Introduction (Cont'd)

How does culture affect medical care?

Culture impacts the understanding between provider and client in relation to:

• Symptoms
• Treatment
• Compliance
• Basic information important in making healthcare decisions

Culture shapes behaviors, beliefs and attitudes about care related to:

• Diet
• Recreation choices
• Residential choices

Culture governs beliefs about:

• Health
• Societal response toward illness
• Definition of causes and treatment

Healthcare and social service providers must understand the effects of cultural components such as ethnicity, language, race, immigration and historical experiences, and use this knowledge in designing appropriate health communications and programs. Culturally sensitive health promotion programs can:

• Reduce misunderstandings based on cultural belief systems between providers and consumers
• Empower older adults and their families, partners and friends to successfully navigate through the healthcare system
• Assist older adults in making better decisions about personal health
• Contribute to improving the health status of the nation's racial and ethnic communities, making outreach efforts more effective

There is no magic formula for health promotion that works for all older people.

• Each region of the country often has differing customs, dialects, beliefs
• Each region of the country has differing laws and levels of acceptance regarding sexual orientation
• Older people have various levels of identification with their culture, history, gender, sexual orientation or generational values
• Development of guidelines often reinforces stereotypes rather than focusing on the desires, strengths and needs of the older person

A few points are universal, however. When developing messages and materials:

• DON'T simply substitute multiracial faces for white faces
• DO create an information flow that is viewed and accepted as part of the culture
• DO carefully assess particular communities through:
  • Focus groups
  • Discussions with key leaders
  • Collaboration with organizations already successful in that community

This section highlights examples of programs working within the cultural framework of a community. Some may or may not be applicable to your programs. The purpose is to provide a spectrum of possibilities and opportunities for you to understand and test the concepts for your particular community.