Using client reminders to increase colorectal cancer screening in Montana, 2012

Area of Science:

• Public Health
• Cancer Prevention
• Health Communication

Background:

• Colorectal cancer (CRC) remains a leading cause of cancer death in the U.S.
• Early detection through CRC screening significantly improves patient outcomes.
• Low CRC screening participation rates necessitate targeted intervention strategies.

Purpose of the Study:

• To evaluate the effectiveness of a postcard campaign in increasing CRC screening participation among health-insured Montanans.
• To assess the impact of sending one versus two postcards on campaign recall.
• To inform future public health initiatives aimed at boosting CRC screening rates.

Main Methods:

• A postcard campaign was implemented targeting 1,011 individuals insured through a partnering association health organization (AHO).
• Participants were randomized to receive either one or two postcards.
• Campaign recall was assessed to compare the effectiveness of different mailing frequencies.

Main Results:

• Individuals receiving two postcards were 2.3 times more likely to recall the campaign compared to those receiving one.
• Women demonstrated a 60% higher likelihood of recalling the postcards than men.
• The study highlights the impact of message frequency and demographic factors on intervention recall.

Conclusions:

• Collaborative efforts between public health programs and health organizations can facilitate the implementation of evidence-based screening interventions.
• A multi-contact postcard strategy appears promising for enhancing CRC screening awareness.
• The Montana Cancer Control Programs plans to expand this approach to other AHOs to further evaluate CRC screening participation.