Healthy Shalom
Marketing Plan
Submitted by: Albert Whitaker
Health Communication and Advocacy – HLTH 634
October 6, 2019
EXECUTIVE SUMMARY
Healthy Shalom is Christian ministry that addresses social isolation, chronic disease and its impact on the health and wellbeing of older adults 65 years of age and older. This online platform allows for participants to interact, share and access resources that help them age with dignity and self-efficacy. Positive health messaging and readily available evidence-based education and materials are employed.
This online platform targets African American and Latinx older adults at risk or living with a chronic disease. Elements such as culturally competent and linguistically appropriate standards will align with the national standards for Culturally and Appropriate Services in Health and Healthcare. (National CLAS)1
The goal of Healthy Shalom is to help to reduce the prevalence of chronic disease and social isolation among the targeted population and provide a health communication strategy that promotes the nexus between physical activity and healthy eating as a means of reducing chronic disease and social isolation.
Healthy Shalom has over 15 years’ experience working with older adults in venues such as senior centers, older adult programs in community organizations, and through our online platform and social media providing quality evidence-based health education and activities. Our community partners include exercise instructors, nutritionists, community health workers, members of the faith-based community, licensed clinical social workers and certified diabetes educators. All partners have been trained in delivering our evidence-based health education developed by the Centers for Disease Control and Prevention (CDC).
Research has shown that the estimated number of people 65 years of age and older was 49.2 million in 2016. By the year 2060 that number will reach 98 million.2 Older adults are living longer. However, this population experiences higher incidence of chronic disease.3 Social isolation and its impact on older adults is another factor that contributes to the health and wellbeing of this population. The prevalence of social isolation among older adults is 7-24% in comparison to the general population at 7%.4
When examining race and ethnicity, it is reported that African Americans suffer disproportionately when compared to their white counterparts. Further, health perceptions and beliefs contribute to how one manages their chronic disease. Social networks, such as family, friends, and community help African Americans cope with their illness.5 Among Latinx older adults it is anticipated that their numbers will increase significantly. Moreover, the onset of chronic disease occurs much earlier than that of their white counterparts. Factors such as poverty, educational attainment, poor health and segregated communities also impact health outcomes.6
Providing an environment that promotes healthy eating, physical activity and social engagement will help the target population reach self-efficacy through reduction in weight and decrease in risk for chronic disease. Moreover, Healthy Shalom will assist the targeted audience living with chronic disease better manage their health and wellbeing. Most of the interaction will take place through social media.
To reach the targeted audience of African American and Latinx older adults at risk for or living with chronic disease living in Boston, MA, Healthy Shalom will provide an online forum that is safe, engaging and supportive of the participants engaged in the intervention.
Healthy Shalom partners with stakeholders who are experts in various aspects of health and wellness specific to preventing and managing chronic disease among older adults. The educational materials and resources are both linguistically appropriate and culturally competent. Moreover, all educational materials and resources are evidenced-based and sanctioned by such entities as the CDC, Office of Minority Health and the Centers for Medicare and Medicaid (CMS).
The goals and objectives of Healthy Shalom are the following:
- By December 2019, 60% of active participants will have engaged in a minimum of three hours of physical activity each week.
- By February 2020, 50% of active participants will have demonstrated consumption of at least 6 servings of fresh fruits and vegetables weekly. This will be demonstrated by self-reporting from a weekly food journal that will be shared on the website and reviewed by the nutritionist.
- By March 2020, 75% of all participants will be able to articulate and understand the link between lifestyle and reduced incidence of chronic disease.
- By May 2020, 50% of participants will have engaged with another participant at least once per week.
The benefit of Healthy Shalom is providing a “go to” website that is safe, respects privacy and is a resource for those older adults living with chronic disease or at risk. Our partners are currently working on providing educational materials in Spanish that are culturally competent and linguistically appropriate. There is a native Spanish speaking partner that will facilitate online training and education to Spanish speaking participants.
A barrier to the intervention might be motivating the participants to be actively engaged in physical activity. Access to walking trails, indoor facilities, mobility may be a deterrent. However, our physical exercise partners have developed exercises for those who are homebound or lack full mobility.
Short-term outcomes include an increase in consumption of fresh fruits and vegetables and an increase in the amount of physical activity performed after the start of the intervention. Upon completion of the intervention, outcomes will produce a more health literate group of participants. A lifestyle behavior change that promotes activities conducive to health and wellness, and an increase in self-efficacy where the participants are empowered to live healthier lives. Better management of chronic disease evidenced through health provider reports and clinical evaluations and a decrease in the risk for chronic disease evidenced by weight loss, more physical activity, making healthier food options and health provider reports.
MARKET REVIEW
As stated previously the targeted audience for this marketing plan is socially isolated urban African American and Latinx older adults at risk or living with a chronic disease. The target audience has a degree of readiness to change behavior. This change was indicated by surveys conducted at various senior centers throughout Boston in communities where there are larger proportions of both African American and Latinx older adults reside. Thirty percent of the Latinx population surveyed state they speak their native language in the home. Their children and grandchildren speak mostly English inside and outside the home.
Among the African American population 30% attend church on a regular basis and identify as Christian. Twenty-five percent identified friends and family as social support. In comparison 75% identified as being lonely with limited social networks.
Combined 50% of both Latinx and African Americans stated they have a least one chronic disease. The additional 50% had two or more chronic disease. Seventy percent of those surveyed were 65 years of age or older. Fifteen percent were over 70 and 15% were under the age of 65. One hundred percent of those surveyed live in urban neighborhoods in Boston.
Forty-five percent of those surveyed were retired and living on Social Security and retirement income. Fifty-five percent received Social Security only and according to federal guidelines are below the poverty level.
Perceptions of their health condition were mixed. Twenty five percent believed that their chronic disease could only be controlled through medication. However, 10% of those receiving Social Security had difficulty making the co-pays for their medication. Thirty percent have a mistrust of doctors. Forty five percent believed they could improve their health condition by being active and engaging and participating in health education.
The secondary target audience are many of the family and friends of the targeted audience. Another secondary target audience are the employees and staff at the senior centers who work with this population on a regular basis. Providing basic health education and training will help to promote the importance of diet and exercise and raise awareness about Healthy Shalom and the vast resources available to those older adults living with chronic disease.
PRODUCT
Healthy Shalom is an online community for older adults living with chronic disease and in need of social connectedness among their peers. The site is safe, and password protected to ensure privacy and confidentiality. We offer an array of free evidence-based health education materials and resources. We offer online one-on-one counseling with both a nutritionist and members of local congregations throughout the city of Boston.
For those in need of behavioral health counseling, this service is available at the local health centers in your community. Healthy Shalom can make the referral for you. If you meet the federal poverty guidelines this service is free. Otherwise you will be charged on a sliding scale rate according to your income or insurance.
We offer an online 2 hour each week for 8 weeks chronic disease education and management program. In addition to the education you will have access to a personal trainer that will provide you with access to low impact exercise that you can do in the convenience of your home. Additionally, there is an online library of evidence-based programs and activities you can access 24 hours a day. Our services are hailed as interventions that promote health and wellness and empower our older adults to live happier and healthier lives.
Convenience is a major concern for our participants. Healthy Shalom works diligently to provide you with online resources and referrals to community resources that partner with regularly. It is a free service due to a demonstration grant we received to pilot this project.
STRATEGIES
The image Healthy Shalom would like to portray is an online community for Latinx and African American older adults at risk or living with a chronic disease. Our image is one of trustworthiness, culturally competent and linguistically appropriate materials and resources. Most of all we want an image that is respectful of people’s privacy and understands the many challenges and obstacles that older adults of color are confronted with regularly.
We want an image that can ensure positive outcomes and move the needle to reducing the rate of chronic disease by highlighting the importance of physical activity and healthy eating. Lastly, we want an image that confronts social isolation and brings our community together to share, interact and go through this journey together.
Our greatest asset is that there is no need to worry about any major expenses. Although the program is free there is a cost in that the participants are expected to be fully engaged or risk being asked to leave. We are results driven. However, to remain transparent, we want our participants to know that for the first year the program is free. Nonetheless, after the demonstration year there will be a fee of $125.00 a year. For those unable to pay the $125, there will be access to a sliding scale based on income.
Promotion of this program will be through various channels. Information flyers will be made available at all the senior centers, churches, community health centers, municipal buildings and at local club and civic organizations. within the targeted neighborhoods. Ads in the Community Event Sections of both El Mundo and the Bay State Banner will also be available. Social Media such as Facebook, our Blog and Twitter will promote the program as well with links to register. Public Service Announcements will be made on two local radio stations, WROL and WILD in Boston.
BUDGET
Healthy Shalom Project Budget
| Income | Description | Total | ||
| Demonstration Grant Foundation | $50,000 | |||
| Expenses | ||||
| Categories | ||||
| Printing | 2000 color flyers at .50 each | 2000 x .50 | $1000 | |
| Marketing | 5 Paid Advertisements 1190 each | 1190 x 5 | $5950 | |
| Evaluation | Pre/post testing and mid-year evaluation and final | 9,750 in installments of 2,437.50 each upon deliverable | 9750 | |
| Consultant Costs | 2 Certified Diabetes Educators | 5000 x 2 10 hours per year | $10,000 | |
| 1 Nutritionist | 5000 10 hours per year | $5000 | ||
| 1 exercise instructor | 2500 10 hours per year | $2500 | ||
| Administrative Fees | Web maintenance, Registration, | 7300 Flat Rate | $7300 | |
| Training | 5 Community Health Workers 5 members of faith-based community | 550 x10 | $5500 | |
| Food and Beverages | Food for meetings | 1500 = 300 x 5 meetings year | $1500 | |
| Space Rental | Room rentals for meetings, etc. | 150 per/hours x 2hrs x5 per year | $1500 | |
| Grand Total | $50,000 |
Albert Whitaker 