Abstract A014: Connecting with Black patients through targeted, breast cancer messaging in the clinic setting
Authors: Hopewell Nikki , Kazar Brady , Strong Michelle , Smith Krissa 
Published: December 2023

Background: While overall breast cancer incidence among Black women is lower than among white women, Black women are, on average, about 40 percent more likely to die of the disease as compared to white women. And the incidence rates are higher among Black women under age 40 (where incidence is the number of new cases that develop in a specific time period). Black women experience higher rates of death from breast cancer due to a combination of factors, including barriers to early diagnosis, the aggressive nature of certain breast cancers that are more prevalent in Black women (Triple Negative Breast Cancer and Inflammatory Breast Cancer, for example), and a lack of quality care. One of the key findings from Komen’s report ‘Closing the Gap: A Roadmap to Save the Lives of Black Women in America’ (2021) indicated a need for better education and resources for patients to support health decisions. Specifically, qualitative data from focus groups across 10 cities with significant disparities in breast cancer outcomes showed information was needed about breast cancer screening guidelines and family health history in the community to identify high-risk families. Hypothesis: To determine if targeted, patient-faced educational messages in point-of-care settings would connect with Black patients and educate them on breast cancer resources provided by Susan G. Komen. Our efforts focused particularly in cities with the greatest breast cancer disparities (Atlanta, GA; Chicago, IL; Dallas, TX; Houston, TX; Los Angeles, CA; Memphis, TN; Philadelphia, PA; St. Louis, MO; Tidewater, VA; Washington, DC) .  Methods: In 11 focus cities, select educational messaging over a six-month period appeared through static digital content in patient exam rooms featuring Black imagery and patient-empowering breast cancer resources content. The 20-second reels appeared every 15-20 minutes in 471 primary care and OB/GYN offices/2,336 exam rooms. Patients in these offices responded (n=315) through an online survey to share demographic information including gender and ethnicity and to identify how aware they were of Black women’s risk of breast cancer mortality, that resource programs exist to support breast health including those offered by Susan G. Komen and that Komen has a program aimed at addressing this disparity within the Black community. Results: By sharing educational messaging directly to patients in the clinic, significant awareness was achieved. Those who responded to the survey included 38% Black women. The targeted messaging campaign reached the intended audience and connected Black patients with additional resources to take action on their breast health. In particular, increased awareness of specific interventions was achieved. In future efforts to empower Black women and improve outcomes, direct, culturally tailored education presented in the clinic setting may be a useful tool and lead to better utilization of key resource programs and overall improved health education.

Citation Format: Nikki Hopewell, Brady Kazar, Michelle Strong, Krissa Smith. Connecting with Black patients through targeted, breast cancer messaging in the clinic setting [abstract]. In: Proceedings of the 16th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2023 Sep 29-Oct 2;Orlando, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2023;32(12 Suppl):Abstract nr A014.