Conference Abstracts - Summit on Cancer Health Disparities (SCHD25)
Vol. 5, Issue Supplement 1, 2025 · S1-1
An Introduction from your Neighborhood Cancer Center: Community Brochure Intervention and Social Media Campaign to Welcome Black and Hispanic Communities to the Academic Cancer Center
Heather Hurwitz, PhD,Kimberly Bell, MBA BSN ,Kayona Moore, BA,Jasmin Hundal, MD, DipABLM, MS, MPH,Alex Adjei, MD, PhD, FACP
Submission received: 2025-02-11 / Accepted: 2025-03-12 / Published: 2025-04-24
Abstract
Background
Our goal is to improve cancer care for racial/ethnic minority populations. For example, in Cleveland, Black/African American persons are the majority demographic group (48.8%), yet only 17% of the cancer center's patient population, 20% of non-interventional research study patients, and approximately 11% of patients enrolled in treatment trials identify in NIH's defined racial/ethnic minority groups (URM). Cleveland Clinic, like most large academic cancer centers, lacks a diverse patient population, but racial/ethnic minority participation in clinical trials as a proportion of patients seen at CCI is representative. However, these low percentages reflect the very high number of patients who are not receiving care at an institution located nearest to them that offers cutting-edge cancer treatments and a robust portfolio of clinical trials.
Methods
We conducted interviews that informed a brochure and media campaign about the cancer center's uniquely available services. We utilized convenience sampling and analyzed feedback qualitatively. Open-ended questions focused on how people prioritize financial aid, research, social services, and feedback on brochure design.
Results
In 2023, 27 individuals provided feedback, with a modal age of 60-70 years. Among them, 52% were Black, 44% white, and 4% undisclosed. Major hurdles to healthcare included financial, insurance, and transportation issues. Participants appreciated information on family support, emotional support, and financial navigation services. Motivators included real pictures of personnel, clear insurance and Medicaid eligibility, and the prominently displayed "Cancer Answer Line" phone number. In 2024, we produced and distributed the brochure to 112,000 households, conducted a 4-month social media campaign with 216,847 impressions and 1,786 clicks, provided brochures to 7 community organizations and health centers, and distributed materials to over 8,000 people at neighborhood festivals.
Conclusion
The intervention utilized community-based feedback to design welcoming information specifically for URM about cancer care and services to address barriers to care.