Tested Messages About Colorectal Cancer (CRC) Screening for Unscreened Audiences

Authors:

Mary Doroshenk (Presenter)
American Cancer Society

Public Health Statement: The study sought to understand barriers and perceptions about CRC with unscreened consumers and recommend strategies and culturally appropriate messaging to motivate priority audiences.

Purpose: The purpose of the market research was to understand the perceptions, barriers and recommendations for moving unscreened audiences to action.

Methods/Approach: The following research was conducted—

• An online study among a representative sample of 1,023 U.S. English-speaking adults 50 years of age or older in March, 2014.
• In-depth interviews conducted among 15 consumers (5 among Black/African American, 5 among White respondents and 5 among Hispanic respondents) in April–June, 2014.
• Message testing among a representative sample of 1,068 unscreened English-speaking adults 50 years of age or older in October, 2014.

Specific objectives of the research were to explore—

• Awareness of screening methods.
• Completion of colorectal screening.
• Rationale for being screened/not being screened.
• Identification of drivers to change behaviors and channels to communicate.

Additional focus groups were conducted in the fall of 2015 with unacculturated and bicultural Hispanic/Latinos.

Results: The findings pointed to several common barriers to screening—

• Affordability.
• Lack of symptoms.
• No family history of colon cancer.
• Perceptions about the unpleasantness of the test.
• Doctor did not recommend it.
• Priority of other health issues.

We used these barriers and other findings to develop profiles of three priority audiences: the insured rationalizer/procrastinator, the newly insured and the financially challenged. Futher, African Americans were identified as a priority audience because of their high incidence and mortality rates and Hispanic/Latinos were identified as a priority audience becuase of their low CRC screening rates. We used the research to develop and test several messages for the priority audiences, as well as messages developed specifically to reach Hispanic/Latinos.

Conclusions/Implications: Some of the key findings were—

• High awareness of screening tests.
• Competing health issues.
• Colonoscopies most used/recognized, but barrier for some.
• Affordability, rationalization/procrastination and fear top list of barriers.
• Physicians are the most trusted source of information.

The findings pointed to the need to replace logical/rational messages with emotionally motivating messages to compel action.