Colorectal Cancer Public Education: A Five Year …...Colorectal Cancer Public Education: A Five...

Colorectal Cancer Public Education:

A Five Year Review Angela McFall, M.S.

Cancer Prevention and Control Section Michigan Department of Health and Human Services

May 12, 2015

All slides in this presentation are the property of the presenter. Please do not duplicate slides without the written permission of the presenter.

Overview • Inter-tribal Council/Prevent Cancer Super Colon™

• ACCESS

• Research to Reality (R2R) Mentorship Project

• Make it Your Own (MIYO)

• CRC Public Education

Campaigns • 5 year overview

• 2015 Campaign

Inter-Tribal Council Evidence Based Approaches: • Patient Reminders • Provider Reminders • Clinical Guidelines • Community Educational Media

• Prevent Cancer Super Colon™ Exhibit

Super Colon™ Results • Over 1,000 community members toured the

Prevent Cancer Super Colon™ Exhibit • Media included Radio, Television, Newspapers,

Fact Sheets and Flyers • Reached target age group: 50+

20-30 30-40 40-50 50-60 60-70 70+

Survey Results • Did touring the Exhibit increase your knowledge of

colon cancer?

• Do you intend to make any lifestyle changes?

Not At All

Somewhat

Very Much

Not At All

Somewhat

Very Much

Survey Results • Did you know that a family history of colon cancer can

increase your risk?

• Would you recommend this Exhibit to others?

Yes No Don't Know

Not At All Somewhat Very Much

ACCESS • Conducted 27 outreach events and reached 618 clients

• Distributed over 2,000 brochures at major community events

• Aired radio PSA’s • MEA TV is in 130,000 households in metro Detroit area

(approximately 550,000 viewers) • Drive time Radio has 300,000 Listeners

• Aired broadcast on Arabic television

• Printed announcements in local newspapers

ACCESS • Fifty FIT screenings offered free by Detroit

Medical Center • 74 clients screened (42 women, 7 with

insurance & 32 men 17 with insurance) • Two insured clients with positive results,

referred through our ACCESS clinic

Research to Reality (R2R) • Online community of practice (coordinated by the

National Cancer Institute) linking cancer control practitioners and researchers, providing opportunities for discussion, learning, and enhanced collaboration on moving research into practice.

• Mentorship Program - Purpose is to build the capacity of cancer control practitioners to effectively navigate the complex, "real world" context in which evidence-based decision making occurs.

R2R Mentorship Project • Implement an evidenced based client

reminder intervention to increase CRC Screening within an organization

• Collect data at designated times post-intervention to determine if there is an increase in CRC screening rates • Baseline • 3-months • 6-months

Project Implementation •Timeline implementation delays

• IRB approval

•Pilot site

•Revise work plan

Project Implementation • Approached 8 MCC Challenge organizations

• HealthPlus (HP), a Michigan based healthcare insurance company was interested

• First meeting: HP Headquarters • Key players • Reviewed/shared sample client reminder cards

Project Implementation •MIYO lets the user create CRC educational resources that are targeted to the populations they serve

•HP was able to develop the reminder postcards material to meet their needs and include HP branding All slides in this presentation are the property of the presenter. Please do not duplicate slides without the written permission of the presenter.

Project Implementation • HP ran baseline Current Procedural Terminology (CPT) codes to determine those employees that did not meet 2011 HEDIS measures

• HP created a client reminder card using MIYO

• There was a slight timeline delay due to approval HP needed to obtain from their legal, marketing, and management teams before printing the card

Project Implementation

•Printed postcards were shipped to HP

•MDCH provided postage

•The postcards were mailed to 94 employees & their spouses in July 2012

Intervention

Results •3-month post-intervention: 4% increase in screening

•6-month post intervention: Additional 11% increase in screening

•Total increase in screening = 15%

Publications • Implementing a Client Reminder Intervention for

Colorectal Cancer Screening at a Health Insurance Worksite

• http://www.pubfacts.com/detail/24524424/Implementing-a-client-reminder-intervention-for-colorectal-cancer-screening-at-a-health-insurance-wo

CRC & MIYO • Received $1,000 toward printing MIYO materials

• Discussed how to best use MIYO to the benefit of the

screening program, given differences in target population needs (rural, urban, minorities)

• Decided to share the money across agencies

• www.miyoworks.org

MCRCEDP and MIYO

Barry-Eaton District Health Department

Public Health-Muskegon County

Huron County Health

Department

MIYO • Michigan used all money received

• Received additional funds because of

extensive use of the system

MIYO • Breast and Cervical Platforms added to

• HPV is coming this year

• Michigan is top user of MIYO in the country.

Public Education Campaigns Year One August-September 2010 Paid Statewide Radio Year Two July/Aug 2011 paid statewide radio including

Marquette Year Two March/April 2012 Paid statewide radio including

Hispanic PSA Year Two March/April 2012 Detroit Year Three March 2013 Radio and TV MAB Year Three May 2013 Radio and TV MAB Year Three March 2013 Hispanic Radio Year Four March 2014 Radio and TV MAB Year Four April 2014 Radio and TV MAB Year Four June 2014 Radio and TV MAB Year Five March/April 2015 Radio and TV MAB Year Five *June 2015 – Comprehensive Media Campaign*

Public Education Campaigns

• Radio and TV PSA – Screen for Life Campaign

• Used in conjunction with small media

June 2015 Comprehensive Public Education Campaign

• Campaign Objective: Encourage men 50+ to get screened for colorectal cancer

• Demographic Target: 50+ and the loved ones of men 50+

• Geographic Target: Statewide

June 2015 Comprehensive Public Education Campaign • Media • Detroit Tigers LED Ribbon Signage • Tigers Radio Statewide • Detroit Radio • Digital – Google display • Facebook

Questions?

Colorectal Cancer Public Education: A Five Year …...Colorectal Cancer Public Education: A Five...

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