A Targeted Campaign Boosts Lung Cancer Screenings at Trinity Michigan

Bradley Wensel, EVP and chief customer officer, Healthgrades

“When it became clear in March 2020 that the coronavirus outbreak in the U.S. had reached pandemic heights, federal health officials and cancer societies urged Americans to delay routine cancer screenings,” says Bradley Wensel, EVP and chief customer officer at Healthgrades.

“Providers and consumers heeded those recommendations, which led to an abrupt drop in screenings, but cancer doesn’t care about the pandemic. And while cancer screenings have resumed, they are still well below historical levels.”

Here’s an excerpt from Wensel’s new article about encouraging patients to return for these important checks:

Even before the pandemic hit, Trinity Michigan needed a way to engage people in their community at risk of lung cancer and catch it when it is still treatable. Past efforts to identify smokers who needed a low dose computed tomography (LDCT) scan using a standard HRA had yielded too many unqualified leads.

Using the Hg Mercury CRM and clinical propensity models, Trinity Michigan identified people in its market most likely to need pulmonology services and launched a campaign with varied copy and creative based on age, lifestyle, and other consumer insights.

Recipients can take the assessment online or click to call a contact center agent well versed in the program. Upon completion they receive their score, placing them at a low, moderate, or high risk of lung cancer. Low-score patients are encouraged to quit smoking, if applicable, and to continue to follow up with their primary care provider, while high-score patients receive a call from a clinical navigator, who encourages them to schedule an LDCT scan right away.

In the last 24 months of the lung cancer screen program, more than 2,300 people have responded to the program, and more than 250 of those responders had a pulmonology or oncology encounter. Not only is volume up, but thanks to the more rigorous assessment tool, pulmonologists and clinical navigators see only high-risk individuals who need LDCT scans, which has improved efficiencies.

Read the full article and learn more:

Reduce Late-Stage Cancer Detection by Re-engaging Patients in Routine Screenings Now

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Matt Humphrey
President