Multicultural Marketing

National Conference

Cost to Healthcare, Disease

Prevention, Encouraging

Lifestyle Modification

Felicia Wade, M.D.

October 17, 2014

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Product description

The Pocket 5 A Guide to Healthy Living by Felicia Wade

The Pocket 5 Weight Loss book is for anyone who has ever been discouraged by the sheer amount of information when it comes to knocking off a few extra pounds. Author Felicia Wade literally cuts the fat out of the equation and dives into the heart of the matter. Tucked away inside these pages lies the essential information that you need to make a genuine and healthy life change.

(paperback)

This book is also available for purchase as an eBook download.

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The Heart of the Matter

A New Beginning

By Felicia Wade, MD

Published:

4/11/2006

Format:

Perfect Bound Softcover

Size:

6x9

ISBN:

978-0-59539-327-5

This book is also available for

purchase as an eBook

download.

The Heart of

the Matter A New Beginning By Felicia Wade

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Published:

4/11/2006

Format:

Perfect Bound Softcover

Pages:

56

Size:

6x9

ISBN:

978-0-59539-327-5

Cost to Healthcare, Disease

Prevention, Encouraging Lifestyle Modification

The Obesity statistics speak for themselves.

Engaging Multicultural communities is a key component.

Promoting health and obesity reduction

Felicia Wade, MD

4

Agenda

Review current obesity rate for multicultural population segments

Plan and engage the segment where they are to promote strong brand connection

Felicia Wade, MD

5

Cost to Healthcare Budget Busting U.S. Obesity Costs Climb Past

$300 Billion a Year

The total cost of obesity – including direct medical and non-medical services, decreased worker productivity, disability and premature death – at $305.1 billion annually.

Those direct medical costs - include counseling, outpatient and hospital visits, a range of bariatric surgical procedures, new treatment, nursing home care, rehabilitation and hospice – account for $190 billion of the annual costs

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Cost to Healthcare Direct nonmedical costs -Health

education and behavior change efforts, nonmedical obesity treatment costs (e.g., specialized dietary foods, exercise equipment, travel to healthcare providers, patients’ time involved in treatment). $ 50 Billion a year.

Absenteeism and sub-par productivity in the workplace costs an additional $65.1 billion a year.

The estimated annual medical cost of obesity in the U.S. was $147 billion in 2008 U.S. dollars; the medical costs for people who are obese were $1,429 higher than those of normal weight.

Felicia Wade, MD

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Obesity Obesity is a national epidemic in the U.S.

It is an even greater health concern for multicultural segments

Multicultural populations are plagued with the highest obesity rates across all segments

Nearly 4 out of 5 Mexican-American and African American women being overweight or obese versus 3 in 5 White non-Hispanic women.

CONFIDENTIAL

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Obesity Statistics More than two-thirds of U.S. adults are overweight or obese (Ogden

et al., 2014).

Recent national data show that 82.0 percent of African-American women and 77.2 percent of Hispanic women are overweight or obese compared to 63.2 percent of White women (Ogden et al., 2014).

In addition, over 50% of African –American women are obese (versus 37.1 percent of African –American men and 32.8 percent of White women) (Ogden et al., 2014).

Rates of overweight or obesity are higher for Hispanic men (78.6 percent) compared to African –American men (69.2 percent) and White men (71.4 percent) (Ogden et al., 2014).

Research also shows that the heaviest Americans have become even heavier the past decade (Beydoun & Wang, 2009).

Felicia Wade, MD

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Obesity Statistics Overweight or Obesity

BMI >/=

25 kg/m2

Obesity

BMI >/=

30 kg/m2

Extreme Obesity

BMI >/=

40 kg/m2

All 68.5% 34.9% 6.4%

All Females 65.8% 36.1% 8.3%

White

(non-Hispanic) 63.2% 32.8% 7.4%

Black

(non-Hispanic) 82.0% 56.6% 16.4%

Hispanic 77.2% 41.4% 7.6%

All Males 71.3% 33.5% 4.4%

White

(non-Hispanic) 71.4% 32.4% 3.8%

Black

(non-Hispanic) 69.2% 37.1% 6.9%

Hispanic 78.6% 40.1% 3.7%

Felicia Wade, MD

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U.S. Prevalence

of Adult

Overweight and

Obesity

(NHANES 2011-

2012)

Source: Ogden

C. L., Carroll, M.

D., Kit, B.K., &

Flegal K. M.

(2014).

Prevalence of

childhood and

adult

Obesity affects some groups

more than others

Non-Hispanic blacks have the highest age-adjusted rates of obesity (47.8%) followed by Hispanics (42.5%), non-Hispanic whites (32.6%), and non-Hispanic Asians (10.8%)

Obesity is higher among middle age adults, 40-59 years old (39.5%) than among younger adults, age 20-39 (30.3%) or adults over 60 or above (35.4%) adults.

Obesity and Chronic Disease

Considering the “tsunami of chronic

diseases” arising from obesity

Diabetes, heart disease, sleep apnea,

asthma, depression and increased

mortality

Felicia Wade, MD

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Type 2 Diabetes Type 2 diabetes is a global public health crisis that threatens the economies of all nations, particularly

developing countries.

Fueled by rapid urbanization, nutrition transition, and increasingly sedentary lifestyles, the epidemic has grown in parallel with the worldwide rise in obesity.

Asia's large population and rapid economic development have made it an epicenter of the epidemic. Asian populations tend to develop diabetes at younger ages and lower BMI levels than Caucasians.

Several factors contribute to accelerated diabetes epidemic in Asians, including the “normal-weight metabolically obese” phenotype; high prevalence of smoking and heavy alcohol use; high intake of refined carbohydrates (e.g., white rice); and dramatically decreased physical activity levels. Poor nutrition in utero and in early life combined with over nutrition in later life may also play a role in Asia's diabetes epidemic.

Recent advances in genome-wide association studies have contributed substantially to our understanding of diabetes pathophysiology, but currently identified genetic loci are insufficient to explain ethnic differences in diabetes risk.

Nonetheless, interactions between Westernized diet and lifestyle and genetic background may accelerate the growth of diabetes in the context of rapid nutrition transition.

Epidemiologic studies and randomized clinical trials show that type 2 diabetes is largely preventable through diet and lifestyle modifications..

Felicia Wade, MD

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Multicultural segment

6 factors Obesity makes an ideal case study for examining how the

preventative health benefit can be utilized to engage the multicultural consumer.

A review of obesity studies identified six key culturally-sensitive/culturally-competent programs factors which increase the effective intervention and successful adoption of obesity treatment programs among multicultural populations:

1. Distinct Cultural Body & Weight Perceptions 2. Traditional Foods Tied to Cultural Heritage & Identity 3. Socioeconomic Barriers/Issues 4. Language Issues

5. Health Literacy- 6. Physical Activity

Felicia Wade, MD

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Distinct Cultural Body &

Weight Perceptions Much research has pointed at a significant disparity in perception

and awareness of weight and obesity among Hispanics and African Americans.

Among Asian and non-Hispanic white, the ideal body image is much more lean, but it is not as ideal among African-American and Latino cultures.2 In fact, weight and obesity misperception are significantly higher among African Americans women -3 to 5 times at greater odds than their Caucasian counterparts.

Obesity tolerance is largely processed through cultural glasses. A recent study by the University of Alabama found that socioeconomic status, education, fruit and vegetable intake, and physical exercise explains only 10 percent of the differences in obesity between non-Hispanic white women and African American women.

Genetics and culture may play a much larger role in obesity than previously believed.

Felicia Wade, MD

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Traditional Foods Tied to

Cultural Heritage & Identity It is extremely hard to shift any family to a low-fat diet. It is certainly even harder for families that have close bonds

to cultural roots which are manifested in traditional foods, specialty cuisines, and celebratory rituals.

After migration, culture is kept alive through cooking habits passed down through generations. Diets or weight programs like Jenny Craig, Nutri System, or the Mediterranean Diet might prove challenging to maintain for those with strong cultural food traditions, such as tortillas, fried chicken, or fried plantains.

Diet programs that acknowledge and embody cultural palates and norms are much more practical for traditional multicultural families faced with changing dietary behaviors.

CONFIDENTIAL

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Socioeconomic Barriers/Issues

Hispanic and African American families often face more pressing issues relating to daily survival such as employment, safety, limited finances, immigration status, language barriers, and education, which take priority over the issues of overweight and obesity.

Tighter budgets in unsafe urban neighborhoods lead to unhealthy food alternatives and physical inactivity.

Felicia Wade, MD

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Obesity and socioeconomic

status Among non-Hispanic African American and

Mexican-American men, those with higher incomes are more likely to have obesity than those with low income.

Higher income women are less likely to have obesity than low-income women.

There is no significant relationship between obesity and education among men. Among women, however, there is a trend—those with college degrees are less likely to have obesity compared with less educated women.

Language Issues -

Researchers found that language barriers blocked full engagement into the obesity treatment programs

It limited understanding of medical issues, nutrition aspects, and cooperation in the activities.

Materials and programs must be presented in-language to deliver results and build cooperative relationship.

Felicia Wade, MD

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Health Literacy

Although they understand how being overweight has an extensive impact on other health problems

Many of the multicultural participants in studies may need additional health knowledge to be able to understand

BMI screening tools,

Overweight versus obesity

Food and nutrition knowledge

Felicia Wade, MD

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Physical Activity Several studies note that currently the most practiced obesity

models revolves around diet, BMI and Weight Maintenance.

Physical activity is so important to success that medical community needs to design long-term programs and methods to keep patients engaged in physical activity.

Exercise programs and methods, however, must factor in cultural nuances, because what seems natural in the American culture may not be traditionally accepted in other cultures.

For example, a recent Latina immigrant wanting to go for an evening walk is very likely to encounter lower acceptance and support from her Latino husband, impacting her motivation and perseverance.

Such distinct cultural nuances should be considered in any dietary or physical program development.

Felicia Wade, MD

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Meeting where the person is for

brand connection /engagement

and outcomes

A successful, targeted, preventative health care engagement model can then be replicated across other conditions, such as Diabetes and Cardiovascular disease, resulting in on-going connections to your health care image and brands, building loyalty and improving health outcomes.

Proactive outreach efforts will also provide the additional benefit of beginning to close the historical disparities that have long existed among multicultural segments in health care access, education, behavior and treatment.

Felicia Wade, MD

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Genuine awareness and

Development of a Trusted

Partnership The benefits for engagement of these segments through obesity detection ,

management and reduction can go beyond strong brand connection to positive clinical outcome.

Insurers, hospitals and medical professionals who wish to capture some of ACA's newly insured may want to develop a culturally competent engagement program for obesity as a means of establishing their brand and image within the newly insured multicultural segments.

Utilizing programs with a relevant in-culture/in-language approach will help: o Effective intervention, treatment, patient & family care and support o Educate newly insured on a proactive health lifestyle and the new healthcare system o Establish a genuine awareness and connection with your brand o Build trusted partnerships in health care o Result in strong brand ambassadors with family and friends, in these highly social and connected communities

Felicia Wade, MD

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Information Across

Multicultural Segments

Breast Cancer

After menopause, women with obesity

have a higher risk of developing breast

cancer

Felicia Wade, MD

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Cardiovascular disease (CVD)

In middle and older age women, heavier

weight is associated with an increased risk

of cardiovascular disease (CVD) and CVD

risk factors

Felicia Wade, MD

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Direct Association

There is a direct association between

body weight and deaths from all causes

in women between 30 and 55 years of

age.

Felicia Wade, MD

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Osteoarthritis

Women with obesity are four times more

likely to develop osteoarthritis as non-

obese women

Felicia Wade, MD

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Fertility

Obesity affects ovulation (fertility or ability

to conceive), response to fertility

treatment, pregnancy rates and

pregnancy outcomes.

Felicia Wade, MD

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Stress

Recurring emotional stress may trigger a stronger biochemical response in overweight people, possibly increasing their risk of chronic illnesses such as heart disease and type 2 diabetes a new study suggests.

Researchers found that overweight people repeatedly placed in a stressful situation exhibited increasing amounts of interleukin-6, a protein that promotes inflammation in the body, in their saliva. Normal weight people did not exhibit this escalation in interleukin-6 levels when exposed to repeated stress.

The inflammation caused by interleukin-6 has been associated with a number of conditions for which obesity itself creates an increased risk, including hardening of the arteries, type 2 diabetes, cancer and fatty liver disease

Felicia Wade, MD

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Bibliography

Journal of American Medicine (JAMA

CDC National Center for Health Statistics

(NCHS)

American Society of Actuaries

Brain, Behavior and Immunity Journal

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Thank You and Questions

Felicia Wade, MD

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