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Increasing Screening for
Colorectal Cancer in Oregon
Applying Research
to a Social Marketing Campaign
Presented at OPHA, October 19, 2010
By Jennifer Messenger Heilbronner
Background
• Goal: Determine barriers and
motivators to colorectal cancer
screening
• Methodology
– Literature and campaign review
– Strategy session with CRC Task Force
– Executive interviews (18)
– Consumer focus groups (9)
– One-on-one consumer interviews (7)
– Follow up survey with consumers
Summary: Increasing
Colorectal Cancer Screening
GOAL: 80% of Oregonians age 50+ are screened.
Motivators
1. Provider referral
Recommendations
2. Personal testimonial
1. Use a social
3. Conversation and Barriers Early Results marketing approach
dialogue 1. Cost In-depth dialogue 2. Engage providers &
4. Message: (perceived
in focus groups consumers
• Preventive and actual)
already caused 3. Lower the cost
• #2 cancer killer 2. Lack of
shifts in behavior. 4. Normalize the topic
• Easy procedure information
• Men and women 3. Lack of access 5. Mobilize
• No symptoms messengers
• Different options/
prices
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach
Media
Campaign
Equip
Provider Networks
Work through provider networks and insurance
& Insurance
systems to prepare and equip primary care
Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.
Equip
Primary Care Not-Yet-
Providers & Screened
Specialists M/W 50+
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach
Media
Campaign
Equip
Provider Networks
Work through provider networks and insurance
& Insurance
Empower
systems to prepare and equip primary care
Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.
Equip
Empower Already
Employ mass media communication and direct Screened
outreach through primary care providers,
specialists and insurance systems to motivate Oregonians
and empower already screened Oregonians to
tell their stories and encourage the people they
know to also be screened.
Primary Care Not-Yet-
Providers & Screened
Specialists M/W 50+
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach
Media
Campaign
Equip
Provider Networks Other
Work through provider networks and insurance
& Insurance
Empower
systems to prepare and equip primary care Influencers
Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.
Encourage
Equip
Empower Already
Employ mass media communication and direct Screened
outreach through primary care providers,
specialists and insurance systems to motivate Oregonians
and empower already screened Oregonians to
tell their stories and encourage the people they
know to also be screened.
Encourage
Through conversations with their primary care Primary Care Not-Yet-
providers and specialists, as well as their Providers & Encourage Screened
already-screened peers—and with Specialists M/W 50+
encouragement and reinforcement from other
influencers (e.g., employers)—encourage not-
yet-screened Oregonians to be screened for
CRC.
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach
Media
Campaign
Equip
Provider Networks Other
Work through provider networks and insurance
& Insurance
Empower
systems to prepare and equip primary care Influencers
Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.
Encourage
Equip
Empower Already
Employ mass media communication and direct Screened
outreach through primary care providers,
specialists and insurance systems to motivate Oregonians
and empower already screened Oregonians to
tell their stories and encourage the people they
know to also be screened.
Encourage
Through conversations with their primary care Primary Care Not-Yet-
providers and specialists, as well as their Providers & Encourage Screened
already-screened peers—and with Specialists M/W 50+
encouragement and reinforcement from other
influencers (e.g., employers)—encourage not-
yet-screened Oregonians to be screened for
CRC.
Next Steps
• Implement pilot, evaluate
– Clatsop County
– Portland Metro
• Adjust five-year campaign strategy
based on pilot learnings
• Implement five-year campaign
