Public Health Campaign II
Nicole Jones
HCS 535
Concepts of Population Health
Becky Brown
July 15, 2012

Running Head: Public Health Campaign II Healthy People 2010 are a science based 10 year national objective for improving the health of Americans. Healthy People 2010 have developed benchmarks that encourage collaboration across communities, empowered individuals toward making informed decisions and the measurement of the impact of prevention activities. Healthy People 2010 focus on various illnesses such as: obesity, diabetes, and cardiovascular disease. The goal of Healthy People 2010 is to increase the quality of life, the years of a healthy life, and to eliminate health disparities amongst different groups in the population. Diabetes is a specific issue that is affecting 23.6 million children and adults or 7.8% of the population.
Description of the target population Diabetes is a disorder where a person’s body cannot produce or respond to insulin. Insulin is a hormone that the body uses to absorb and use glucose as fuel for the cells in the body. Diabetes Mellitus is the 7th leading cause of death in the United States. Diabetes Mellitus can lower the life expectancy by up to 15 years and is the leading cause of kidney failure, lower limb amputations and adult onset blindness. In 2007 Diabetes Mellitus cost the citizens of the United States $174 billion dollars including the cost of treatments, disability, and premature death. In 2010 1.052,000 people were diagnosed with Diabetes. The targeted population that is affected by Diabetes is adults over 20 and African Americans. African Americans in 2010 consisted of 18.7% of the population diagnosed and undiagnosed cases of Diabetes or 4.9 million people. In 2010; 11.3% of people or 25.6 million of the citizens of America were diagnosed with Diabetes. People over 65 made up 26.9% or 10.9 million people diagnosed with diabetes or undiagnosed cases. The risk for the development of Diabetes is 77% for African Americans. People between the ages of 45-65 are at a risk for the development of diabetes. According to the United States National Library of Medicine Diabetes is a life long chronic disease with high levels of glucose in the blood. At the national level 4.9 million African American people are diagnosed with Diabetes. In Illinois Diabetes is the 5th leading cause of death for African Americans. Over 2.8 million African Americans in the state of Illinois have Diabetes (IDPH, 2011). Diabetes is defined similar at the national and local level. There is no difference in the way that Diabetes is defined or viewed at the federal or state level. Diabetes is viewed and treated the same. The goal is decrease the number of people newly diagnosed with Diabetes, ensure that the people have a good quality of life.
Incidence, Prevalence, Mortality Diabetes is on the rise in the United States. Diabetes is becoming a chronic illness that people are learning to live with for many years. The incidence of Diabetes is 83% of the population. There are 18.8 million people diagnosed 7 million people that are not diagnosed and 79 million people have prediabetes. Each year 25.6 million people have Diabetes between the ages of 20-64. The incidence of Diabetes among African Americans is 12.6%. According to American Diabetes Association over 23 million people are affected by Diabetes. The prevalence of newly diagnosed cases of Diabetes has risen in the past 10 years. 1.9 million people are diagnosed each year with Diabetes. In the state of Illinois there were 823,000 people with Diabetes. In 2010 158,000 people between the ages of 18-44 were diagnosed with Diabetes, 352,000 people between the ages of 45-64 were diagnosed with Diabetes. There are more people that have Diabetes bur are unaware that they have this illness. In 2007, according to the American Diabetes Association Diabetes was the underlying cause of death listed on 71,382 death certificates. Diabetes was listed on 160,022 death certificates as the contributing factors. In 2007, Diabetes contributed to 231,404 deaths.
Community Response In the past the community was not receptive to community based programs because of lack of education. In the past there was not a lot of community resources available because Diabetes was not as frequent as it was in the past. With more people being diagnosed with Diabetes, there are more community and organizational programs regarding Diabetes. With more education people are more receptive to a program. The age group of 20-44 were not receptive to community programs regarding Diabetes because this group believed that Diabetes is an illness that older people get. With proper education and access to available resources this group would be more open to community based programs. People in the age group of 20-44 are reluctant to community based programs because of lack of understanding about the disease, lack of resources, and not wanting to accept the diagnosis. With the African American community struck the hardest by Diabetes, there needs to be more community resources for Diabetes. In some cities, there are no community resources that focus on the African American community only regarding Diabetes. The African American community has the ability to access the American Diabetes Association’s office that is located in his or her city, but not an organization that only focuses on African American’s and their unique needs regarding Diabetes. African American people with Diabetes can get education and support from their private medical providers or support that the American Diabetes Association has to offer. With the prevalence and the cost of treatment for Diabetes increasing there are more community resources being developed to support the communities. The community resources that are being developed to assist the community focus on prevention, treatment, management, diet, exercise, and for the family members. People with Diabetes are able to go to local hospitals, clinics, churches, etc. to get support for being diagnosed with Diabetes. Doctors are also screening patients at an earlier age for Diabetes that have multiple risk factors: obesity, family history, age, high cholesterol, gestational diabetes. In the city of Chicago, there are more clinics/support groups that are being organized to target the African American community. These organizations can be located in hospitals, clinics, churches in the African American community. Assessments in the state of Illinois regarding Diabetes are being conducted by random phone surveys. Assessments for Diabetes are also committed by doctors, nurse practitioners, and at local pharmacies such as CVS, and Walgreens. The assessments are also completed at local board of health departments.
Institutional and Organizational leadership roles Working for different avenues, institutional and organizational leaders have similar roles and ways to lead the perspective organization. Institutional and organizational leaders have to work to ensure they are providing the best possible services to the community. The main focus of the leaders is to focus on being the best leader that he or she can be. Both the organizational and the institutional leaders must be critical thinkers, they must analyze difficult situations and view each situation objectively. The leaders must be critical thinkers and focus about the best for the organization and for the community. Organizational leaders have to focus on doing what is best for the organization, while the community leaders have to focus on doing what is best for the community. Organizational leaders must adhere to the roles and the mission of the organization. Organizational leaders must focus on continuous quality improvement, building internal capacity, building infrastructure and negotiation with other organizations. The organizational leaders have to answer to board members and stock holders. The organizational leaders focus on making a profit. Community leaders must be aware of various legislation and policies of the federal, state, and local government. Community leaders must be self-confident because they are dealing with the public. The community leaders must be educated and able to communicate effectively. The community leaders must possess the ability to work with the community and other community leaders (churches, schools, other local organizations). The community leader must be able to build the trust of the community.
Economic Funding Health care spending for diabetes and Pre-Diabetes treatment is approximately $174 billion (United Health Group, 2011). By 2020 this is expected to rise to $500 billion. Funding from programs will come from the federal government via grants. In 2010 $57 billion was spent by private insurance companies on Diabetic treatment. In 2010 $89 billion was spent by Medicare and $4 billion was spent by Medicaid on the treatment of Diabetes. Uninsured people spent $22 billion in 2010 on treatment for Diabetes. Community organizations such as American Diabetes Association receives funding for operation from federal grants, from the donations of others, from gifts and from fundraising (walkathons, telethons). Donations made to community organizations can be tax deductible.
Social Marketing Social marketing and social media has played a huge role in the promotion regarding the awareness of Diabetes. Social marketing and social media has increased. With the increase of social marketing and media this has enabled the community and organizations to reach more people. Without social media and marketing the community would not be aware of the seriousness of Diabetes. Social media such as Facebook allows people to network with others who have Diabetes. There are ads on Facebook regarding Diabetes, diabetic medication, diabetic machines, and diabetic diets. There are more television commericals regarding Diabetes. There is a commercial on television that has various professional basketball players that are addressing the issue of Diabetes and encouraging people to get tested. There are commercials on television from the American Diabetes Association regarding Diabetes and the various walks that the association is having.
Conclusion
Diabetes is a rapidly growing chronic disorder because people are living longer with Diabetes. Despite there being a vast array of information available about the disorder there is still a large number of people that are being diagnosed each year with Diabetes. The Healthy People 2010 is a federally funded incentive that focuses on making the American citizens healthy. The goal is to reduce the disease and the economic burden that people with Diabetes face. There is plenty of information and assistance from the federal, state, and local government agencies for people who are diagnosed with Diabetes. Diabetes is addressed by the community and organizations. Community and organizations are different and similar. The goal for both is the benefit and well-being of the community. A community leader focuses on doing what is right for the community and not profit. Organizations focus on providing the best service as possible for the community but look to make a profit. Social marketing and media has increased people’s awareness regarding the disease called Diabetes. Without them people would lack education and knowledge about the disease and would not get treatment soon enough. Social marketing and media enables the community to be aware of the disease and to get support.

References
African Americans and Complications; www.diabetes.org; 2011; retrieved June 28, 2012
Fos, P., & Fine, D. J. (2005). Managerial epidemiology for health care organizations. San Francisco: Jossey-Bass.
Healthy People 2010: Diabetes; www.healthypeople.gov; 2011; retrieved June 27, 2012
Healthy People 2010: What are its goals? www.healthypeople.gov; 2011; retrieved June 27, 2012
Illinois Diabetes Prevention and Control Program; 2012; retrieved June 29, 2012
National Diabetes Factsheet; www.cdc.gov; 2011; retrieved June 28, 2012