title: Formative assessment using social marketing principles to identify health and nutrition perspectives of Native American women living within the Chickasaw Nation boundaries in Oklahoma.
abstract: OBJECTIVE
  To identify health product and promotion channels for development of a Chickasaw Nation Supplemental Nutrition Assistance Education Program (SNAP-Ed) social marketing program.
  
  
  METHODS
  The study was qualitative and used social marketing principles to assess Native American women's views of health and nutrition. Focus groups (n = 8) and interviews (n = 4) were conducted to identify indigenous views of product, promotion, price, and place related to SNAP-Ed behavioral objectives.
  
  
  RESULTS
  The major theme identified for product was diabetes prevention. Participants (n = 42) indicated a preference for family-based education with promotion by elders, tribal leaders, and "everyday people." Participants identified tribe-specific community sites for program implementation at times conducive to work schedules.
  
  
  CONCLUSIONS
  Culturally appropriate social marketing programs are necessary to address diabetes prevention with a focus on family, heritage, and tribal community. Additional research is necessary to explore the role of elders and tribal leaders in diabetes prevention efforts.
authors.affiliation: Department of Nutritional Sciences, Oklahoma State University, Stillwater, OK 74078, USA. steph.parker@okstate.edu
authors.forename: Stephany
authors.initials: S
authors.lastname: Parker
authors.forename: Toma
authors.initials: T
authors.lastname: Hunter
authors.forename: Chiquita
authors.initials: C
authors.lastname: Briley
authors.forename: Sarah
authors.initials: S
authors.lastname: Miracle
authors.forename: Janice
authors.initials: J
authors.lastname: Hermann
authors.forename: Jean
authors.initials: J
authors.lastname: Van Delinder
authors.forename: Joy
authors.initials: J
authors.lastname: Standridge
mesh_terms: D000328:Adult; D003924:Diabetes Mellitus, Type 2 / Q000517:prevention & control*; D005260:Female; D017144:Focus Groups; D006801:Humans; D007198:Indians, North American / Q000193:education / Q000523:psychology; D007407:Interviews as Topic; D020380:Needs Assessment; D009747:Nutritional Physiological Phenomena; D052756:Nutritional Sciences / Q000193:education; D009825:Oklahoma; D016730:Program Development; D036301:Qualitative Research; D040241:Social Marketing; D016387:Women's Health