Two men examine spirometers at a American College of Chest Physicians Phoenix Lung Health Day activity.
Know Your Target Demographics
The ACCP team begins by thoroughly researching the demographics and other specifics about the markets in which the activity is to be held. In the case of the greater Phoenix metropolitan area, the combination of often poor air quality and a large number of people who are underserved in their healthcare made it a good choice. About two weeks prior to the event, ACCP contacted the local media to explain what they were doing and why, the number of people they expected to attract, and the local luminaries who planned to participate—in this case, local government officials, Arizona State Rep. Ruben Gallego, and City of Phoenix Councilman Daniel Valenzuela made appearances to support the community initiative.
Because a large portion of the demographic they were trying to reach was Hispanic, ACCP reached out to not just The Arizona Republic, Yahoo!, and local TV channel KTVK, but also to Univision, Telemundo-TV, La Voz, Prensa Hispana, and a local Spanish radio station. The clinicians at the event also made sure they could accommodate the Hispanic community by offering Spanish materials, screeners, and translators. They also reached out viabecause, Markowski says, “right now you have to send your message through all the media platforms, from e-newsletters, to fax, to print paper, and social media. You have to give everyone—whether they’re physicians, allied healthcare providers, patients, or patients’ family members—an easy way to connect and get education.”
The event was held at a downtown food market, and augmented when ACCP and OneBreath volunteers presented The CHEST Foundation’s “Lung Lessonssm” program to 120 kids at a local elementary school.