Identifying ‘unknown diabetics’ using geodemographics and social marketing
Identifying ‘unknown diabetics’ using geodemographics and social marketing
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利用地理人口统计学和社会营销识别“未知的糖尿病患者”
DOI：
10.1057/palgrave.dddmp.4340504
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发表时间：
2005
期刊：
影响因子：
--
通讯作者：
A. Evans
中科院分区：
文献类型：
--
作者：
M. Farr;A. Evans
摘要本文报道了一项试点研究，使用地理人口细分和社会营销，以确定人们在疾病的风险II型糖尿病的初级保健信托（PCT）。所有GB家庭的地理人口细分数据与英国NHS医院事件统计数据（2001-2002年）重叠，以预测II型糖尿病风险的人群。然后在斯劳内对“高危”人群进行了分析，并发起了一场有针对性的社会营销活动，以鼓励那些可能有患病风险但不知道自己症状的人接受筛查。营销活动的重点是风险最大的主要社区，即PCT斯劳内的南亚人。迄今为止，卫生专业人员和政府的努力在很大程度上是对管理人口疾病负担的反应。慢性病管理
倾向于只对病情最严重的病人进行病例管理。辩论现在转向积极主动的立场：对高危人群（尚未患病和患病但未接受治疗的人群）采取早期“上游”干预措施，以减少长期疾病并发症并改善健康。这项试点研究表明，地理人口数据可以成功地与常规NHS数据重叠，以识别有II型糖尿病风险的人。再加上社会营销技术，一个具有成本效益和成功的第二型糖尿病筛查方案是可以实现的。在疾病的早期阶段，转诊率大幅增加，社区内对病情的理解得到提高，当地亚裔社区与PCT之间的联系得到加强。将NHS资源用于有针对性的干预措施可能对改善糖尿病患者的生活质量产生深远的影响。这一模式在其他社区和不同的医疗条件下具有相当大的推广潜力。
AbstractThis paper reports on a pilot study of the use of geodemographic segmentation and social marketing to identify people at risk of the disease Type II diabetes within a primary care trust (PCT). Geodemographic segmentation data for all GB households were overlaid with UK NHS hospital episode statistics (2001–2002) to predict population groups at risk of Type II diabetes. ‘At-risk’ populations were then profiled within Slough and a targeted social marketing campaign was instigated to encourage those likely to be at risk of the disease but unaware of their symptoms to be screened. The marketing campaign focused on the predominant community most at risk, those South Asians within the Slough, PCT. Health professional and government attempts to date have been largely reactive to managing population disease burden. Chronic disease management has
tended to concentrate on case management of only the very sickest patients. The debate is now shifting to a proactive stance: on earlier ‘upstream’ interventions with at-risk populations (those who are not yet sick and those who are sick but receive no treatment) to reduce long-term disease complications and improve health. This pilot study showed geodemographic data can be successfully overlaid with routine NHS data to identify people at risk of Type II diabetes. Coupled with social marketing techniques, a cost-effective and successful screening programme for Type II diabetes is achievable. Referral rates increased critically among those in the early stages of the disease, understanding of the condition was raised within the community and links between the local Asian community and the PCT were strengthened. Such frontloading of NHS resources into targeted interventions has potentially far-reaching repercussions for improving the quality of life of diabetes sufferers. The model has considerable potential for replication among other communities and for different medical conditions.