Take community education to church or PTA
Convenience is key when generating interest
Question: How do you generate consumer interest in health classes? What's the best way to promote these outreach efforts? Also, what is the best method for determining the satisfaction of the participants and tracking interest in topics?
Answer: People who coordinate community outreach education must examine the way information is delivered. Traditional classroom teaching that relies on a lecture and overhead illustrations to deliver the message doesn't appeal to everyone, says Toni Cooke, MSW, LCSW, director of community outreach at Huntington Memorial Hospital in Pasadena, CA.
Health care facilities aren't the only source for education. "We compete with the media and the Internet. People can get information off the information highway, and they can pick and choose what they want," says Cooke.
To make classes more appealing, Cooke has begun to make them interactive. For example, to teach about preparing low-fat foods to lower cholesterol and control weight, Huntington Memorial offered a cooking class at which participants helped the teacher prepare the food. It was hands-on rather than show and tell.
Before designing an outreach effort, determine what your goals are, advises Cooke. You may just want to get the word out and attract savvy, sophisticated health care consumers who call their physicians with questions or search for answers on the Internet. For them, a large lecture program that delivers the facts might be appropriate. However, others learn best by repetitive, interactive teaching.
More than a class
That's why Cooke has designed a series of outreach programs that run for several months rather than a one-time class. These not only will provide an opportunity for more in-depth education, but they also will allow her to see if the classes have promoted behavior change.
For example, a program on hypertension combines teaching with screenings. People come on a regular basis to have their blood pressure taken and gather information about hypertension. One session focuses on diet; another discusses exercise or medications.
"Education methods can't be one-size-fits-all," says Cooke.
Variety is important, agrees Valerie Eldred, RN, community education coordinator for Mid-Florida Medical Services in Winter Haven. In addition to lecture series and classes, the health care facility hosts special events such as a women's health fair and an immunization and physical exam clinic for school-age children. There are also workshops targeting such topics as grief.
While program design is a factor in attracting participants, the topic plays a large part as well.
"We try to stay on top of what the community or public is concerned about rather than what we think people need to know," says Cooke.
To stay abreast of trends, Cooke monitors the major media sources such as newspapers, television, and national magazines. She has found that interest in a topic is generated by big news stories such as those on anti-oxidants.
"People are influenced by what they see on the news," she says.
Surveys are also a good way to track people's interests. "We never miss an opportunity to survey people. Any time we have a group of people for an event, we ask them what topics and concerns are of interest to them," says Cooke.
Eldred uses the evaluation forms participants are asked to fill out after each class, to track consumer interests. An office clerk enters the information into the computer so it can be tracked. Topics most frequently listed by parti-cipants within the last few months include osteoporosis, stress, diabetes, fibromyalgia, and nutrition. (For more information on using surveys to evaluate outreach efforts, see story, above.)
While the topic will draw some people, location is also important. To reach more people, Cooke has begun to piggyback education onto community events. For example, a lecture on hypertension, along with blood pressure screenings, was delivered at a school Parent Teachers Association (PTA) meeting. That approach fits working parents' busy schedules, she explains.
Convenience is key. She has arranged to hold flu shot clinics and diabetes screenings after church services.
"People are already at the location, so we have a captive audience. They don't have to come out again after work, find a ride, or worry about getting lost on their way to the hospital," says Cooke. To select the churches for the flu shot clinics, Cooke worked with a local organization called the Interfaith and Health Partnership.
To uncover opportunities to attach community outreach efforts to existing events, stay connected with your community, advises Cooke. Talk to leaders of PTAs and senior groups and pastors of churches. Also, call the local schools and health department.
Huntington Memorial offered a weight-loss program as part of its community outreach curriculum. The program initially was not very successful because consumers had to drive to the hospital to attend the classes. Yet when the nutritionist delivered the program at a local church and at the local library, it was suddenly in demand.
"People want the nutritionist to come to their church or organization and deliver similar lectures. I think if we want our outreach programs to be successful, we need to deliver them in the community and get away from doing so many things in the hospital,"says Cooke. (For information on how to promote outreach classes, see story, p. 54.)
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