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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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 Addressing Obesity in Population Health

The ultimate goal of every HCO is to provide excellent, safe, effective and patient-centered care in a timely and efficient manner (White & Griffith, 2016). While many HCOs excelled at providing quality care to a variety of patients, a majority of them struggled when it comes to responding to population health as a whole. Since it is a fairly new concept introduced in early 2000s, it is a challenge for HCOs to come up with a sound strategic plan to propose tangible solutions aiming at improving population health because it requires time and plenty of resources (David & Greg, 2002). The Health Promotion and Programs Branch of Health Canada has recently stated that “the overall goal of a population health approach is to maintain and improve the health of the entire population and to reduce inequalities in health between population groups.” Furthermore, population health focuses entirely on health outcomes as it is measured and influenced by health status, social, economic, physical environment, coping skills, human biology, early childhood development, and health services (David & Greg, 2002). Taking into account the profound meaning of population health, FIU Health Care Center has responded to the call to strategize a plan with specific health goals to tackle obesity cases within the population of Miami. The reason why FIU HCC chooses to address obesity is because of its negative effects on individuals' health while it is constantly increasing throughout the entire country (Boualaoui, 2015). To properly address this issue, FIU HCC plans to extend its mission by embracing the Institute for Healthcare Improvement\'s (IHI) Triple Aim, and reallocating its resources by developing new health programs for the community. The objective of the IHI Triple Aim is to promote improvement in population health, improvement in the delivery of care, as well as to reduce the cost of care (Triple aim, 2017). Thus, FIU HCC by extending its mission is ensuring that everyone without exception can get access to healthcare and ultimately influence population health and well-being.

Strategies to implement solutions aiming at addressing obesity within the community are listed below:

Establishing an Advocacy group

Promoting secondary preventative measures

Effective promotion and marketing

Measuring performance

  By including strategies such as secondary preventative health measures were ensuring every individual precision care such as management of diabetes and hypertension through individual nutrition counseling by the registered dietitian on staff. Strategies such as tertiary preventative services would include distribution of nutrition information to manage diabetes at our health fair, and legislation to mandate payment of nutrition related services for diet-sensitive conditions. As part of the nutrition counseling, the following points will be used for assessment and intervention.

Develop goals that are specific, achievable, and measurable.

Differentiate among anticipated results, broad goals, and specific goals.

Design a plan of action for a goal.

Evaluate dietary status utilizing standard assessment tools.

Utilize common dietary assessment tools.

Utilize A.D.I.M.E. documentation formats.

Partnering with particular programs targeting diabetics such as the American Diabetes Association, the Obesity Action Coalition, and FLIPANY to create beneficial relationships for our patients of all ages. The partnership with these groups would give access to tertiary preventative care outside of the HCO for patients who require additional services. These programs and organizations provide additional information as well as ways to become involved in the fight against obesity and diabetes through advocacy groups in our community.

According to White and Griffith (2016), establishing a social marketing strategy is an important key in promoting FIU HCC's population health strategy. Social marketing will create a connection between our services and wellness in the minds of those we reach. There are many community groups with which we can develop mutually beneficial relationships with such as government agencies, charities, and local businesses. These groups are important stakeholders that will all benefit from having a healthy community and will have a stake in our success. Collaboration with these groups will combine resources, contacts, and knowledge to increase outreach and efficiency of our initiative.

The success of FIU HCC's population strategy will depend on effective promotion and marketing. An effective marketing campaign will help the HCO increase market penetration and community awareness of the services we provide. In order to promote the initiative to address obesity, we will partner with established community groups.  A strategic partnership will allow us to reach a large portion of the population, increase the awareness of our brand, and allow us to educate the community on key health issue of obesity. We plan on establishing a community advocacy group that will be called The FIU Fight Against Obesity (FAO). The FIU FAO advocacy group will consist of HCO members, community leaders, and other stakeholders to create a network of likeminded individuals focused on the goal of combating obesity. The FAO will have designated board members and an elected leader to guide the advocacy group towards its larger mission, create performance measures, monitor community relationships and set goals. The FAO strategy is to inform the community of the chronic and acute dangers of obesity. The purpose of the FIU Fight Against Obesity advocacy group will be to assist those individuals who have been affected by obesity and teach prevention techniques through education, wellness programs, health fairs and individualized nutritional plans.

    FIU FAO will have the autonomy to work with and create partnerships with other agencies outside of the HCO such as The Obesity Society, National Action Against Obesity, and other healthcare facilities like the University of Miami and Jackson Memorial. As explained by White and Griffith, the most effective advocacy groups can work independently of the HCO. Having partnerships with agencies throughout the community will help to build resources and broaden the scope of the program. The FIU FAO's purpose of collaboration will be to provide the community with information based clinical decision making, a primary care directed clinical workforce and reach the public through patient engagement and community integration (\"Three Key Elements for Successful Population Health Management, The Advisory Board Company,\").


Promote Healthy Eating and Physical activity

Eat This, Not That Workshop (David Zinczenko)

Health and Wellness Expo, Free health screening

Individualized Nutritional plans

Access to healthy and affordable, everyday foods

Health Education

Evidences based Obesity statistics (Journal of the American Board of Family Medicine)


Cardiovascular disease

Importance of exercise in daily living

Life Style Coaching

Making the lifestyle change

Health News Letter

Wellness Coaching( weight maintenance, social support, coping strategies), (Schwartz, 2013)

  The continuous improvement of an HCO must keep measuring its performances. These can include such as cost, demand, worker satisfaction, efficiency, and quality and customer satisfaction. While FIU HCC main focus is on obesity awareness, it must focus on its measured factors in order to improve in today's HCO industry. These strategic measurements should measure it terms in cost per case and cost per capita.  For example, FIU HCO must budget its capital on each event that it holds, such as its “Get Fit” weight loss program that is held monthly. These budgets can be financing of the coaching fees, cost of equipment, etc. As well cost per capita, will measure the patient\'s obesity plan with their dietician, which include structured meal plans, quarterly monthly physical checkups, etc. Using cost per case and cost per capita as benchmarks FIU HCC can monitor each factor to their full effectiveness as mentioned by White and Griffith

The FIU HCC believes that community health and public health are part of the overall population health.  By addressing the health of multiple communities FIU HCC can improve the health of the overall population. By addressing obesity we can reduce the prevalence of diabetes, hypertension, cardiovascular disease and overall health in the community. Obesity account for 9.1% for total medical expenses due to the accompanying chronic diseases (Obesity in America). To help address obesity in population health, FIU HCC will establish an Advocacy Group to help bring awareness to the disease and help those who are considered obese combat the disease. FIU HCC will also help to encourage the fight against obesity with promotion and marketing throughout the community as well as invest in resources and other organizations throughout the nation. FIU HCC beliefs on a strategic marketing and promotion will increase the awareness of both the local community and help advocate for others through our strategic teachings.

The implementation of FIU HCC strategic plan to fight against obesity will draw new clients to the HCO because we will be offering new services to a different market which will positively affect the HCO's bottom line. Since obesity is a serious and costly disease, the application of this plan will help improve the overall health of US population, decrease the likelihood for individuals to have obesity-related conditions such as heart disease, stroke, and diabetes, decrease spending, and finally motivate and influence individuals to lead a healthy lifestyle.

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