g - CAI

"How to Get Men in the Door:
Benefits to the Whole Family"
Cicatelli Associates Inc. ~ December 13, 2011
Presented by:
by: Alfonso Carlon, Efrain Franco Jr., and
Oscar Raul Lopez
Disclosure
The following people have no relevant financial, professional or
personal relationships to disclose:
Faculty:
Alfonso Carlon
Efrain Franco, Jr.
Oscar Raul Lopez
CME/CNE Program Planner(s):
Robert Cohen, MD (CME Programs)
Marsha
M h Marecki,
M
ki EdD,
EdD WHNPWHNP-BC (CNE P
Programs))
Melanie Steilen, RN, BSN, ACRN (CNE Programs)
CME/CNE
/
Program
g
Reviewer(s):
( )
Robert Cohen, MD (CME Programs)
Marsha Marecki, EdD, WHNPWHNP-BC (CNE Programs)
There are no commercial supporters of this activity.
Session Objectives
„
„
#1. Participants will be able to understand
g
for using
g environment,, inin-reach,,
strategies
outreach (including social media) to
integrate
g
men in familyy planning
p
g
#2 Participants will be able to identify at
#2.
least three ways that men can be
integrated into clinical care
Alfonso Carlon
Efrain Franco, Jr.
Oscar Raul Lopez
Look at Clinic Environment
The challenge: how to make a family planning clinic that traditionally
served only females appealing to both men and women?
•Signage and Promotion
Promotion—
—includes men and
gives clinic a “male
male identify
identify”
•Staff marketing—
marketing—receptionists to clinicians
inform everyone
y
of services for males
•Visual Messaging - Display images that portray
men positively and that guys like (sports, etc)
•Literature - Stock male magazines; brochures &
information men find interesting
•Change the channel to something other than the
WE Network or Lifetime
-Hide the stirrups!
stirr ps!
In--Reach
In
What is InIn-Reach?
„
Conducting “Outreach” in the Clinic through
the patients,
patients staff
staff, and vendors
vendors.
„
Being
g “Marketers” of the male services you
y
offer.
„
Administrative staff (CEO
(CEO’ss, Executive
Directors, Managers, Accounting) must
provide support and guidance to this new
goall off seeing
i men.
What is InIn-Reach?
„
„
„
Other service providers (WIC, birth records,
DMV, etc.) in your building should refer new
male
l clients.
li
Any promotion,
promotion educational materials or
products (condom bags, safer sex kits)
going out the door should include info on
new services.
services
Bulletin boards or poster in your waiting
rooms and signage over urinals should
announce expanded services to men.
Women are the Gatekeepers to Men’s
Health
Number One Referral: Women
Promote Male Services to Women
„ Promote male services in bathroom
stalls, counseling rooms, make flyer
specifically for women:
“Attention
Attention Ladies: Medical Services
now available for Men”
“G t your man ttested…his
“Get
t d hi h
health
lth iis
your health”
When?
„
Before the visit
„
„
D i th
During
the visit
i it
„
„
Waiting room
room--Flyers, Posters, Brochures
Medical Assistants, Nurse Practitioners, Doctors
After the visit
„
Receptionist take home flyer/clinic cards to give to
Receptionist,
others
Where?
„
EVERYWHERE!!!
„ Waiting room
„ Counseling rooms
„ Exam rooms
„ Restrooms
„ Labs
L b
„ Hallways
In a Health Department setting: It is
ESSENTIAL that all other departments
k
know
about
b
your services
i
for
f men
and must refer men to your program.
Who?
„
„
„
Clients (Men and Women)
„ Empowering them to encourage other men to
come to the clinic
Staff
„ Must be “marketers” of the male clinic, at
every level of the organization
Vendors
„ Informing outside agencies that you offer
services to males
„
„
„
The END result is to have males receive
reproductive health care in a comfortable and
welcoming environment, to feel empowered to
take charge of health issues, and to become
acti e participants
active
pa ticipants in STI and pregnancy
p egnanc
prevention.
Changes to clinic friendliness and environment
must happen first before the Outreach…
Your Outreach Program may be GREAT…but if
your clinic policies, procedures and staff are not
“male--friendly”, guys will not return, they will
“male
spread the word, and you will have wasted your
time money and energy.
time,
energy
Before we “Hit the Streets…”
„
„
Know your Environment
“Where are the men?”
F
Focus
groups will
ill help!
h l !
L
Learn
from
f
others
h by
b
attending statewide and
annuall meetings
i
off other
h
male providers. Some
id
ideas
may work,
k some may
not.
Getting Started
„
„
„
„
„
„
Flyers
y
Condom Lollipops
Condom Packets
Name, Phone #,
website,, map
p
Business Cards
Koozies
Basic Outreach
„
„
„
Health Fairs
Recreational Centers
Gyms
Outreach Events – Think Outside the Box
Parade Float
„ Largest night parade in
the country
Beach Outreach
ƒSpring Break
ƒSea Sculptures
ƒSplash Day
College Outreach
„
Colleges are a “Gold Mine”
„
„
„
„
Fraternities
Pre--Spring Break Events
Pre
Dorms
Clubs
Club Outreach
„
Night Clubs
Bars
“Condom Man” &
“Condom Girl”
Concert Venues
„
„
Endorsements by Bands
Value of Persistence
Outreach Event: “Condom Couture”
See the “Condom Fashion Show” at
www.youtube.com/watch?v=qVBqy1lwRpM
t b
/ t h?
VB 1l R M
2009 Show
Sh
2010 Show
www.youtube.com/watch?v=0Aac5TZytOc
www.youtube.com/watch?v=DaK9aM2Jsu0&feature=related 2011 Show
Outreach VS. Media
„
„
„
Free Television Shows
F
Free
R
Radio
di
Free Internet Magazines/
Websites
„ “MySpace”
„ “Facebook”
Facebook
Outreach opens Doors…
„
„
„
„
Outreach at Beach = Concerts
Outreach at Health Fairs = Educational classes
to Incarcerated Inmates
Outreach at Clubs = Free Advertisement on
Radio Stations, Live Remotes
Outreach at College Campus = Educational
presentation to Entire Freshman Class as part of
freshman orientation.
Developing WebWeb-Based Interventions
The Paradigm Must Change
„Web
1.0 = Launch and
walk away
„Web
2.0 = Engagement!
Web 2.0 is a living term
describing changing trends…
It does not refer to an
update of any technical
specifications, but to changes
in the ways (people) use the
Web.
IN LOVING
MEMORY
WEB 1.0
(1989 – 2005)
Understand the Landscape
Understand the Conversation
The Online Sharing Habits of Men vs Women.
Proust.com Nov 9 2011
Understand the Conversation
The Online Sharing Habits of Men vs Women.
Proust.com Nov 9 2011
Understand the Conversation
Men are slightly
M
li h l more intense
i
internet
i
users than
h women. Men
M
log on more often and spend more time online and use email
more than women to communicate.
Men are more avid consumers than women of online
information Men look for information on a wider variety of
information.
topics and issues and are more likely to use the internet as a
destination for recreation.
Still, data shows that men and women are more similar than
different in their online lives,, starting
g with their common
appreciation of the internet’s strongest suit: efficiency and the
value the internet for a second strength, as a gateway to
limitless vaults of information
information.
Pew Internet and American Life Project: How Women and Men Use the Internet - Dec 28, 2005
We Need to Engage
•
•
•
•
•
Because it is close to pervasive
Because it is powerful – relationship and
conversation based
Beca se it p
Because
puts
ts word
o d of mo
mouth
th on ste
steroids
oids
Because the price is right (though the time
investment is considerable)
Because there are manyy amazing,
g, passionate,
p
,
mobilized people! You have an army of
a ds
Davids.
Successful WebWeb-Based Education
and Disease Prevention Programs
ƒ
ƒ
ƒ
ƒ
ƒ
Have the support of President, staff and community.
Ensure that online presence comes from trained and
supported members of the target audience (whenever
possible).
possible)
Focus on specific behavioral goals, (such as delaying
initiation of intercourse), which require knowledge, attitude
and skills building (be realistic).
Train online line staff to ensure they have HIV 101, STI 101,
communication skills,
skills understand how dialogue and
behavior differs online and when and how to refer out.
Provide basic, accurate information that is relevant to
behavior change. Share facts not opinions.
Successful WebWeb-Based Education
and Disease Prevention Programs
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
ƒ
Make yourself and program available offline.
Offer modeling and practice in communication and
negotiation skills, as well as other related “life skills” in
general.
Address social influences on behavior,
behavior including the role
of media and peers.
Personalize information, explore attitudes and offer
opportunities to practice skills to achieve objectives.
objectives
Make evaluations (outcomes, quality assurance, design,
implementation, sustainability) from the standpoint of
program improvement and encouragement of successful
practices.
Train staff on oversight, management and accountability.
Provide practicum training/oversight for online staff and
management.
ƒ
http://www.sfcityclinic.org/drk/
p
y
g
http://www.youtube.com/watch?v=6HCQc2YnKMI
http://www.univision.com/content/content.jhtml?cid=1674626
http://www.youtube.com/watch?v=wWRowK6J3QI
http://www.covenanthousebc.org/blog
Banner Ads
Things to Consider
Despite many similarities between traditional
disease prevention and health promotion efforts
and those conducted onon-line, Internet based
interventions raise several unique ethical (and
possibly legal) challenges
challenges.
Results of Working with Men
The Results
Since implementation in March of 2004, the
MALE CENTRAL CLINIC has conducted 11,989
clinical visits for men. The following
g is a
breakdown of unduplicated male patients seen
each year:
„
Unduplicated Male Patients
1800
1600
1400
1200
1000
800
600
400
200
0
2004
2005 2006
2007 2008
2009 2010
Wh
d tto our W
?
Whatt h
happened
Women?
Since offering male services in our family planning
clinic,, we have seen our women increase byy 45%.
The following is a breakdown of unduplicated
female patients seen each year:
Unduplicated Female Patients
7000
6000
5000
4000
3000
2000
1000
0
2004 2005 2006 2007 2008 2009 2010
What are the Men saying??
Wh t didn’t
What
did ’t work
k for
f us
„
„
„
„
Couples clinic
Waiting room “group
group education
education”
Thinking a male medical assistant would
be better than a good female medical
assistant
All i resistant
Allowing
i t t staff
t ff to
t quietly
i tl
undermine positive male environment
How
o men
e can
ca be
e integrated
eg a ed into
o
clinical care?
How can men be integrated into
clinical care?
Access Considerations
„
„
„
Patient’s prior experience accessing the
medical system
y
Patient’s ability & willingness to describe
the issue or concern
Provider’s comfort & confidence in
discussing certain issues
How can men be integrated into
clinical care? ((Cont’d))
Access Considerations
„
„
„
Access issues: clinic hours, location,
transportation,
p
, eligibility,
g
y, cost,,
Health literacy: ability to read, interpret,
understand,
understand and ACT upon the information
Cultural proficiency: managing difference
related to race,
race ethnicity,
ethnicity age
age, gender
gender,
sexual orientation/identity,
Guidelines for Male Sexual and
Reproductive Health Services
(Region II Male Involvement Advisory Committee, 2009
Edition)
„
„
„
„
„
Screening
Health promotion & education
Clinical diagnosis
Treatment
T t
t
Referrals
Did you Know?
„
„
Vasectomy Services
Prostate, testicular, colocolorectal cancer
„
„
„
„
16.9%
16 9%
37.3%
„
Prostrate Cancer –1 in 6
men will receive a diagnosis,
27,350 died 2006
Testicular cancercancer-most
common form,
form ages 1515-35
Colo--rectal cancer
Colo
cancer--age 50;
A-A males screen beginning
age 45
„
Palpation of the prostrate
„
42.4%
„
HPV vaccine
„
61%
„
64.4%
64 4%
„
„
Oral cancer: more than 60%
of the cancers of the mouth
and pharynx are caused by
HPV
Testicular exam PSA
Where we go from here?
„
„
„
Advocate for male services: How did
we expect to reduce STDs and
unplanned pregnancy if we only provide
health care to 50% of the population?
Change cultural norm so that family
planning = women’s and men’s health.
health
Recognize that we as providers need to
change if we want to achieve better
outcomes for our patients.
Questions &
Answers
Contact Information:
Alfonso Carlon
Project Director
Cardea — Austin, TX
(512) 474474-2166
acarlon@cardeaservices.org
Efrain Franco, Jr.
Director Male Central Clinic
Family Planning of the Coastal Bend - Corpus Christi, TX
(361) 857857-0101
efranco@fpocb.org
Oscar Raul Lopez
CEO/Director of Capacity Building
Connected Health Solutions – New York City
y
(646) 246246-7396
olopez@connectedhealthsolutions.com
Thank you!
•
•
•
After this webinar, participants will receive an email with
the evaluation forms for general feedback and CEUs.
In order to receive a CME/CNE certificate or certificate of
participation, you must complete and submit the
evaluation forms within the timeline stated on the
instructions.
Archived webinar audio recording and PowerPoint slides
will be available in two weeks at:
„
www cicatelli org/titlex/webinars htm
www.cicatelli.org/titlex/webinars.htm