Targeted Messaging to Increase Preventive Colorectal Cancer Health Screenings
Colorectal cancer is one of the leading causes of death from cancer. Despite public health campaigns and current patient engagement initiatives, 35% of eligible adults forego colon cancer screenings due to ineffective messaging. The University of Pennsylvania Health System (UPHS), in collaboration with Mind Genomics Advisors, developed an actionable medical communication tool that promotes healthy patient behavior through personalized messaging, based on individual mindsets. This targeted communication with patients whose colorectal screening was not current, demonstrated significant increases in colonoscopy scheduling and completion rates over usual care. Applying a science-based, targeted messaging tool increases screening outcomes, reduces a patient’s risk of death and saves the per-patient cost of $250,000 to treat this disease. The value-based healthcare delivery model must be managed with precision. Improved messaging and patient engagement will improve population health while mitigating provider financial risk.