Cancer Initiative Targets African Americans
In spite of the progress made to diagnose and treat breast cancer in the United States, African Americans continue to suffer higher breast cancer mortality rates than any other ethnic group. To raise awareness among African Americans about the importance of early detection, treatment options and survival chances, the Susan G. Komen Foundation launched the African American Women's Initiative (AAWI) this month as the nation celebrates Black History Month.
The initiative will identify Komen's current breast health education and outreach programs which are making an impact on the African American community and replicate them nationally. These programs include:
- the Witness Project, a national program that enlists African American breast cancer survivors to share their stories with other women in their communities;
- the East-West Breast Express, a regional effort to educate women at public transportation sites in Atlanta and Oakland, Calif.; and
- the Patient Navigator Program at Harlem Hospital Center in New York that matches women up with patient advocates who provide support from diagnosis to treatment and beyond.
(Susan G. Komen Foundation, Susan Carter, 972/855-1689)
AMA Launches Y2K Campaign
To help physicians seeking guidance on the array of Y2K issues, the American Medical Association recently launched "Moving Medicine Into the New Millennium," an educational outreach campaign. The program teaches AMA members about Y2K issues which will affect healthcare organizations, group practices and individual physicians. Communications efforts include:
- Regional seminars that provide case study information and recommendations for dealing with vendors and third-party payers.
- An interactive section on the AMA Web site, http://www.ama-assn.org, to provide solutions and advice to AMA members who post questions on Y2K technical problems.
- Educational coverage in AMNews and editorials that will appear in several national medical publications on the clinical ramifications of various Y2K issues.
(AMA Y2K staff, 800/262-3211)
One-Stop Shopping Promotion For Women's Health
A unique joint effort is providing a "one-stop shopping" approach to promoting women's health through 96 grocery stores in Dayton and Cincinnati, Ohio with information displays and health screenings. On Feb. 24, the Kroger Food Stores, Procter & Gamble and Anthem Blue Cross and Blue Shield are launching a campaign to raise awareness about a variety of women's health issues.
The initiative will reach an estimated 100,000 women in March.
The kickoff event will take place at a Cincinnati Kroger store with various outreach activities, including:
- Customer screenings for osteoporosis, heart health, breast cancer and skin health;
- Q&A sessions with area physicians and health experts;
- Educational sessions with survivors of various diseases common to women; and
- The Cincinnati mayor recognizing March as the official "Speaking of Women's Health Month.
Women are becoming a major target for healthcare and retail corporations because of their prominent decision-making power and spending habits. Statistics show that women make 75 percent of healthcare decisions and account for 65 percent of the nation's healthcare spending.
(Anthem Blue Cross and Blue Shield, Diane Planck (HMS Success), 513/794-9477, ext. 2656)
Agency News
- Last month, Cronin and Comp. in Glastonbury, Conn., launched Cronin Direct to tap into the expanding $153 billion direct marketing industry that's expected to grow at a rate of 6.9 percent annually over the next five years. The full-service direct marketing arm, headed by Lisa Zaccheo, will offer TV, radio, print and Internet services. (Cronin, Patti Holskin Stern, 860/659-0514)
- The Omicom Group recently added a new healthcare agency to its Diversified Agency Services family of specialty marketing firms. Accel Healthcare Communications in New York will provide full-service advertising, medical education and brand development. Risa Janoff Bernstein is president of the new venture. (Accel, Risa Janoff Bernstein, 212/739-0384)