Kreuter Matthew W, Hovmand Peter, Pfeiffer Debbie J, Fairchild Maggie, Rath Suchitra, Golla Balaji, Casey Chris
Matthew W. Kreuter, Debbie J. Pfeiffer, Maggie Fairchild, Suchitra Rath, Balaji Golla, and Chris Casey are with the Health Communication Research Laboratory, Washington University in St. Louis, St. Louis, MO. Peter Hovmand is with The Brown School, Washington University in St. Louis.
Am J Public Health. 2014 Dec;104(12):2271-8. doi: 10.2105/AJPH.2014.302039. Epub 2014 Oct 16.
The prevailing approach to improving population health focuses on shifting population means through a few targeted and universal interventions. The success of this approach for eliminating health disparities depends on an assumption about the distribution of demand for such interventions. We explored whether long tail thinking from business might yield greater progress in eliminating disparities. We examined 2011 to 2013 data from 513 state and local health agency representatives in 47 states who used an online system to create 4351 small media and client reminder products promoting colorectal cancer screening. Products in the long tail were more likely to target minority groups with higher rates of colorectal cancer and lower rates of screening than Whites. Long tail thinking could help improve the public's health and eliminate disparities.
改善人群健康的主流方法侧重于通过一些有针对性的普遍干预措施来改变人群的平均健康水平。这种消除健康差距的方法的成功取决于对这类干预措施需求分布的一种假设。我们探讨了商业领域的长尾思维是否能在消除差距方面取得更大进展。我们研究了2011年至2013年来自47个州的513名州和地方卫生机构代表的数据，这些代表使用一个在线系统创建了4351个促进结直肠癌筛查的小型媒体和客户提醒产品。长尾中的产品比针对白人的产品更有可能针对结直肠癌发病率较高且筛查率较低的少数群体。长尾思维有助于改善公众健康并消除差距。
