linking disease management & cultural competence
TRANSCRIPT
Cultural Advisory BoardsCultural Advisory Boards
Linking Disease Management Linking Disease Management & &
Cultural Competence Cultural Competence
Presented by: Nancy H. Lang
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Why the need for cultural sensitivity?Why the need for cultural sensitivity?
• Due to demographic trends, providers of all ethnicities will benefit from training on cultural sensitivity in the medical encounter. According to the US Census Bureau:
– Latinos made up nearly 13 percent of the total US population (35.3 million) in the year 2000)
– By 2020, the Latino population is projected to double to 70 million, or 21 percent of the US population.
– By 2050, people of Hispanic origin are projected to number more than 100 million.
• Research suggests that cultural differences affect provider/patient relationships and outcomes.
• A large number of Hispanic patients will be treated by non-Hispanic health care providers.
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What type of training is needed?What type of training is needed?
• Culturally sensitive education targeted to the provider network, including managed care, physicians, nurses, pharmacists and office staff who interact with Hispanic patients.
• Components of culturally sensitive training include:
– Insights into cultural and language differences and how these can negatively impact patient outcomes.
– Suggestions from participants on how to address differences and improve outcomes.
– Examples of culturally sensitive training models that have been effective in major institutions nationwide.
– Culturally relevant patient education in formats that best serve Hispanic audiences. This means more than simply translating English materials.
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Who is best qualified to provide culturally Who is best qualified to provide culturally sensitive training?sensitive training?
• Key influencers with a passion to serve the Hispanic community.
– These individuals know the challenges of educating and motivating diverse patient populations.
– They are typically involved in the development of successful programs to address cultural issues in their own communities.
– These providers are often very influential members of the community.
– They are highly motivated to help companies develop culturally sensitive materials and train other providers on how to utilize them.
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What is the ideal role of key What is the ideal role of key influencers?influencers?
• Key influencers can serve as members of national, regional or local Cultural Advisory Board, which will:
– Present scientific and cultural training to other providers on behalf of companies.
– Share personal experience regarding provider and patient needs.
– Assist in prioritizing educational needs for relevant audiences.
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What are the expectations from the Cultural What are the expectations from the Cultural Advisory Boards?Advisory Boards?
• The formal role of the Cultural Advisory Board is to assist pharmaceutical companies with the inclusion of cultural competence into their strategies and tactics.
• Cultural Advisory Board members will:
– Interface with ethnic communities
– Recommend educational tools for provider and patient audiences
– Provide content recommendations and review materials
– Assist with program implementation
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What Cultural Advisory Board development What Cultural Advisory Board development process will be used?process will be used?
• Key local/national provider influencers will be identified by one or a combination of the following methods:
– Therapeutic category or specialty– Ethnicity of physician– Ethnicity of patient base– Segmentation of key personalities
• Cultural Horizons will conduct research to:– Identify the challenges faced by patients– Determine specific provider needs that can be addressed to positively
impact the management of medical conditions
• Invitations to join the Cultural Advisory Board will be extended to those providers who meet criteria agreed upon by the company and Cultural Horizons
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How do we utilize the communications How do we utilize the communications strengths of these key physicians?strengths of these key physicians?
• Incorporate the right mix of personalities on your Cultural Advisory Board to ensure optimal group dynamics.
• By identifying and partnering with the key providers who are influential in their communities, we can identify the key culturally sensitive messages that will spur providers and patients to accept your message and adopt your product.
• We can work with key providers to further define the environment and context that will provide the impetus for your product to take off in the Hispanic marketplace.
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How will your company benefit from Cultural How will your company benefit from Cultural Advisory Boards?Advisory Boards?
• You will have advocates from various ethnicities who can help you identify key messages for your target populations.
• Your company will be able to develop effective, culturally sensitive patient and provider education that achieves your desired results.
• You will greatly increase word-of-mouth information about your product among members of key ethnic populations throughout the country.
• Your company can partner with culturally sensitive advocates to develop local provider forums that will gain recognition for your product and your company within the Hispanic community.
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How will providers benefit from Cultural How will providers benefit from Cultural Advisory Boards?Advisory Boards?
• Providers will have the opportunity to network with influential peers and develop camaraderie.
• Providers will learn from each other and benefit from interacting with those who may have a different level of acculturation.
• Providers will learn about key cultural issues that impact acceptance of care.
• Providers will have the opportunity to learn additional scientific information about your products.
• Providers will be able to offer input on patient education tools that will benefit them in their practices.
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How will patients benefit from Cultural How will patients benefit from Cultural
Advisory BoardsAdvisory Boards??• Patients will be able to build better rapport with a provider who
understands their cultural needs.
• Patients and family members will place more trust in a provider who has made the effort to understand their cultural differences.
• Patients will be more likely to follow medical advice from providers in whom they have more trust.
• Patients will be better educated about their medications and health conditions because educational materials will be more relevant to their needs.
• Patients who are well informed and motivated by a positive relationship with their providers are more likely to comply with recommended therapy.
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Why partner with Cultural Horizons?Why partner with Cultural Horizons?
• Our method of advocacy development will be effective in producing results for your product, regardless of the stage in its lifecycle.
• Many of your competitors have recognized the importance of culturally sensitive product advocacy.
• Principals of Cultural Horizons have extensive ties to key influencers in the Hispanic marketplace.
• With over 20 years of experience in multicultural healthcare, Cultural Horizons can help you meet your goals with the Hispanic population.
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Why partner with Cultural Horizons?Why partner with Cultural Horizons?
• Cultural Horizons has the resources to:– Conduct culturally sensitive research– Develop Cultural Advisory Boards– Assist with the development of a multicultural brand strategy – Arrange facilitation and provide materials for advisory board meetings– Create your culturally sensitive physician and patient education tools. We
can do this alone or in collaboration with your agencies of record at a greatly reduced cost.
• Like the providers who will help to make your culturally advocacy initiatives successful, Cultural Horizons has a passion for helping companies to serve these patients and their communities.
Cultural Horizons, Inc.Cultural Horizons, Inc.www.cultural-horizons.com
Nancy H. Lang, PresidentNancy H. Lang, PresidentPhone: (816) 941-7000Phone: (816) 941-7000
[email protected]@cultural-horizons.com