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Health Awareness:

Promoting Lung Cancer Screenings

November 19, 2019 Tami Weigold Category: BlogTags: lung cancer, lung screenings

Promoting Lung Cancer Screenings

My grandpa said, “I don’t need a test for that, I quit smoking a decade ago.” This was shortly before he was diagnosed with the lung cancer that took his life.

My dad, not wanting to worry anyone, said “It’s probably just pneumonia.” Days later he was diagnosed with the lung cancer that ended his life 12 weeks later.

The anecdotes are part of our family’s story and countless others. Yes, prevention is the best medicine, but it only works if actively pursued.

Take cancer screenings, for example. Mammograms and colonoscopies are a routine regular part of most health consumer’s journey. Along the way there are questions from providers about smoking history, but maybe not an actual screening.

Some people, like my dad, opt-out. They don’t want to know their risk for lung cancer. Others, like my grandpa, don’t know they need a screening because they quit smoking years ago. Many more assume they didn’t smoke enough cigarettes for enough years to be affected or qualify.

The criteria for a CT Lung Screening is complex. Specifically, insurance will only cover a low dose CT lung scan, without a co-pay, if the patient meets high-risk criteria:

  • Current smoker or quit within the past 15 years
  • 30 pack-year smoking history (e.g. 1 pack per day for 30 years, or 2 packs per day for 15 years, or 3 packs per day for 10 years)
  • Age 55–80 years old with private insurance or are 55–77 years old and have Medicare.

(Information provided by the American Lung Association)

According to the American Cancer Society, when caught early (Stage 1 or 2), the 5-year survival rate for lung cancer is 68-92 percent. At Stage 4, the survival rate drops below 10 percent. This significant difference is critical to invite past and current smokers to understand their risk and assess the need for routine screening. Both of the men in my life would have been covered by the screening test.

Keep in mind, Medicom Health’s Lung Cancer HRA is intended only for people who have NOT already been diagnosed with lung cancer. The results are based on widely accepted research from the U.S. Preventive Services Task Force, but are only accurate for the intended audience. At the end of the assessment, users are stratified to one of the following for specific nurturing and lead follow-up:

  • Screening May Be Recommended
  • Not Currently Recommended
  • Discuss Screening Options at Age 55
  • Discuss Screening Options with a Doctor
  • Not Recommended Due to Age
  • Former Smoker—Not Recommended
  • Never Smoker—Not Recommended

If you’re currently using the Lung Cancer HRA in your marketing campaigns mix, now is an excellent time to review CTAs and email follow-ups to make sure they are meeting the needs of the consumer and the health system. Check targeting to verify that those with the proper smoking history are the audience. Do not market to individuals who have quit more than 15 years ago or are under age 55.

If the Lung Cancer HRA is not in use for your health system, consider the community benefit of such a tool. This HRA can be up and running on site in as little as a day. Now is the time to lock in pricing and get it ready for those 2020 Resolutions to “Quit Smoking!”

Tami Weigold

Director of Client Success

Tami has been in the healthcare marketing space for nearly two decades – working in both large hospital systems and independent medical groups. The majority of her career was spent in San Diego, leading marketing and communications efforts for both Sharp Healthcare and Palomar Health. With a hefty focus on CRM, ROI analysis and the patient experience, Tami was an early adopter of digital technology.

After a recent move to Connecticut, with her husband Justin and children Molly and Max, Tami is excited to join the Client Success team at Medicom Health and looks to be a valued strategic resource to her clients.

More by Tami Weigold

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