Culturally Targeted Health Information Network

生物技术通信公司正在提议建立一个“有文化针对性的健康信息网络”(“The Network”)，以扩大非裔美国人获得有关癌症的可靠信息的机会。该网络将由两部分组成：(1)覆盖100多万非裔美国成年人的辛迪加广播节目；(2)与广播节目相关的网站，可促进访问者使用可靠的在线癌症信息来源。第一阶段的研究将使用由非裔美国人男性和女性组成的焦点小组来探索他们对癌症的态度、信念和看法，以及使用互联网获取与癌症相关的信息。重点小组将确定在该网络范围内向这一人群有效介绍癌症信息的主题和战略。具体地说，焦点小组数据将用于制定一项网络战略，该战略(1)提高受众对癌症对非裔美国人人口的影响的认识；(2)提高受众对癌症风险、预防行为和常规癌症筛查好处的知识和理解；(3)促进和便利目标人群从可靠的在线来源获取和使用癌症信息。在重点小组讨论的基础上，将开发该网络的原型，以供第二阶段的进一步评估。拟议的商业应用：拟议的网络有可能通过商业广告商和赞助产生收入。潜在的赞助商和广告商包括销售非处方药的公司、企业保健提供者、制药公司和促进健康生活方式的产品(即运动服装、维生素补充剂、运动器材)。

BioTechnical Communications is proposing to develop a "Culturally Targeted Health Information Network" ("the Network") that expands African-Americans' access to credible information about cancer. The Network will consist of two components: (1) A syndicated radio program that reaches over 1 million African-American adults and (2) a radio program related web-site that can facilitate visitors' use of credible sources of cancer information online. Phase I studies will use focus groups comprised of African-American men and women to explore their attitudes, beliefs, and perceptions about cancer and the use of the Internet to obtain cancer-related information. The focus groups will identify themes and strategies that would be effective in presenting cancer information to this population within the context of the Network. Specifically, the focus group data will be used to develop a Network strategy that (1) creates audience awareness of cancer's impact on the African-American population; (2) improves the audience's knowledge and understanding of cancer risks, preventive behaviors, and the benefits of routine cancer screening and (3) promotes and facilitates the target population's access and use of cancer information from credible on-line sources. Based on focus group discussion, a prototype of the Network will be developed for further evaluation in Phase II. PROPOSED COMMERCIAL APPLICATIONS: The proposed Network has the potential to generate revenue through commercial advertisers and sponsorships. Potential sponsors and advertisers include companies that sell over-the-counter medications, corporate health care providers, pharmaceutical companies, and products that promote healthy lifestyles (i.e., athletic wear, vitamin supplements, exercise equipment).