Abstract
Introduction: A marketing/business model using non-traditional Quality of Life measures was developed to assess perinatal health status on a micro-geographic level. This perinatal health status needs assessment study for Georgia South Central Region was conducted for the years 1994–1999. The model may be applied to any geographic unit in the U.S. – from a block group level to a state or a region. Methodology: An Infant Health Risk Score was created for each county and census tract by calculating the Z-scores of various Medical, Lifestyle, and Access variables so as to construct a Quality of Life Index. The scores identified the areas in the region that were at high risk for certain medical, lifestyle, and access variables (i.e., high risk for preterm births, low education levels, and poor access to perinatal services). A marketing tool, Claritas PRIZM Clusters, was used to identify a specific cluster and associated marketing information for each census tract within the region. Results: The Infant Health Quality of Life Risk Scores were linked with the PRIZM cluster marketing data to target areas in the region that exhibit high risk medical, lifestyle, and access scores. Health promotion and disease prevention strategies were developed using a marketing/business model. Specifically, media usage and consumer behavior purchasing patterns were identified and processed for every high risk area in the region. The categories for media usage were television, radio, and magazines and the categories for consumer behavior included restaurants, food items, and shopping locations. Discussion: The Perinatal Region is developing strategies to implement the media usage and consumer behavior marketing information to focus their prevention efforts to the high risk areas in the region based on the Quality of Life Measurements. Linking marketing business tools with a Quality of Life health status needs assessment has significant potential for improving the planning, the evaluation, and the focus of prevention efforts.
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Alan Dever, G.E., Smith, L.T. & Stamps, B.V. Marketing and Quality of Life: A Model for Improving Perinatal Health Status. Soc Indic Res 71, 145–181 (2005). https://doi.org/10.1007/s11205-004-8017-z
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DOI: https://doi.org/10.1007/s11205-004-8017-z