By Michael CasoOpportunities for Targeting – Disease States and Geography
This is the second of a 3-part series that is geared to provide supportive data that identifies the need, demonstrates targeting opportunities, and provides specific strategies and tactics designed to positively impact complementary health disparity reduction and business goals. Disease States Disparities in healthcare are evident in the diagnosis and treatment of specific health conditions, in the utilization of preventive services, and in health outcomes. These disparities may be caused by unique reactions to medicines, cultural or social factors. In fact, the majority of published research indicates that minorities are less likely than whites to receive needed services. In Un-equal Treatment: Confronting Racial and Ethnic Disparities in Healthcare, the Institute of Medicine (IOM), reports: African-Americans and Hispanics tend to receive a lower quality of healthcare across a range of disease areas; disparities are found across a range of clinical settings; and disparities in care are associated with higher mortality among minorities. Any institution that impacts public health — academia, medicine and social services, etc. — has a role to play in reducing disparities in healthcare; pharmaceutical companies are no exception. It would be challenging to find a pharmaceutical company without a product in at least one of the core six disease states identified by HHS, Office of Minority Health, in which racial and ethnic minorities experience serious disparities in health access and outcomes, as well as other diseases which differentially impact minority populations:
Mental health Disparities
Hepatitis Disparities
Syphilis Disparities
Tuberculosis (TB) Disparities
Lupus Disparities
Asthma Disparities
Stroke Disparities
While providing a tremendous service by addressing critical unmet medical needs, pharmaceutical companies will expand business opportunities by reaching minority populations. Analyzing and communicating data about these markets can improve pharmaceutical company efforts in improving outcomes and delivering assistance to the healthcare system through improved population management. The improved outcomes and population health management assistance will increase product demand, enhance relationships with growing physician and patient populations, and lead to networking opportunities within governmental health agencies, ethnic medical associations and community-based organizations. Geography While a focus on specific disease states is critical, so too is the ability to impact specific population bases. In this manner, it is more likely that limited resources can have a significant and measurable impact that can then be duplicated in other areas of need. Historically, significant minority population bases exist in major metropolitan areas. Wikipedia, as well as government census reports provide listings of cities for African-American, Hispanic and Asian populations and these tables can be used for creating an initiative for a single population. However, if your goal is to have a comprehensive initiative across all three of these minority groups, a comparative analysis of metropolitan areas would be required. A suggested list of targeted cities for initiatives impacting African-American, Hispanic and Asian populations would include the following:
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