest, the entire local health care community will be able to advance our messages of early detection and prevention. Because women are the primary health care decision makers in families, educating them not only improves the current health of their families, but also helps to avoid the expense of chronic and catastrophic health conditions later. To view the Expo web site, visit www.sdwomensexpo.com.

Advice to others

Develop a broad-based steering committee and utilize sub-committees to get the actual work done. Don’t be afraid to invest in speakers, mini sessions and décor to attract the women and keep them coming back.

Contact: Kim Rieger
Vice President, Marketing & Communications
Telephone: 605-353-6573
E-mail: krieger@huronregional.org