The "long tail" and public health: New thinking for addressing health disparities

M.W. Kreuter, P. Hovmand, D.J. Pfeiffer, M. Fairchild, S. Rath, B. Golla and C. Casey

American Journal of Public Health, 2014, vol. 104, issue 12, 2271-2278

Abstract: The prevailing approach to improving population health focuseson shifting population means through a fewtargeted 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. © 2013 American Public Health Association.

Keywords: Canada; Colorectal Neoplasms; decision making; early diagnosis; health care delivery; health care disparity; human; mass screening; program development; public health service; reminder system; United States; vulnerable population, Choice Behavior; Colorectal Neoplasms; Early Detection of Cancer; Health Services Accessibility; Healthcare Disparities; Humans; Mass Screening; Ontario; Program Development; Public Health Practice; Reminder Systems; United States; Vulnerable Populations (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:10.2105/ajph.2014.302039_7

DOI: 10.2105/AJPH.2014.302039

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