Radio Campaign Talks to Large Employers about Racial and Ethnic Disparities in Health Care

Developing tools to help employers address racial and ethnic disparities in care
    • December 1, 2006

Staff from the National Business Group on Health and the Washington communications firm GYMR, LLC, developed and executed a communications plan that featured a two-phase radio tour and media campaign for the Business Group's "Health Disparities Initiative: Promoting Health for a Culturally Diverse Workforce."

The goal of the initiative was to provide large employers with information and practical solutions to address the documented disparities that racial and ethnic minorities experience in both health care and health.

Key Results

  • Staff from the Business Group and GYMR launched the first radio tour on April 7, 2004, along with a press release on the employer survey on health care disparities in the workplace. The radio tour reached over 9,882,300 radio listeners.

  • Staff from the Business Group and GYMR launched a second radio tour, focused on health plan open enrollment with tips to large employers on how to reduce disparities, on June 10, 2004. The radio tour reached over 8,335,750 listeners.

  • Staff from the Business Group and GYMR published an article titled "Reducing Racial and Ethnic Disparities: Why Companies Need to Make It Their Business," in the Employee Benefits Plan Review. This article offers employers tips on how to reduce racial and ethnic barriers in health care.