The pros and cons of a mass-media colorectal screening program

Saint John's Hospital Cancer Center attempted an extensive colorectal screening project encompassing some 34,000 square miles with a population of 13,000,000. Even though our response was encouraging, it still fell far short of expected participants. We found the media played an invaluable role; for as the television coverage diminished, so did the number of kits returned for processing. We wonder if, perhaps, we spread ourselves "too thin." Perhaps the screening program should be more regionally based among community hospitals? Should our targeting be re-directed; ie., towards retirement communities and homes? Is the use of colorectal screening kits truly a cost-effective method of healthcare delivery? These questions can only be answered through further participation of community cancer centers nationally. It is our hope that through continued testing, screening programs will become more refined and productive, ensuring the highest standards of medical care provided to our communities.