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. GOAL: 80% of Oregonians age 50+ are screened. Recommendations 1.Use a social marketing approach 2.Engage providers & consumers 3.Lower the cost 4.Normalize the topic 5.Mobilize messengers Early Results In-depth dialogue in focus groups already caused shifts in behavior. Motivators 1.Provider referral 2.Personal testimonial 3.Conversation and dialogue 4.Message: Preventive #2 cancer killer Easy procedure Men and women No symptoms Different options/ prices Barriers 1.Cost (perceived and actual) 2.Lack of information 3.Lack of access Summary: Increasing Colorectal Cancer Screening

4. Oregon Department of Human Services, HPCDP Section Colorectal Cancer Campaign Strategic Approach Media Campaign Provider Networks & Insurance Systems Not-Yet- Screened M/W 50+ 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. Primary Care Providers & Specialists

5. Oregon Department of Human Services, HPCDP Section Colorectal Cancer Campaign Strategic Approach Media Campaign Provider Networks & Insurance Systems Already Screened Oregonians Not-Yet- Screened M/W 50+ Equip Empower 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 empower already screened Oregonians to tell their stories and encourage the people they know to also be screened. Primary Care Providers & Specialists Empower

6. Oregon Department of Human Services, HPCDP Section Colorectal Cancer Campaign Strategic Approach Media Campaign Provider Networks & Insurance Systems Already Screened Oregonians Not-Yet- Screened M/W 50+ Encourage Equip Empower Encourage 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 empower already 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. Primary Care Providers & Specialists Empower Other Influencers

7. Oregon Department of Human Services, HPCDP Section Colorectal Cancer Campaign Strategic Approach Media Campaign Provider Networks & Insurance Systems Already Screened Oregonians Not-Yet- Screened M/W 50+ Encourage Equip Empower Encourage 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 empower already 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. Primary Care Providers & Specialists Empower Other Influencers

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