INNOVATIVE STRATEGIES
FOR ENGAGING YOUR
LATINO COMMUNITY
Session Objectives
1.
2.
Funding
g support
pp for this online course was
provided by a grant from
the Baxter International Foundation.
3.
4.
Describe key issues and
recommendations
Identify strategies and activities for
building partnerships
Describe successes and challenges of
hospice outreach initiatives
Specify available resources
Latinos are
currently the
largest ethnic
minority in the
country.
Caring Connections Focus
Groups
Advance Care Planning
 End-of-life Caregiving
 Hospice

Key Issues and
Recommendations
1
Advance Care Planning

Majority unfamiliar with term,
however more likely to have made
funeral and other plans
End-of-life Caregiving

May not identify themselves as
‘caregivers’
caregivers since caring for family is
part of their culture
Hospice

Build Trust

Main goal for
building
partnerships
Many equate
‘hospice’ with
nursing
i h
homes and
d
suggest to use the
term “compassionate
care”
Tips for
Ti
f Building
B ildi
Partnerships
Recruit a Liaison

Involve a bilingual,
bicultural person
already
l d wellll
connected to the
local Latino
community
2
Get Feedback
Sample Questions for Interviews


Seek input from your local Latino
community
 Interview
families who have received hospice
services
 Focus groups
 Community survey




Establish Clear Goals





Recruit community stakeholders
Make meetings meaningful
Stayy connected


Which of these traditions do
you consider that hospice
should be aware of to better
serve your family?
What are some ways to take
the message of hospice into
Mexicano/Latino
communities?
Would you be willing to speak
of your experience with
hospice to help us tell others
about our services?
Build bridges to key service providers
Formalize relationships
 Assist
A i t with
ith d
developing
l i culturally
lt ll
competent services

 Serve
Advisory Committee Tips

Create an Advisory Committee
Your goals can:
as a guide for your outreach
 Be incorporated in the strategic plan of your
organization
How did you learn about
[insert provider name]?
What did you think when you
first heard about hospice?
How did the people from
hospice help?
What did you and your family
most need when your loved
one was in the last stage of
her/his life? Personally,
practically, spiritually? And
afterward?
What are the main traditions
in México when someone
dies?
Focus on Relationships
…Not
Projects!
3

Outreach
Strategies
Create a Fotonovella
(also called
“ h t
“photonovela”)
l ”)
Available at
www.qolpublishing.com
 Make
connections
with English
as Second
Language
(ESL) classes
Place ads in Spanish-language
newspapers
 Create PSAs for Spanishlanguage radios
 Learn about the Hispanic PR Wire


Reach out
g
to migrant
workers
Exhibit at
local farmer’s
market and
other cultural
events

(www.hispanicprwire.com)
4
Pharmacies
 Health Clinics
 Funeral Homes

Baxter
B
t P
Project
j t
Outcomes
Background



Hospice of Northeastern Illinois is a non-profit,
community based organization, serving six
counties in Northeastern Illinois
Serviced 1,400 families in 2008
Hispanic demographics are very diverse:

McHenry County



11% Hispanic (34,753)
600+sq/miles land area
Cook County


22% Hispanic (1,188,854)
950+sq/miles land area
Presented by Siobhan White
How We Assessed Our
Community


Partnered with the Graduate School of
Communications/Northwestern University to
write and implement a survey to gage attitudes
in the Hispanic Community about hospice care
Survey results – 135 completed surveys
revealed:


90% would care for terminally ill at home
36% heard of hospice (only 1% could accurately
describe what hospice is)
How We Built Relationships





Invited surveyed agencies to lunch to review the
Northwestern University report
Solicited advice on “Next Steps”
Responded to invitations to make presentations
Joined organizations and supported community
events
Formalized council membership and purpose
5
What We Did and Why
 Select
basic informational piece, “Una Historia
de Hospice”
 Attend community festivals and Fiestas, “ If we
see you around then we will trust you.”
 Offer informational Spanish language
presentations about hospice
What Worked (and Did Not)



 Churches
 Senior

groups
Adult education groups
What We Learned




Latino hospice issues are complicated by
diverse cultural, religious and generational
issues
Need for bereavement services in the Latino
community is substantial
Hispanic pediatric hospice admissions continue
to outpace adult hospice admissions
Latino families see financial and documentation
issues as roadblocks to seeking hospice care.

Strong referral connections
among Advisory Council
members (+)
Increase in bilingual
g
clinical
staff (+)
Hispanic patient census
increase (+ and -)
Education takes time
What We Recommend
It is clearly not enough only to translate
existing English language materials,
and while having a bilingual
administrative
d i i t ti and
d clinical
li i l staff
t ff iis
important, much can be done with a
caring heart and good community
connections.
Plans for the Future

Conduct a forum to train Spanish language
community support staff (church ministers,
school social workers, and volunteers) around
issues of grief and loss in the Hispanic
C
Community
it

Continue educational outreach efforts


HNI staff on issues of diversity
Community partners on end of life care
Presented by Felipe Herrera
6
Background

The Hospice of the Florida Suncoast is a not-for-profit, community
based hospice, serving Pinellas County, Florida.

Hispanic Demographics:
Pinellas County
*6
6.7
7 % Hi
Hispanic
i (62
(62,103)
103)
* 279.92 sq/miles land area

In FY 2008, 2.8 % of the patients and families served by The
Hospice of the Florida Suncoast were Hispanics.

Tampa Bay Area’s Latino culture is very diverse.
* Launch region for new products for marketers.
THE HOSPICE OF THE FLORIDA SUNCOAST
EVEN T SURVEY
How We Assessed Our Community
Please let us know about you, a member of our hospice community.
1. What is your home 5-digit ZIP Code?


Created and implemented a survey with the assistance
of The Hospice Institute of the Florida Suncoast
Survey results – 234 completed surveys revealed:




28.3% provide unpaid care for a relative, friend, spouse or partner
56% had previously heard of us
87% has a very favorable/ favorable opinion about us (13% didn’t
have enough information)
Valuable information obtained re: media usage & other
ways we can help
For a printable
copy of all
surveys and flyers,
click
lick on the
attachments tab
on the upper right
hand corner of
your screen and
print the handouts
packet.


2. What is your age?
5. As of today, what’s your overall opinion of
The Hospice of the Florida Suncoast?
4
 Ver y fa vor a ble
 F a vor a ble
 U n fa vor a ble
 Ver y u n fa vor a ble
 Don ’t h a ve en ou gh
3
2
1
YEARS
9
3. Are you currently providing unpaid care
for a relative, friend, spouse, companion
or partner 18 years or older who is ill, frail,
elderly or has a physical, mental or
emotional disability?
1
 Yes
in for m a t ion to sa y
6. Where do you typically get information
about community events and/or
community resources? (Check ALL that Apply)
6
 Television /r a dio
 N ewspa per s/m a ga zin es
 In ter n et
 Ch u r ch , t em ple, or ot h er p la ce of wor sh ip
 Com m u n ity even ts/a ct ivit ies
 F a m ily/fr ien ds/n eigh bor s/cowor ker s/et c.
 Ot h er (Sp ecify: ______________________)
5
4
 No
0
3
4. Before this event, had you previously ever
heard about The Hospice of the Florida
Suncoast?
1
 Yes
2
1
9
 N o – PLEASE SKIP TO QUESTION 5
7. Please check any other hospice events you
would consider attending in the future.
0
(Check ALL that Apply)
4a. How did you previously hear about us?
 Meet in g/for u m
 P r esen t a t ion /lect u r e
 In for m a t ion t a ble/com m u n it y fa ir
 P a r ty/celebr a tion
 P er son a l con t a ct
 Ot h er (Sp ecify: ______________________)
5
4
3
4b. What did you hear?
2
1
9
8. In what other ways might The Hospice be able to serve you in the future?
(Please also use this space for ANY comments or suggestions.)
TH A N K YOU!
Your responses will be kept strictly confidential and you do not need to identify yourself in any way. However, if
you would like to have someone contact you, just write your name and contact information at the top of this form
OFFICE USE ONLY
ID # _______________
Category
How We Built Relationships





2
3
4
Event/Code _______________
5
6
Version Completed
7

1
Spanish
8
9

0
English
0
The Hospice’s Festival Hispano
Attending external community events/health fairs
The Hospice’s Festival Hispano engages the community,
local businesses, local organizations
The Hospice’s Hispanic Outreach Volunteer Team
The Hospice’s Hispanic Advisory Council
Networking




Date ____/____/____
Phone Call Meeting Group Forum/Panel Info Table Fair National Latino Media Other
1
Chambers
Associations
Advisory Councils
Creating partnerships with other organizations
7
The Hospice’s Hispanic Outreach Program
Advisory Committee













Brenda Alvarado — International Academy
Rosa Barquera — Restaurante Los Vaqueros
Dr. Lance Cohen — ENT Associates
Cristina Colinas —Admissions Department, The Hospice
Marta Felipez — The Hospice Volunteer
Robin Gomez — Hispanic
Robin Gomez Hispanic‐Latino Liaison, City of Clearwater
Latino Liaison, City of Clearwater
Olga Mackenrow — Clinical Coordinator, Bayside Rehab & Health Center
Odilón Mezquite —Consulate of Méjico / Representative
Rob Nina — Healthy Families Pinellas
Pastor Victor Ramos — Church, Las Pisadas del Maestro
Guadalupe Vargas — Community Programs, The Hospice
Andrea Vendetti — Hispanic Outreach Center, Clearwater
Mari Villavicencio — Valpak/Cox Media / The Hospice Volunteer
What We Did and Why

Objective 1:
 To
develop partnerships with organizations that
cater to the Hispanic/Latino community by
identifying and creating a marketing tool for
outreach/educational purposes

Objective 2:
 To
promote The Hospice’s Lo Invitamos a Tomar
Un Café… (Caregiver Coffee Breaks - a friendly,
non-threatening environment for caregivers)
Outcomes

Partnership developed with the Pinellas
County Health Department

Created brochure on pediatric diabetes in
Spanish since no resources were available in
Pinellas County
More Outcomes

Partnership developed with High Point
Neighborhood Family Center

Created a general brochure in Spanish and
English language that were needed for
outreach purposes
8
What Worked (and Did Not)

Valuable information was obtained through
 Results
from Survey (i.e. media usage)
Committee (i.e. what we are doing,
where we are heading, our marketing tools)
 Advisory

What We Learned




Need for bereavement services in the Latino
community is increasing rapidly particularly re:
deaths abroad
Photonovellas are replacing lengthy brochures
“Care
Care provided at home”
home should be highlighted
when referring to the Latino community
Latinos are a diverse and complex group



Get to know your Latino community
Liaisons can identify trends before any census
Use mixed-media
Great relationships were created by partnering
with local organizations.
What We Recommend

It’s all in “what you say”…
 In
a Latino family, the patient is not dying, the
patient is ill
 For providers, interaction with entire family is
important, not just the patient

All outreach materials should be available in
English and Spanish.
Future Plans

Continue to develop relationships with
organizations by creating marketing tools for
outreach & educational purposes



ALFs (Assisted Living Facilities)
Medical practices
Annual Festival Hispano
9

Latino
L
ti O
Outreach
t
h
Resources

Spanish language educational
brochures available to:
 View
at www.caringinfo.org
www caringinfo org
from NHPCO’s Marketplace at
www.nhpco.org/marketplace
 License from Caring Connections
 Purchase

Partnershipforparents.org
Spanish language
information for
parents with
seriously ill
children
Caring Connections Latino Outreach
Guide
 Features
Hospice
p
Caring
g Project’s
j
“Mensajeros
j
de Confianza” Community Partnership &
Spanish language PowerPoints
 Available at www.caringinfo.org/community
Caring
Connections
Multilingual
Helpline 877.658.8896


Spanish language
photonovella
“A
A Hospice Caring
Story”
Available at
www.qolpublishing.com
10
Caring Connections Community
Outreach Guides and Resources*








It’s About How You
LIVE Campaign
Toolkit
Latino
Chinese-American
African American
Disabilities
Pediatric
Faith Community
Workplace
For More Information

Contact Caring Connections at:
 [email protected]
 800.658.8898
 www.caringinfo.org
*Available at nhpco.org/marketplace
Acknowledgements
Caring Connections gratefully acknowledges
 Hospice of Santa Cruz
 The Hospice of Northeast Illinois
 Suncoast Hospice
for their collaboration in developing this online
course and the Baxter International Foundation
for their funding support.
11
Example Event Poster and Survey 1. Who do you go to for healthcare?
a) Community clinic
b) Doctor chosen my your insurance
c) Alternative medicine
d) Other ________________________
2. Where do you receive information regarding health services in your
community?
a) Church bulletin
b) Friends and family
c) Newspapers
d) Billboards
e) Other_________________________
3.
Who do you trust most when making difficult medical decisions?
a) Family and friends
b) Doctor
c) Priest
d) Other_________________________
1
4.
Do you attend church regularly?
a) Yes
b) No
5. Would you let a doctor or nurse treat a terminally ill family member
within your house?
a) Yes
b) No
6.
Would you care for a terminally ill family member in your house?
a) Yes
b) No
7.
Have you heard of Hospice?
a) Yes
b) No
8.
The word hospice means
________________________________________________
2
9.
What would prevent you from considering hospice care?
a) Too expensive
b) Don't know anything about it
c) Not supported by friends and family
d) Legal / immigration concern
e) Question its value in general
f) Question its value vs. care provided by family
g) Other (please specify) _____________
10. Would your family/friends support the use of Hospice Care?
a) Yes
b) No
c) I don’t know enough about this subject
d) I don’t know
11. How old are you?
a) 18-29
b) 30-40
c) 41-50
d) 51-60
e) 61-70
f) 71+
12. Gender
F___
M___
3
1) Regularmente, a donde usted va para obtener cuidados médicos?
a) Clínica Comunitaria
b) El doctor seleccionado por su seguro médico
c) Medicina Alternativa
2) A través de que medio usted recibe información acerca de los servicios
en su comunidad?
a) Boletín de su iglesia
b) Familia y amigos
c) Periódicos
d) Valla Publicitaria
e) Otro recurso_________________________
3) En quién usted confía cuando tiene que tomar decisiones difíciles
acerca de cuidados médicos?
a) Familia y amigos
b) Doctor
c) Padre / Cura / Pastor
d) Otro Recurso________________________
1
4) Usted va a la iglesia regularmente?
a) Si
b) No
5) Permitiría que un doctor o enfermera(o) entrara a su casa para cuidar a
un miembro de su familia que tiene una enfermedad terminal?
a) Si
b) No
6) Usted cuidaría en su casa a un miembro de su familia que tiene una
enfermedad terminal?
a) Si
b) No
7) Usted ha oído alguna vez de servicios de Hospicio?
a) Si
b) No
8) Para usted que significa la palabra “hospicio”?
__________________________
2
9) Por qué razón usted no consideraría los servicios de Hospicio?
a) Costo
b) No sabe lo que es
c) Familia y amigos no están de acuerdo
d) No quiere tener problema con asuntos legales o de inmigración
e) Cuestiona el valor de este servicio
f) Cuestiona el valor de este servicio en comparación con el que podría
proveer la familia
g) Otro (Por favor sea específico) _____________
10) Estarían su familia y amigos de acuerdo con los servicios de cuidado
médicos de Hospicio?
a) Si
b) No
c) No conozco suficiente del asunto
d) No Sé
11) Cuantos anos tiene usted?
a) 18-29
b) 30-40
c) 41-50
d) 51-60
e) 61-70
f) 71+
12) Cual es su sexo?
F___
M___
3
Example Brochures and Survey THE HOSPICE OF THE FLORIDA SUNCOAST
EVENT SURVEY
Please let us know about you, a member of our hospice community.
1. What is your home 5-digit ZIP Code?
5. As of today, what’s your overall opinion of
The Hospice of the Florida Suncoast?
4
 Very favorable


2. What is your age?
 Favorable
 Unfavorable
 Very unfavorable
 Don’t have enough information to say
3
2
1
YEARS
9
3. Are you currently providing unpaid care
for a relative, friend, spouse, companion
or partner 18 years or older who is ill, frail,
elderly or has a physical, mental or
emotional disability?
1
 Yes
6. Where do you typically get information
about community events and/or
community resources? (Check ALL that Apply)
6
 Television/radio
 Newspapers/magazines
 Internet
 Church, temple, or other place of worship
 Community events/activities
 Family/friends/neighbors/coworkers/etc.
 Other (Specify: ______________________)
5
4
 No
0
3
4. Before this event, had you previously ever
heard about The Hospice of the Florida
Suncoast?
1
 Yes
2
1
9
 No – PLEASE SKIP TO QUESTION 5
7. Please check any other hospice events you
would consider attending in the future.
0
(Check ALL that Apply)
4a. How did you previously hear about us?
 Meeting/forum
 Presentation/lecture
 Information table/community fair
 Party/celebration
 Personal contact
 Other (Specify: ______________________)
5
4
3
4b. What did you hear?
2
1
9
8. In what other ways might The Hospice be able to serve you in the future?
(Please also use this space for ANY comments or suggestions.)
THANK YOU!
Your responses will be kept strictly confidential and you do not need to identify yourself in any way. However, if
you would like to have someone contact you, just write your name and contact information at the top of this form.
OFFICE USE ONLY
ID # _______________
Category
Date ____/____/____
Event/Code _______________
Version Completed
 Spanish  English
1
0
Phone Call Meeting Group Forum/Panel Info Table Fair National Latino Media Other
1
2
3
4
Copyright © 2008 The Hospice of the Florida Suncoast
5
6
7
8
9
0
THE HOSPICE OF THE FLORIDA SUNCOAST
QUESTIONARIO
Usted es un miembro de la comunidad de hospice – Queremos saber de usted
1. ¿Cuál es su código postal?
5. ¿Hasta hoy, cual es su opinión general de
The Hospice of the Florida Suncoast?
4
 Muy favorable


2. ¿Cuál es su edad?
 Favorable
 Desfavorable
 Muy desfavorable
 No tengo suficiente información
3
2
1
Años
9
3. ¿Está usted proveyendo en este momento
de cuidados, sin compensación, a un familiar,
amigo, o compañero(a) mayor de 18 años, el
cual está enfermo, es de edad avanzada o
tiene una discapacidad física, mental o
emocional?
1
 Si
6. ¿Generalmente, dónde obtiene usted
información acerca de eventos y/o
servicios a la comunidad? (Marque todo lo
correspondiente)
 Televisión / radio
 Periódicos/revistas
 Internet
 Iglesia / templo
 Eventos/actividades comunitarias
 Familiares/amigos/vecinos/compañeros de
6
5
4
 No
0
3
2
4. ¿Antes de este evento, había escuchado
usted acerca de The Hospice of the Florida
Suncoast?
1
 Si
1
Trabajo/etc.
 Otros (Especifique: ____________________)
9
 No – Pase a la pregunta 5
0
7. Por favor marque cualquier otro evento de
hospice que usted consideraría atender a
futuro.(Marque todo lo correspondiente)
5
 Reunión/forum
4a. ¿Cómo se enteró de nosotros?
 Presentación/charla
 Evento informativo
 Fiesta/celebración
 Contacto personal
 Otro (Especifique: _____________________)
4
4b. ¿De qué cosas se enteró usted?
3
2
1
9
8. ¿De qué otra manera podría The Hospice servirlo a usted a futuro?
(Por favor use también este espacio para cualquier comentario o sugerencia.)
GRACIAS
Sus respuestas se mantendrán estrictamente confidenciales y no es necesario que usted se identifique. Sin
embargo, si usted desea que lo contacten, por favor anote su nombre y teléfono en este formulario.
OFFICE USE ONLY
ID # _______________
Category
Date ____/____/____
Event/Code _______________
Phone Call Meeting Group Forum/Panel Info Table Fair National
1
2
3
4
Copyright © 2008 The Hospice of the Florida Suncoast
5
6
 Spanish  English
Latino Media Other
Version Completed
7
8
1
0
9
0
Copyright © 2008 The Hospice of the Florida Suncoast