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only in your town here: exploring cultural outliers through public health reporting in daily metropolitan newspapers

Branding: adding perceived value to an already known commodity. Coke is the

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only in your town here: exploring cultural outliers through public health reporting in daily metropolitan newspapers

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    1. Only in (YOUR TOWN HERE): Exploring “cultural outliers” through public health reporting in daily metropolitan newspapers Chris Palmedo, MBANorthwest Health Foundation Maria Gilson Sistrom, RN MS PhDOHSU School of Nursing, Oregon MPH

    4. Public Health Branding What is public health’s ‘commodity’? Population health? Health equity? Protection? Information giving? Emergency preparation?

    5. Another question:Is branding appropriate? Is our role as information providers compatible with a marketing approach? Alternative: Public health as a public good Beauchamp’s free speech approach: access to information IS public health Information is how we ‘get’ health and influence policy

    6. Regional Cultural Idiosyncrasies:Three Case Studies Emerging from Data Minnesota Nice – Keeps people away from vaccine clinics. Fluoridated Water – The “public-health achievement that Oregon loves to hate.” Illinois – The “land of greased palms” and the proliferation of an antiquated TB district.

    7. Papers examined Minneapolis Star Tribune Chicago Sun Times The Oregonian

    8. Newspaper portrayal LexisNexis search Regional papers from 2004-2006 Search terms “public health” and “health department[‘s]”

    9. Who reads the papers?

    10. “Too many Minnesotans who are at high risk of complications from the flu think there is someone out there who needs the vaccine more than they do. “ ‘They were going to defer it for the older people,’ she said. ‘And I've heard that older people want to defer so babies can get it.’ Now she's concerned that the vaccine she has available won't be used.

    11. Minneapolis Star-Tribune Cummins Power decided to donate 380 doses of the flu vaccine to four Anoka County nursing homes. “People have really come together; they recognize the concern,” said Marina McManus, Anoka County's director of community health. “Maybe that's the good Minnesotan approach.” Cummins bought 500 doses for its employees, but its plans changed. “We decided, 'No, we'll just donate it.' That would be a better gesture,” said the plant manager.

    12. Chicago Sun Times “The Chicago Public Health Department's recent appeal to employers to donate flu vaccines has largely fallen on deaf ears.”

    13. Chicago Sun Times “The Suburban Cook County Tuberculosis Sanitarium District will be no more if one of County Commissioner Mike Quigley's reform agenda bills passes the General Assembly.”

    14. Chicago Sun Times “Unfortunately, people don't realize the number of patients we see and the services we provide," said James Gallai, executive vice president of field operations for the district. He said there were 110,000 visits to the district's clinics last year. The district treats about 130 cases of TB a year.”

    15. Chicago Sun Times “The services could be more cheaply provided by Public Health, said state Sen. John Cullerton (D-Chicago), who introduced three Senate bills to dissolve the district. Similar legislation was also introduced by state Rep. Kevin Joyce (D-Worth) and state Rep. Eileen Lyons (R-Western Springs)...”

    16. Chicago Sun Times Thousands spent on new furniture from Art O'Hara Furniture. Parts of clinics so rarely used, they're rented out, bringing the district nearly $1 million a year in rental revenue.. Marketing expenses are up 342%, and the district has budgeted a 200 percent increase for attorneys. District staff have traveled to world TB conferences in Paris and Slovakia. Closer to home, it spent more than $25,000 at Denny's, Fannie Mae and Buona Beef, with accounts set up with Omaha Steaks, Lands' End and Barnes & Noble.

    17. The Oregonian “In Oregon, fluoride stays newfangled and scary.”

    18. “Anti-fluoridation activists surely will use this new information to fight new state or local proposals to add fluoride to Oregon's water. They will cite it as more ‘proof’ that fluoride is a dangerous poison.”

    19. Regional Cultural Idiosyncrasies:Positive or Negative Influence on PH? Minnesota Nice – Keeps people away from vaccine clinics: Positive Fluoridated Water – The public-health achievement that Oregon loves to hate: Positive / Negative Illinois – The “land of greased palms” and the proliferation of an antiquated TB district: Mostly Positive

    20. Close to Home: “Voodoo donuts” “The first menu featured a Nyquil-glazed doughnut filled with Pepto-Bismol and topped with crumbled cherry Tums. County health officials ordered an end to that delicacy.”

    21. Close to Home: “Voodoo donuts” “The first menu featured a Nyquil-glazed doughnut filled with Pepto-Bismol and topped with crumbled cherry Tums. County health officials ordered an end to that delicacy.”

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