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Developing Community Education Strategy Utilizing Statistical
ModelingPresented by
Ayanna Anderson and Noel Sanchez
on behalf of Sandy Andrada
Challenge
• Large service area• Extremely diverse population
centers– Ethnicity– Acculturation– Social-Economic Status– Language
• Inability to track donor designation by ethnicity
Work With an Expert
• Connected with Dr. Michael Reibel PhD at CSU Pomona
• Experience with demographic analysis and mapping
• Agreed on focus and objective of study
Objective of Study
• Evaluate patterns of conversion rates and donor designation rates
• Relate this data to identity factors and neighborhood effects
• Develop data to support community education strategic plan
• Develop data to guide hospital development
Step One: Socio-demographic Analysis
• Utilize available US census data• Analysis of race, ethnicity and socio-
economic factors• Focused on areas of high population
density
Population Density
Median Household Income
Education Levels
Graduate Degree Age 25+
Foreign Born
Acculturation
Language
Step Two: Developing “Neighborhood Typologies”
Step Three: Analysis of Donor Registration
Step Four: Analysis of Conversion Rates
Final Step: Recommendations
1. Geographically target zips with low DD
2. Pursue niche media targeted towards African American, Latino and immigrant communities
3. Refine approach to next-of-kin of older referred patients
4. Outreach to smaller hospitals in remote areas
Integrated Community and Media Strategy
• HRSA meta-analysis of public education campaigns
• Invest a portion of community education resources towards low DD, low SES communities
• Focus a portion of media on these same communities
• Develop messaging to promote inter-generational conversations
Focus Groups
• Focus on 8-13 targeted communities• Discover attitudes/barriers towards
registration• Discover attitudes/barriers towards
donation• Develop messaging and messaging
channels
Conclusion
• Utilize available internal data to re-discover your DSA
• Overlay this onto census data to discover trends and opportunities
• Develop strategic plan based on results
Sandy AndradaCommunity Education Manager
sandrada@ctdn.org
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