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Updated: Aug 14, 2026
Establishment of a Clinic-based Biorepository
Published on: May 29, 2017
The use of targeted and non-targeted advertising to enrich skin cancer screening samples
P Katris1, R J Donovan, B N Gray
1Lions Cancer Institute, Perth, Western Australia.
Abstract:
The purpose of this study was to determine whether the risk factor profile of persons attending skin cancer screening clinics could be enriched by appropriate advertising prior to the screening events. Eleven screening clinics were held in eight rural and three suburban communities. Matched communities were randomly assigned to either a target or non-target condition. Targeted communities received an advertisement designed to attract high-risk individuals. The advertisement listed a number of risk factors and encouraged readers with one or more of the listed risk factors to attend the screening. Non-targeted communities received a general advertisement requesting individuals who felt they were at risk of skin cancer to attend the clinic. Risk factor profiles of all participants were measured on the factors listed in the targeted advertisement. The risk factor profiles of screenees and the referral rates for skin lesions requiring attention were significantly higher in the targeted communities than in the non-targeted communities. Lesions suspicious of malignant melanoma or Hutchinson's melanotic freckle also were higher, but not statistically significant, in the targeted communities. Population samples attending community-based skin cancer screening clinics can be enriched by appropriate targeted advertising prior to the screening events. This has important implications for determining the potential cost-effectiveness of population screening programmes.
Insights
Targeted advertising significantly increased the attendance of high-risk individuals at skin cancer screening events. This strategy enhances the risk factor profile of participants, improving screening program efficiency.
Area of Science:
- Dermatology
- Public Health
- Health Communication
Background:
- Skin cancer screening clinics aim to detect skin cancer early.
- Identifying high-risk individuals for screening is crucial for resource allocation.
- Current screening methods may not effectively reach at-risk populations.
Purpose of the Study:
- To evaluate if targeted advertising can enrich the risk factor profile of attendees at skin cancer screening clinics.
- To compare the effectiveness of targeted versus general advertising for skin cancer screening.
- To assess the impact of advertising on participant risk profiles and referral rates.
Main Methods:
- Conducted 11 skin cancer screening clinics in rural and suburban communities.
- Randomly assigned matched communities to targeted or non-targeted advertising conditions.
- Measured risk factor profiles and referral rates of all participants.
Main Results:
- Targeted advertising significantly increased the number of high-risk individuals attending screenings.
- Referral rates for skin lesions requiring attention were significantly higher in targeted communities.
- While not statistically significant, suspicious lesions for malignant melanoma were more frequent in targeted groups.
Conclusions:
- Targeted advertising effectively enriches population samples at community-based skin cancer screenings.
- This approach has significant implications for improving the cost-effectiveness of skin cancer screening programs.
- Strategic health communication can optimize public health interventions.
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