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Biomedical subjects

J Burklow

Publications and source records attributed to J Burklow.

13 recordsLinked to original sources
PubMed1994

Health communications to older Americans as a special population. The National Cancer Institute's consumer-based approach.

BACKGROUND: Focus groups conducted by the National Cancer Institute in 1990 revealed that a multitude of fears, anxieties, and negative perceptions underlie the attitudes and behaviors of older Americans with respect to cancer. This central finding suggested that a communications approach aimed at encouraging cancer screening and early detection behavior among older Americans would need to consider the pervasiveness of these fears and not focus on health benefits alone. METHODS: To explore consumer reactions to a new fear acknowledgment/self-empowerment communications strategy, three alternative positioning ads (or concepts) reflecting the strategy were prepared and evaluated through 29 in-depth interviews with members of the target audience. RESULTS: Results confirmed the underlying fear of cancer found in earlier focus groups, a step which was critical for assessing the general strategic approach embodied in the ads. The idea that older people operate from a base of widespread fear and need to be empowered to take charge of their health resonates with and makes sense to the intended audience. A single ad concept was developed from the original three that reflects the feedback of the interviewees. CONCLUSIONS: Using the approach of fear acknowledgment/self-empowerment with older Americans is likely to affect the target audience positively. As a whole, respondents in the study considered the ads that embodied this strategy to be empathetic, helpful, and easy to relate to.

Adult↗
PubMed1993

Older callers to the Cancer Information Service.

Cancer incidence and mortality are disproportionately high in older adults, yet most public service campaigns have not been directed explicitly at this population. We analyzed Cancer Information Service (CIS) call data from the years 1983-1990 to characterize callers age 60 years and over. Of 1,091,809 calls from which the age of the caller was ascertained, 206,104 (19%) were from this age group. Most older callers learned of the CIS from the telephone book, television, and brochures or pamphlets. In addition, we examined calls specifically from 1990 to ascertain recent trends in CIS utilization. Comparisons also were made between callers 60 and older and those 40-59. Additional targeting could increase calls from older adults.

Adult↗
PubMed1991

Cancer control and the older person. Psychosocial issues.

Three major areas related to psychosocial issues pertinent to the provision of cancer control services to older people have been delineated. These are values and medical decision making, psychosocial barriers to screening and access to care and services, and quality of life, including rehabilitation. These areas are explored, salient issues are defined, and specific questions and areas for consideration in future research are identified at the macro and micro levels.

Age Factors↗