Drive Volume: Beware of the Not So Low Hanging Fruit
Screenings are one way of driving volume. They are also an easy way for pre-episode patients to find your health system. However, not all screening campaigns will produce the same results.
Let’s take colorectal cancer for example. According to The Centers for Disease Control and Prevention (CDC) cancer statistics:
- Colorectal cancer (14.6): Third among women of all races and Hispanic origin populations.
- Colorectal cancer (21.0): Third among men of all races and Hispanic origin populations.
When colorectal cancer is found early and treated, the 5-year relative survival rate is 90%. Because screening rates are low, less than 40% of colorectal cancers are found early.
This should be a slam dunk volume driver. However, screening campaigns targeted at men generally don’t produce half the results of a screening campaign targeting women. The statistics point to this low rate of screening.
The Centers for Disease Control and Prevention (CDC) use their resources to promote screenings such as these public service announcements (PSA) on YouTube.
These spots are good because the focus on the personal call to action or plea. However, the celebrity endorsement creates a barrier to the personal approach and is unlikely to motive a man to take action. Check out this spot and see what you think: “Your Wakeup Call”
Idea: Use a sports star or more relatable messenger to Middle America.