Building Community Engagement on Colorectal Cancer Screening

This report explores strategies for building community engagement in colorectal cancer screening, focusing on the Hispanic population in the Boston area. Brigham and Women’s Hospital (BWH), through its Centre for Community Health and Health Equity (CCHE), initiates awareness campaigns to address health issues. The report highlights the importance of community outreach to improve partnership between organizers and the target community, increasing awareness of colorectal cancer screening. It emphasizes using various communication channels like magazines, newspapers, radio, television, and the internet in both English and Spanish to reach the target audience effectively. The goal is to address barriers such as lack of knowledge, navigation, and resource referral, ultimately improving healthcare access and outcomes for the Hispanic community.

BUILDING COMMUNITY
ENGAGEMENT ON SCREENING
OF COLORECTAL CANCER
- A brief study on Hispanic people

PICTURE

THE MAIN ISSUE
 Community engagement in healthcare service is very much essential.
 It is basically a relationship building process, where all the community members of a
specific targeted group participates and cultivate a sense of pride and aware of multiple
programs about some particular healthcare services (Barello, Graffigna & Vegni, 2012).
 Various community members do not assess healthcare services due to lack of
community engagement.
 This unawareness and less involvement keeps them far behind from different types of
public awareness campaigns conducted by any healthcare organization.
 Due to lack of awareness many chronic diseases are kept unmanaged properly

PURPOSE OF THE WORK
 The prime goal of the work is to build up community outreach.
 It is a process of organizing awareness activity through the communitywide
as well as countrywide interaction.
 The work is focused to build an engagement process of various community
members.
 It helps to improve the partnership between the organizers and the target
community (Mark & Ganzach, 2014).
 Awareness and campaigning will be on the colorectal cancer screening.

INITIATOR
 Brigham and Women’s Hospital (BWH), which is the largest hospital of Boston,
Massachusetts, US, is an international and global leader in the field of medicine
(brighamandwomens.org, 2018a).
 The hospital deals with almost all kinds of health-related problems.
 It also has a centre that looks after Community Health and Health Equity (CCHE)
(brighamandwomens.org, 2018d).
 CCHE is the main initiator on behalf of BWH to conduct awareness campaign in
order to address the specific issues.

ABOUT CCHE
 The target of CCHE is to organize several community programs
and advanced system of research in order to raise the health status
of the patients served by BWH (Brighamandwomens.org, 2018b).
 CCHE goes beyond the hospital premises and serves those people
who need the most.
 It helps in improving the knowledge of healthy habits behaviours
among different communities. (Brighamandwomens.org, 2018c)

FOCUSED AREA
 In order to address the existing barriers in the screening of colonoscopy.
 Increasing the awareness about the healthcare centers that deals with
colorectal cancer screening.
 Recommendation of physicians specifically for the aged 50 years or above.
 Increasing the test-preparation as well as decreasing the no-show rates of
screening colonoscopy (Lee, Boden-Albala, Larson,Wilcox & Bakken, 2014).
 Addressing the barriers such as patients’ knowledge, navigation and resource
referral.

TARGET AUDIENCE
 Hispanic population living in the Boston area.
 The program prioritizes the chronic disease management among
the disadvantaged group of those areas (Statisticalatlas.com,
2018).
 The Hispanic population living in some specific areas like Boston-
Roxbury, Boston-Mattapan, Boston-Jamaica Plain, Boston-
Dorchester will be the main target (Statisticalatlas.com, 2018).

SELECTION OF METHOD
 To increase the awareness among the selected target groups, the
communication process needs to be strong
(Worldpopulationreview.com, 2018).
 Hispanics use different types of communication technologies
that include radio, television and internet (Cdc.gov, 2018).
 Apart from that newspapers and magazines are the other source
of communication that they use (Cdc.gov, 2018).

METHOD
 Magazine, Newspaper, Radio, Television and Internet will be the main
communication technology tool to spread the awareness among the
Hispanic people about the screening of colorectal cancer (Cdc.gov,
2018).
 Hispanics generally prefer English and Spanish. So, in order to reach
them, these two languages will be used (Cdc.gov, 2018).
 Considering the age group and the usage of communication technology,
the information will be spread.

CONCLUSION
 Various regions, communities as well as ethnic groups are unable to access
different types of healthcare services.
 Some groups are not even aware of the existence of specific healthcare services.
 Such communities require the support of some additional healthcare awareness
campaigns and programs (Worldpopulationreview.com, 2018).
 Hispanic groups generally face such issues.
 Therefore, this awareness program will be helpful for them in addressing the
issues.

WORKS CITED
Barello, S., Graffigna, G., & Vegni, E. (2012). Patient engagement as an emerging challenge for healthcare services:
mapping the literature. Nursing research and practice, 2012.
brighamandwomens.org. (2018a). Centre for Community Health and Health Equity (CCHHE) - Brigham and Women's.
Retrieved from https://
www.brighamandwomens.org/about-bwh/community-health-equity/center-for-community-health-and-health-equity
Brighamandwomens.org. (2018b). Community Health Needs Assessment - Brigham and Women's Hospital. Retrieved
from https://www.brighamandwomens.org/about-bwh/community-health-equity/community-health-needs-assessment
Brighamandwomens.org. (2018c). Clinical Departments & Services - Brigham and Women's Hospital. Retrieved from
https://www.brighamandwomens.org/services
Brighamandwomens.org. (2018d). About BWH - Brigham and Women's Hospital. Retrieved from https://
www.brighamandwomens.org/about-brigham-and-womens

WORKS CITED
Cdc.gov. (2018). Cultural Insights: Communicating with Hispanics/Latinos. Retrieved from https://
www.cdc.gov/healthcommunication/pdf/audience/audienceinsight_culturalinsights.pdf
Lee, Y. J., Boden-Albala, B., Larson, E., Wilcox, A., & Bakken, S. (2014). Online health information
seeking behaviours of Hispanics in New York City: a community-based cross-sectional study. Journal
of medical Internet research, 16(7).
Mark, G., & Ganzach, Y. (2014). Personality and Internet usage: A large-scale representative study of
young adults. Computers in Human Behavior, 36, 274-281.
Statisticalatlas.com. (2018). Race and Ethnicity in Boston, Massachusetts (City). Retrieved from https://
statisticalatlas.com/place/Massachusetts/Boston/Race-and-Ethnicity
Worldpopulationreview.com. (2018). Boston, Massachusetts Population 2018. Retrieved from
http://worldpopulationreview.com/us-cities/boston-population/