Insure Me Cancer Free: An Intervention Utilizing a Dynamic Communication Model

Area of Science:

• Public Health
• Health Communication
• Cancer Prevention

Background:

• Appalachian West Virginia has medically underserved populations with low cancer screening rates.
• Effective interventions are needed to increase breast and colorectal cancer screening in these communities.

Purpose of the Study:

• To examine the impact of an insurance company-based intervention using a Dynamic Communication Model.
• To increase breast and colorectal cancer screening rates in a medically underserved population.

Main Methods:

• Developed and mailed letters and a website to patients needing screening.
• Provided telephonic case management counseling to participants needing screening after 6 months.
• Assessed screening rates at baseline, 6 months, and 12 months; conducted final interviews.

Main Results:

• The initial letter/website intervention had minimal impact on screening rates.
• Telephonic case management counseling was well-received, with participants appreciating the personalized approach.
• Screening numbers increased following counseling (breast: n=39; colon: n=18).

Conclusions:

• A theoretically-driven, case management counseling intervention shows potential to increase cancer screening.
• This approach is particularly promising for rural, medically underserved populations.
• Personalized communication and education are key to improving cancer screening adherence.