Increasing Screening for Colorectal Cancer in Oregon

1. Increasing Screening for Colorectal Cancer in Oregon Applying Research to a Social Marketing Campaign Presented at OPHA, October 19, 2010 By Jennifer Messenger Heilbronner

2. 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

3. Summary: Increasing Colorectal Cancer Screening • Motivators • Provider referral • Personal testimonial • Conversation and dialogue • Message: • Preventive • #2 cancer killer • Easy procedure • Men and women • No symptoms • Different options/prices Recommendations Use a social marketing approach Engage providers &consumers Lower the cost Normalize the topic Mobilize messengers Barriers Cost (perceived and actual) Lack of information Lack of access Early Results In-depth dialogue in focus groups already causedshifts in behavior. GOAL: 80% of Oregonians age 50+ are screened.

4. Equip Not-Yet-Screened M/W 50+ Media Campaign Equip Work through provider networks and insurance systems to prepare and equipprimary care 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. Provider Networks & Insurance Systems Primary Care Providers & Specialists

5. Not-Yet-Screened M/W 50+ Media Campaign Equip Work through provider networks and insurance systems to prepare and equip primary care 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. Empower Employ mass media communication and direct outreach through primary care providers, specialists and insurance systems to motivate and empoweralready screened Oregonians to tell their stories and encourage the people they know to also be screened. Provider Networks & Insurance Systems Empower Empower Already Screened Oregonians Equip Empower Primary Care Providers & Specialists

6. Encourage Not-Yet-Screened M/W 50+ Media Campaign Equip Work through provider networks and insurance systems to prepare and equip primary care 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. Empower Employ mass media communication and direct outreach through primary care providers, specialists and insurance systems to motivate and empoweralready screened Oregonians to tell their stories and encourage the people they know to also be screened. Encourage Through conversations with their primary care providers and specialists, as well as their already-screened peers—and with encouragement and reinforcement from other influencers (e.g., employers)—encourage not-yet-screened Oregonians to be screened for CRC. Provider Networks & Insurance Systems Empower Other Influencers Empower Already Screened Oregonians Equip Encourage Empower Primary Care Providers & Specialists Encourage

7. Equip Encourage Not-Yet-Screened M/W 50+ Media Campaign Equip Work through provider networks and insurance systems to prepare and equipprimary care 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. Empower Employ mass media communication and direct outreach through primary care providers, specialists and insurance systems to motivate and empoweralready screened Oregonians to tell their stories and encourage the people they know to also be screened. Encourage Through conversations with their primary care providers and specialists, as well as their already-screened peers—and with encouragement and reinforcement from other influencers (e.g., employers)—encourage not-yet-screened Oregonians to be screened for CRC. Provider Networks & Insurance Systems Empower Empower Other Influencers Already Screened Oregonians Encourage Empower Primary Care Providers & Specialists Encourage

8. Next Steps • Implement pilot, evaluate • Clatsop County • Portland Metro • Adjust five-year campaign strategy based on pilot learnings • Implement five-year campaign