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