BCOM Final Paper

7/24/2019 BCOM Final Paper

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Dr. Peppers Prime

Care Center

Steven Borik, Gabriela Avina, Jason Hui, Max An


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Introduction

As Dr. Pepper Snapple, we strive for success. We believe our biggest success comesfrom not only our customers but also our employees as well. By working together we canbuild a bigger and better community. Weve come to realize that there are problems withour Dallas community and we want to make a difference. Many communities in the localDallas area try to sustain themselves and their families on a low income. With a lowincome, we have found that it is quite difficult for these families to attain quality healthinsurance. With such a big heart for the families in our community, we find it mostimportant to offer up our time and service to providing a health clinic where these familiesare able to turn to.

Regularly visiting a health clinic on a regular basis is essential. Checkups are there insupport of the individuals, to assure nothing out of the ordinary may be happening withtheir body, to detect signs of disease, cancer, or whatever uncertainty that may beoccurring. Dr. Peppers Prime care will not only provide the services of a typical health careclinic but we will also assure each individual is aware of the signs, and way to take care oftheir bodies.

As an established health care clinic our mission is to Provide quality health careservices and information to the community. Our volunteers and health professionals arecommitted to enhancing the lives of others by graciously giving their individual time, skill,and care. By establishing our health care clinic, we want to show people that Dr. Peppercares and that everyone matters. We will come together as one, as volunteers, co-workers,and citizens to make something that is much greater than hard work, but with ratherdedication and appreciation. As a company that has been around for years, this is a taskthat is absolutely impossible to make possible. In within the last year, we have offered up$10.6 million dollars in cash, $2.8 million dollars in product donations, and a total of over

17,700 volunteer hours based solely at the free will of Dr. Pepper Snapples employees.With this being said, we are more than capable to make this clinic happen.

With our headquarters being only twenty minutes away from downtown Dallas, wecouldnt think of a better place to start planning our health care centers. We strive to setour clinic up in an area that for one, is known to have a low income rate within theneighborhood, and one that may not have a nearby free health clinic. We want to help theneighborhoods that arent being help and so thats what well do. Along with having our

employees volunteer at their free will, we will offer a prize with the most completedvolunteer hours worked by our employees. Our prize will be an incentive to keep ouremployees encouraged to give back to our community. While using the companys money

we have set aside for this years philanthropy, we also plan on accepting donations and domany small fundraisers on the side. Although we will be targeting an aid for the low-income families, we will also be reaching out to the other neighborhoods that maintain ahigher class for their help and donations.


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Background-Issue

There are a several main issues Dr. Pepper wants to combat in the Dallas area withthe health clinic. Before detailing these concerns, it is important to establish theoverarching problem that gives way to these issues. People with a lower socioeconomicstatus generally have less knowledge of health issues and how to combat them.Additionally, this increases their chances for greater health disparity (London: StationeryOffice, 1998). There are three main components of socioeconomic status that are importantfor understanding the link between low income populations and lack of health care andgeneral health knowledge: Education, income, and occupation.

Education

Education is the foundation for both income and occupation, as it molds the futurefor both. Education provides special skills and knowledge that give an advantage insearching for health information and resources (Ross & Wu 1995). There are variousprograms such as Head Start and Perry Preschool Project that have proven how important

health is at such at even a young age (Hertzman, 1999). If people learn about theseimportant health issues earlier on in their education, the chances of them recognizingpotentially hazardous health situations and avoiding them will increase.

Income

The second socioeconomic issue that plays a huge factor in establishing theseimportant health issues is income. Having a higher income opens the door for purchasinghealth care, buying better quality food, and having access to housing, schooling, andrecreation (Wilkinson, 1996). People living in higher income neighborhoods generally havemore access to these resources and because of it have more money to focus on their health.

Occupation

The final socioeconomic issue that has a direct effect on health is occupation. Peoplewho are employed almost always have better health than those who are unemployed (Ross& Mirovsky, 1995). Low-income jobs expose workers to several risks, the most importantbeing physical and psychological (Rodriguez, 2001). Additionally, the greater the risk ofunemployment, the more adverse effect it has on ones health increases as well (Catalano &Serxner, 1992). Now that the link between low income population and lack of health careand general health knowledge has been established, we can outline the main issues that Dr.Pepper looks to combat by creating the Dr. Pepper Prime Care Clinic: Overweight andobesity, STDs, and cancer and the importance of early screening. We hope that this clinic

will be beneficial in the Dallas area but will also help raise awareness for those not in thearea.


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(Governing Data, 2011)

The first issue Dr. Pepper is looking to change in the Dallas area are overweight andobesity. While Dallas has the lowest percentage of overweight people, it has the highestpercentage of obese people at 33.8%. Approximately a third of the Dallas population has aBMI of over 29.9.

(Parkland Hospital, 2013)

This bar graph provides a more visual statistic regarding the distribution of thehealthy, overweight, and obese population in Texas. Over 35% of Texas population has aBMI between 25.0 and 29.9. This is a significant portion of Texas, specifically Dallas. Withour clinic we hope to reduce some of these numbers by both promoting our brand andestablishing our health center.

Area Healthy Weight Overweight Obese No PhysicalActivity

Dallas/Plano/Irving 36.4% 29.8% 33.8% 33.8%

Austin/Round Rock 35.9% 37.1% 27.0% 19.3%

Houston/SugarLand

36.9% 34.0% 29.1% 23.6%

San Antonio 36.7% 33.5% 29.8% 26.5%


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(Parkland Hospital, 2013)The next issue to focus on is STDs. In 2013, Dallas county saw a 31% increase in

primary and secondary syphilis. (Parkland Hospital, 2013). In the chart above, it isimportant to note that 92% of these cases occurred in males. Additionally, Texas ranks 12thin the most cases of AIDS/HIV each year (Reynolds, 2014). These are numbers we at Dr.Pepper are looking to change with our health clinic. We believe that if we can treat andeducate those suffering from these conditions then we can make a huge difference inDallas.

The last but certainly not least important issue that Dr. Pepper wants to raiseawareness to is cancer detection and the importance of early screening. It is proven that

the best way to reduce the numbers of those who are diagnosed and die because of canceris through early diagnosis (American Cancer Society, 2009). For example, colon cancer thatis caught at an early stage has a 91% 5-year survival rate, as opposed to an 11% survivallate if diagnosed at a later stage (National Cancer Institute, 2009). These numbers clearlyexemplify the importance of early detection and how dramatic the chances of survivalchange. Additionally, the costs associated with treating cancer in later stages increaseenormously, as cancer treatment accounted for approximately $93 billion in the UnitedStates. Not only does early detection saves lives, but it also decreases the amount of moneyspent on treatment costs (NHIS, 2008).


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Background - Causes

There are a variety of different causes that prevent an individual from obtainingeffective health care. Many people are not in the position to acquire health care. For thisreason we are trying to inform the city of Dallas about the importance of health care and

early prevention of diseases.Some people cannot get health care simply due to the fact that they cannot afford it. Healthcare is very expensive especially for full coverage. This is why there is a lot of governmentlegislation in place that is pushing for affordable health care. We want to establish a healthclinic that offers a full free checkup that will determine if each patient has a preventable ortreatable disease. Because most medical centers do not do full checkups on people withminimal coverage or no insurance, our clinic will provide people with an equal and fairdetection of diseases? According to the Texas Medical Association, there are roughly 5million people who are uninsured in Texas. That is about 32 percent of the population whodoes not have insurance which would make them more susceptible to fatalities that couldhave been prevented. That puts Texas at the top of the list with the most uninsured people

relative to the population. (The Uninsured in Texas- Texas Medical Association) The DFWarea actually has the highest uninsured rate in the nation. More than 265,000 people arewithout health insurance which is about a 38 percent uninsured rate making it the nationsworst. (Patrick Michels, 2014)Another major issue that is preventing people from gaining access to medical centers isattributed to their location in proximity to these centers. Some households are located farfrom health care centers and therefore unable to visit them regularly. In the DFW areathere is a shortage of health clinics in the south east region. People who do not own cars orcannot access modes of public transportation are mostly affected by the zoning of clinics.Aside from these indirect causes for the health issues in Dallas, there are also some directcauses that everyone can take steps toward a healthier lifestyle. Of these issues, obesity

affects most of the population compared with the other health issues. About 29.8 percent ofthe residents are considered overweight and 33.8 percent are considered obese accordingto the BMI(Body Mass Index) The CDC studies have shown that the DFW area has one of thehighest percentages of obese people.(Obesity Rates for States, Metro Areas, 2011) Thecauses implicated with such high rates of obesity are as follows: poor dietary habits, lack ofexercise, sedentary lifestyles, and unbalanced nutrition.Sexually transmitted diseases are also a prevalent issue in Dallas. According to the DallasCounty Health and Human Services, in 2013 it was reported that syphilis diagnosis hadincreased 31 percent from 2012 to 2013. Other STDs such as chlamydia and Gonorrheahave also increased significantly. (Profile of Sexually Transmitted Infections, 2013) This isdue to the lack of sex education. Most of the people affected are under the age of 20. People

who do not practice safe sex are also more likely to contract STDs.A very important solution that can easily prevent health problems associated with liver andlung cancer is avoiding smoking and drinking. The current percentage of people whosmoke in Texas is 19.2 percent.(Smoking & Tobacco Use, CDC, 2012) Smokers are 23 timesmore likely to develop lung cancer as opposed to nonsmokers. (Christopher Wanjek,2008) By avoiding tobacco use and heavy consumption of alcohol, people are significantlylowering their risks to fatal diseases.


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If people are more aware of the status of their health, then they are more likely to adjustand make changes to their life choices. The importance of education and awareness alongwith professional care may lead to a healthier community.

Background Consequences

Lack of health care services induce health problems which can be easily detected andtreated. Informing people about the importance of health care can greatly reduce health risk and

mortality rate. By raising the awareness of health care, we hope to correct the underlying issue ofhealth issues that can be prevented. The influence of community health center will change the

lifestyle within the community in the right direction. Three major issues through our health

center, obesity, STD, and cancer is aimed to inform and prevent.

It is common for people to get into an unbalanced diet and they dont realize it until they

hit the obesity mark. Parental obesity reflect family environment that promotes excessive eating

and lack of physical activity.

This graphic from Centers for Disease Control and Prevention (CDC) illustrates the

relationship between parental obesity with their children (McCarthy, Ye, Yuan, He). The

research shows that having one or both parents being overweight increases the body mass indexand waist circumference. It raises the risk of obtaining cardiovascular disease but the problem

can be coordinated and improved by health professions.

School health programs have STD prevention education programs to reduce sexual risk

behaviors. It is the best way for students to be educated about potential risk of having sexual

intercourse. However, schools neglect the factors that make the program effective. According to

CDC, key common attribute to having effective program tends to have trained instructor, age-appropriate, and including components on skill-building, and the support of healthy behaviors.

By providing trained instructor and deploying them to low income areas will have a significant

impact on reducing sexual risk behaviors.

Cancer is one of the leading cause of death and research shows that early detection of

cancer tremendously increases the chance for successful treatment. There are two major ways to

early detect cancer: education and early screening.


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The relationship between patients with Hepatocellular Carcinoma and survival rate after

diagnosed early show a mind blowing result. The survival rate sits at 46.4 percent after earlyscreening and 0 percent if not diagnosed. Finding about health problems and being treated

greatly increases the chance of survival. The low income area doesnt have the access to bescreened or educated about cancer. Free health clinic is needed in the community to provide

health education and screenings.

Proposal

So how does Dr. Pepper plan to take a stand? We propose to create a grant-supported federally qualified health clinic in the south central Dallas area, specificallyLisbon. Lisbon Texas is classified as a shortage area by the HRSA. The Health Resources andServices Administration designates areas that have a shortage of primary medical care,

dental or mental health providers. (HRSA, 2015) For Dr. Pepper to create a properlyregulated health clinic, there are several criteria that we must adhere to. On-site clinicsmust have integrated health related information to all carriers/administrators, managereferral processes, and provide online self-care and appointment booking and messaging.(Reagan, Volk 2011)

For our timeline, we have a 3-4 month plan that will effectively allow us to take thenecessary steps to build our clinic. In the first month (May) we plan on taking two essentialsteps: First, we will make sure we are approved by the Federal Government to build ourhealth clinic. Second, we will make sure we have found a building contractor to constructour clinic. Construction will take approximately 2-3 months but during this time, we plan

on promoting our clinic and prompting people to check out our website that will haveuseful information regarding our clinic and health in general. During the final month and ahalf while or clinic is being finished, we will begin the hiring process and also findingvolunteers for our clinic.


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Something else that we really want to stress when marketing for this clinic is thatwe want to really stress how above all else we are trying to help educate people aboutthese issues and we want our facility to be an inviting place where people can come in andlearn about topics that they may not fully understand.

Staffing

For our staff, we are going to have both volunteer and fulltime positions for doctors,nurses and physicians assistants. We are going to need anywhere from 20-30 employeesand volunteers working at the clinic.

Budget

Costs ModerateUtilization

HighUtilization

AdministrativeFee

Assumption

Low High Low High

EstimatedDirect ClaimCost

$1,300,000 $1,300,00 $1,950,000 $1,950,000

ProjectedClinic Expense

$1,900,000 $2,400,000 $2,400,000 $2,800,000

Total FirstYear Savings

$600,000 $1,100,000 $450,000 $850,000

For the budget of Dr. Peppers Prime Care Center, we calculated the costs and

savings under several assumptions. Firstly, we are assuming that the amount of peoplevisiting the clinic will gradually increase overtime, which is why there we have both amoderate utilization and high utilizations cost estimate (Reagan, Volk 2011). Since our Carecenter will be both grant-supported and federally qualified, we will generate most of ourrevenue from government aid. Other than that, we will depend largely on donations fromchurches, philanthropists, and the general public.

Conclusion

In total, we are asking for $2,000,000 dollars to help fund this clinic past its firstyear hurdle and into the future. We believe that with this amount of money we will not onlybe able to sustain the clinic for years to come but also promote our brand and raiseawareness to the issues we want people to be cognizant of. Thank you for giving Dr. Peppera chance to make a real difference and with your help, we promise to do just that.


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References

1. Cancer Facts & Figures 2009. (n.d.). Retrieved April 12, 2015.2. Catalano, R., & Serxner, S. (1992). The Effect of Ambient Threats to Employment on

Low Birthweight.Journal of Health and Social Behavior.3. Cancer Facts & Figures 2009. (n.d.). Retrieved April 12, 2015.4. Direct and Indirect Economic Costs of Illness by Major Diagnosis, U.S., 2008.

National Heart, Lung and Blood Institute Fact Book, February, 2008.

5.

Early detection of cancer. (n.d.). Retrieved April 12, 2015, fromhttp://www.who.int/cancer/detection/en/

6. Effective HIV and STD Prevention Programs for Youth. (2011, July 12). RetrievedApril 12, 2015, fromhttp://www.cdc.gov/healthyyouth/sexualbehaviors/effective_programs.htm

7. Effective HIV and STD Prevention Programs for Youth. (2011, July 12). RetrievedApril 12, 2015, fromhttp://www.cdc.gov/healthyyouth/sexualbehaviors/effective_programs.htm

8. Find Shortage Areas: HPSA by State & County. (n.d.). Retrieved April 12, 2015.9. Fox, R. (2013, August 1). Lesson 6. Surveillance for Hepatocellular Carcinoma.

Retrieved April 12, 2015, fromhttp://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/all

10.Hertzman, C., & Keating, D.P. (1999). Population Health and Human Development.Developmental Health and the Wealth of Nations.

11.Independent Inquiry into Inequalities in Health Report. (1998, November, 26).Retrieved April 12, 2015.

12.Rodriguez, E., (2001). Keeping the Unemployed Healthy: The Effect of Means-Testedand Entitlement Benefits in Britain, Germany, and the United States.American

Journal of Public Health.13.Ross, C.E., & Mirovsky, J. (1995). Does Unemployment Affect Health?Journal of

Health and Social Behavior.14.Cancer Facts & Figures 2009. (n.d.). Retrieved April 12, 2015.15

Ross, C., & Wu, C. (1995). The Links between Education and Health.AmericanSociological Review.

16The 25 U.S. Cities With the Highest Rates of HIV Infection. (n.d.). Retrieved April 12,2015.
http://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/allhttp://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/allhttp://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/allhttp://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/allhttp://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/allhttp://www.hepatitisc.uw.edu/go/evaluation-staging-monitoring/surveillance-hepatocellular-carcinoma/core-concept/all


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