Social marketing strategies for an alcohol treatment center grant proposal in low-income areas

Treatment of Alcoholics in Low-Income Areas - Meeting the Needs of Population Groups through Social Marketing

Grant Proposal

Strategies of Marketing to the Community

Demographical Data in the Area of the Proposed Community

Alcohol Treatment Center

Intervention

The Outlook Relating to Future Funding Provisions

Treatment Program Community Marketing Process

Medicaid EPSDT and AOD Treatment Services

Policy Brief

Screening Process: A Behavioral Healthcare Issue

Treatment of Alcoholics in Low-income Areas - Meeting the Needs of Population Groups through Social Marketing

From the perspective of a "Nurse at the Master level" this work will focus on obtaining a grant for a treatment facility for alcoholics in a low-income area.

Proposal: Use of Social Marketing Concepts in the Influencing of a Population Group's Health. This work will serve to provide an opportunity for the nurse to demonstrate application of a selected health promotion/disease strategy. A marketing plan will be developed for presentation to a board from which the nurse seeks approval for support resources for implementation of the program through a grant proposal. Included will be a description of the population group; the desired intervention and strategy and rationale. The goal of this grant proposal is to obtain a treatment facility for alcoholics in low-income areas.

Introduction

Low-income neighborhoods are subject to experiential difficulties associated with alcohol use and abuse by members of the community. Studies have found that marketing targets these neighborhoods, specifically those comprised of minority individuals with ads, supply, and other marketing schemes which further propel the already existing problem. In the pursuit to treat alcoholics in low-income neighborhoods a marketing plan is critical in reaching those needing such treatment less funding prove to be ineffective and denied in future funding.

I. Strategies of Marketing to the Community

The strategic notification of eligible and needy participants is just as important as the provision itself because without a specified strategy for delivery the effort will have been one that is wasted. Strategies include but are not limited to distribution of flyers, community meetings and committee visitation at individual homes of those who are referred by other community members. In the work entitled "Assessing Needs, Access, and Barriers to Alcoholism Treatment in the Rural Community of Grant County, Oregon" information related to a community alcoholism treatment project conducted in the year 2004 is related.

Stated within the report is the fact: "Alcoholism and its negative social, economic, and medical consequences increasingly pose major problems in the American society and important challenges in doctor offices, especially in rural settings where there are few available resources. It is the objective of this study to attempt to assess the needs for, the access to, and the barriers against alcoholism treatment in Grant County, Oregon.." In the report of the design of the study stated is: " the design of the study includes multiple facets of researching work on available literature and published reports, reviewing medical records in medical facilities, meeting with personnel involved in alcoholism treatment programs, and attending Alcoholics Anonymous meeting, all of which focus on the population of Grant County, Oregon.

II. Demographical Data in the Area of the Proposed Community

Alcohol Treatment Center

Published data regarding the rate of alcohol misuse and abuse in Grant County which would be reveal a lower rate of alcoholism in Grant County as compared to that of the entire state of Oregon (6.7% vs. 7.8%). However, the needs for alcoholism treatment in Grant County are still considered greater that those of the rest of Oregon with finding of greater magnitude of negative consequences of alcoholism in Grant County, i.e., alcohol-induced death, alcohol-related traffic fatalities, adult alcohol-related arrests, and drunken driving arrests. It was so found that 207 people in Grant County sought treatments in four of major resources for alcoholism help in Grant County (Blue Mountain Hospital, Strawberry Wilderness Family Clinic, Grant County Center for Human Development, and Alcoholics Anonymous program) in the period of about one year through medical records. The rate of utilization of medical help of 207 makes up only 43.5% of the 476 in needs for alcoholism treatment, suggesting multiple barriers that are difficult to identify.

Among these barriers are finance with Grant County being one of the poorest county in Oregon with high unemployment rate (16.9%) and low educational level (15.5% without high school diplomas), low affordability of alcoholism treatments (high rate of uninsured population of 16.47%), social stigma, and other factors unique to each alcoholism treatment options in Grant County." This reiterates the importance of individual and case-by-case as well as area-by-area assessment of needs related to strategic delivery of assistance and intervention for the treatment of alcoholism within the community.

IV. Rationale

The Rationale for the needs in the community being studied is clearly fact-based needs that are very easily seen when taking into consideration the demographical statistics in the area. An alcoholism treatment center is desperately needed in this area which is predominantly black in Ward 1 & 2. The studies of Lincoln (1977) clearly states that the African-American male tends to drink more heavily when under or unemployed which is clearly a problem in this area due to many factors. It is important to note the statement within the work entitled: "Healthy Cities: a model for community improvement." Journal of Public Management" (Clark, 1998)

V. The Outlook Relating to Future Funding Provisions

Prospect for future funding does not look optimistic as Rock Island County's funding was cut in half for the year 2006. Statistics show that alcoholism is lower than the national average for the State of Illinois and Rock Island County, however alcoholism needing treatment is nearly twice the stated 9.3% for the national average with Rock Island County having 17,.5% of its' cases being of the nature that requires treatment. The problems is further clarified when consideration is given to the fact that only 10.3% of those in Rock Island County needing treatment have insurance that covers alcoholism treatment. Another factor that is important to note is that the amount of violent crimes committed during the course of consuming alcohol (on the basis of rates per 100,000 in population) is much higher in the State of Illinois than the National average of 428.9 with Illinois being 672.5, Rock Island County records 469.9 and Ward 1 & 2 record 524.4 (Illinois Quick Facts from U.S. Census Bureau) It is clear after having reviewed this information that this area is quite needy in provision of alcoholism treatment and intervention.

VI. Treatment Program Community Marketing Process

In the initiative of reaching the community both through media and public relations as tools to raise awareness the organization will be enabled to alert members of the community about the services available. Promotions, marketing, public relations and media advocacy are all critical specifically as these are all integrated with the business sector and as well adapted by nonprofit organizations. In the attempt to market or advertise to the community the available services all venues of the media should be sought and the mass media in the form of newspaper and magazines and other printed material as well as media through television and radio broadcast communications and finally through the Internet's provision of electronic media. Communication with the media should take the following facts into consideration while applying their efforts in this area:

1. Goals should be determined, identifying the target audience or the members of the community in this case so that communications can be structured specifically for their comprehension.

2. Technology should be utilized in communication with all involved.

3. Creation of a press kit for the purpose of promoting the treatment center is suggested inclusive of press releases, fact sheets, news articles and news letters, along with organization background information and treatment goals.

4. Compiling a media list will be important specifically in identifying reporters who cover and sympathize with the issues at hand, and in this case promotion of the alcoholism treatment program.

5. Key is developing relationships with journalists on the local level and this can be done through providing them with reliable and accurate information.

Other suggestions are giving consideration to partnering with other organizations and businesses; make use of press releases, as well as simple courtesies in the form of thank you notes and recognition to key individuals who assist the effort.

VII. Medicaid EPSDT and AOD Treatment Services Policy Brief

It is stated in a Medicaid EPSDT and AOD Treatment Services Policy Brief entitled Resources for Recovery: State Practices that Expand Treatment Opportunities" Medicaid EPSDT and AOD Treatment Services" (O'Brien, et al., 2005) National Program Office, Technical Assistance Collaborative, Inc. Online located at: www.resourcesforrecovery.org:"states there are three critical areas that fifteen (15) states in the Resources for Recovery program have in common. Those three critical areas are: (1). Creation of shared goals "across state and federal systems through mutual understanding of applicable policy requirement and program practices; (2) Building and strengthening relationships within and among states and key stakeholders including governors, state department directors, state staff persons, and community providers; and (3) Assisting states with the development of a negotiated plan of action or "road map" that outlines steps for improving policies, financing and management practices."(O'Brien, et al., 2005)

Further five of these states are focusing toward enhancement of AOD treatment service provisions for adolescents and children including strategies of: "joint contracting and purchasing for services (Connecticut), utilizing the EPSDT benefit to enhance the types of services covered and increase access to services (Kentucky), exploring design and implementation of uniform assessments and services across payers to increase system capacity and leverage potential federal funding opportunities (Massachusetts) creation of a treatment assessment tool that could meet both juvenile justice and Medicaid needs (Nebraska) and building a seamless system of juvenile justice/substance abuse/mental health services for kids 0-21 (North Carolina)

VIII. Screening Process: A Behavioral Healthcare Issue

Early and periodic screening" for "diagnosis and treatment" is the procedure used in a "comprehensive health and developmental history" procedure of healthcare provision. Behavioral health-care screening is used as well and the study notes that according to Semansky, et al. (2003): "Previous research in relation to behavioral health screening policies in Medicaid programs concluded that many states have failed to address behavioral health issues in EPSDT screening tools." Case management services are vital in the community center treatment setting and inclusive of the elements of (1) Assessment of an eligible individual to determine service needs; (2) Specific care plan development; (3) Referral of the individual to other services for which they are eligible; and (4) Close monitoring and follow-up of those treated.

Community organizations and businesses partnering to screen those with behavioral healthcare issues such as alcoholism is a great step toward making a real difference. Healthy choice in cities is now that which defines the model of a community in California. Stated in the report of the study entitled "Healthy Cities: a model for community improvement" published in the November 1998 issue of Public Management is: "Local government managers and councils increasingly face pressures to address issues not traditionally assigned to localities. Citizens want education improved, child care made available, gangs eliminated, homelessness abated, drug and alcohol abuse reduced

1998)

This model within the California community, with the desire of the community members directed toward treatment, recovery, as well as elimination and reduction of alcohol abuse and other related problems in such areas is optimal for serving as the "poster" community in the marketing strategy for the treatment center being proposed.

Summary and Conclusion

It is the opinion of this researcher that through study of demographical data in the community area of the proposed alcoholic treatment center combined with the statistical findings related to alcohol use and addiction that a treatment facility in this area is a vital and critical element in community advocacy for those in the poverty bracket who have not had the benefit of education and other necessary provisions in development. Community partnering is important in this type of initiative therefore, after having researched the subject it is considered elemental in the planning process that contacts and relationships be immediately established with key organizations within the community as well as media representatives. It is believed as well after much research that community gatherings of a structured nature will allow those who will provision the alcohol treatment should make contact with community members who will either be involved in their own individual treatment of the treatment of friends and family members in order to begin the education of the community as a whole in the area of general treatment processes in order that support in the community for the framework and structure of treatment might create a solid base for the support and advocacy of the treatment program, its' employees, and the efforts that will be vested in this program.