Abstract A18: Minority and underserved communities' perceptions of cancer care and Moffitt Cancer Center
Authors: Antonia Teresita Munoz , Ung Danielle , Montiel-Ishino Alejandro F. , Nelson Allison , Canales Jorge , Quinn Gwendolyn 
Published: May 2015

Background: Recruitment and participation among minorities, more specifically, African American/Black and Hispanic/Latino (AA-HL) populations in clinical trials have been challenging for clinical researchers and institutions. Multiple studies have documented financial, structural, and personal barriers; however, few studies have reported on minority perceptions of seeking cancer care at an institution that offers clinical trials. Moffitt Cancer Center (MCC) sought to examine the perceptions of AA-HL communities, specifically, knowledge of MCC, clinical trials, and to identify their informational needs as they made decisions about cancer care.

Aims: The aims of this project were to explore AA-HL populations' perceptions of MCC and their preferred channels of communication about cancer care marketing and promotions as well as to develop a list of recommendations that would aid in improving knowledge and awareness of these populations as they made decisions about seeking cancer care.

Method: Five focus groups (n=45) consisting of two AA and three HL (1 in English and 2 in Spanish) were conducted in four counties of the MCC catchment area in Tampa, FL. Inclusions criteria: &gt;18 years; never received care for self or family member at MCC; and had a personal or family history of cancer. During each 90 minute focus group, led by a trained moderator, participants were asked a series of questions on their perceptions, knowledge, attitudes and beliefs about cancer care and MCC. Focus groups were audio-taped and verbatim transcripts were translated and coded. Agreement of codes and inter-rater reliability were maintained throughout. Transcripts were analyzed using a priori codes and once reviewed by way of content analysis, codes were collapsed.

Results: Similarities in responses were found among AA-HL participants. Participants indicated they received their general health and cancer information from TV commercials, billboards, the internet, and word of mouth and that they were informative and necessary for cancer prevention. Participants wished to hear testimonials from cancer survivors and their family members to aim them in decision making. Specifically, AA participants preferred to hear from race concordant survivors. Questions about cancer care included concerns about costs, insurance coverage, research and the actual geographic location of MCC. In general, HL participants were not opposed to participating in cancer clinical trials/research, whereas, AA were more hesitant. Regarding MCC, some participants had heard good reviews through word of mouth but did not know basic information (i.e., who, where, and how they could receive care). Others had no knowledge of MCC. Participants highly favored a cancer center that conducted several types of cancer research and care similar to MCC.

Conclusion and Implications: The perceptions and preferences of minorities and underserved populations regarding cancer care must be explored before strategies are investigated and implemented to increase clinical trial participation. Clinical trial recruitment will be more efficient and successful if their preferences are considered. This study explored the unique perspectives of AA-HL populations regarding cancer care and MCC as well as identified strategies for increasing their awareness of MCC. Data suggest that targeted advertising and promotions that provide the information potential consumers need will be more effective in motivating this population to seek care at MCC; compared to promotions that are expert driven and promote accomplishments or statistics that are less likely related to how consumers make health care decisions.

Citation Format: Teresita Munoz Antonia, Danielle Ung, Alejandro F. Montiel-Ishino, Allison Nelson, Jorge Canales, Gwendolyn Quinn. Minority and underserved communities' perceptions of cancer care and Moffitt Cancer Center. [abstract]. In: Proceedings of the Sixth AACR Conference: The Science of Cancer Health Disparities; Dec 6–9, 2013; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2014;23(11 Suppl):Abstract nr A18. doi:10.1158/1538-7755.DISP13-A18