Abstract A16: Impact of targeted communications within a National Cancer Institute Center to Reduce Cancer Health Disparities Geographical Management of Cancer Health Disparities Program Regional Network
Authors: Houston Julia F. , Jaggi Neha , Hebert James R. , Gallagher Ashleigh D. , Cromo Mark , Kheibari Athena 
Published: May 2016

Purpose: The purpose of the Geographical Management of Cancer Health Disparities Program (GMaP) regional networks is to establish a multi-institutional framework to support and expand research and training of cancer health disparities researchers and trainees to reduce cancer-related health disparities. This study examined the efficacy of communication strategies within GMaP Regions 1 and 2 (R1R2) to improve uptake of communication and dissemination of jobs, training, fellowship, and collaboration opportunities over a two year period.

Background: An unequal burden of cancer among population groups exists in the United States. The National Cancer Institute (NCI) defines cancer health disparities as “adverse differences in cancer incidence, prevalence, morbidity, mortality, survivorship, and burden of cancer or related health conditions that exist among specific population groups in the United States.” Collaborative efforts across institutions within geographic regions have been limited despite previous efforts. Therefore, NCI's Center to Reduce Cancer Health Disparities (CRCHD) created GMaP, which consists of five hubs throughout the U.S. to increase collaborative efforts to reduce cancer health disparities intra- and inter-regionally. GMaP R1R2 includes 11 Eastern states and the District of Columbia. Members of GMaP R1R2 identified the need for an improved infrastructure to streamline program communications and facilitate collaborative efforts across a large membership group within R1R2.

Methods: A communications strategy was developed to improve efficiency and measure uptake. GMaP R1R2 launched an online platform including a Google® website that integrated social media, Google® applications, infographics and additional media channels for broader dissemination efforts. Google+ Circle®, Twitter®, and Facebook® accounts were created for R1R2. MailChimp® was selected for newsletter distribution replacing ineffective email communications to investigators of all career levels.

Results: Built-in analytics for each platform reflected uptake, which informed Program and Regional coordinator efforts. The GMaP R1R2 Google+ Circle® recruited 129 members and its Google® website averaged 1807 page views. MailChimp® includes an average of 920 subscribers. These members are grouped into 3 different listservs including GMaP R1/R2 Overall Group Email, Trainee's E-Blast, and Minority Serving Institutions (MSI) E-Blast. GMaP R1/R2 Group has an average open rate of 24.16%. The Trainee's E-blast group has an average open rate of 36.49%. The majority of these recipients viewed job and training opportunities, CRCHD Funding for Research and Training, and Funding Opportunities posted on the GMaP R1R2 website. The MSI list was created to recruit CURE trainees from minority serving institutes and had an average open rate of 20.87%. The MSI E-Blast revealed that information about CURE, Job/Training opportunities, CRCHD Funding for Research and Training, and Funding opportunities links were the most viewed (“clicks”) of the MailChimp® newsletter.

Conclusion: Improved communication and dissemination efforts were realized through the use of electronic media tools to address cancer-related health disparities by GMaP R1R2. Regional Coordinators cite that analytics reports provide valuable information for future communications and online development efforts. Additional research is needed to poll GMaP R1R2 listserv members to learn about the usefulness of this communications platform, the preferred method of social media communication among GMaP R1R2 network members and how to increase their contribution to the current platform for broader dissemination.

Citation Format: Julia F. Houston, Neha Jaggi, James R. Hebert, Ashleigh D. Gallagher, Mark Cromo, Athena Kheibari. Impact of targeted communications within a National Cancer Institute Center to Reduce Cancer Health Disparities Geographical Management of Cancer Health Disparities Program Regional Network. [abstract]. In: Proceedings of the Eighth AACR Conference on The Science of Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; Nov 13-16, 2015; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2016;25(3 Suppl):Abstract nr A16.