Using marketing principles as a framework to describe Native American women's views on Type 2 Diabetes

Abstract

The purpose of the current study was to identify perceptions of Type 2 DM among limited income NA women eligible to receive SNAP-Ed services. The results of this study will be used to inform the development of a culturally appropriate social marketing campaign targeting the participant population for the prevention of DM. The current research is a means of formative assessment to understand participant views using social marketing principles; namely the 4 Ps of product, price, promotion, and place. Participants included 21 women who met inclusion criteria and were willing to partake in the telephone interview that was audio recorded and transcribed verbatim for analysis. Researchers performed line by line content analysis to identify common themes. Product: Outdoor activities including outdoor play and outdoor recreational activities were the most frequently preferred physical activities for the prevention of DM. Proactive prevention strategies and management of weight, diet and exercise for the prevention of DM, and the genetic component of DM were all relevant themes. Price: Participants would increase personal knowledge, teach family members about DM, what it can do and various proactive strategies for the prevention of DM were identified as things participants would be willing to do. Promotion: Overall, information by mail or written information that could be used as a reference later is preferred for health information or DM prevention strategies. Place: Participants wanted to receive health information from healthcare professionals or everyday people that are knowledgeable about DM or some one who has first hand knowledge of DM. Discussions and word of mouth channels were identified as most wanted. Findings will be used for tailored nutrition messages targeted to indigenous views of the target population.