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IHN-CCO launching colorectal cancer screening campaign pilot


InterCommunity Health Network CCO (IHN-CCO) recently got funding to launch a campaign pilot aimed at increasing colorectal screening rates among IHN-CCO members in Benton, Lincoln and Linn counties. Colorectal cancer is the fourth most common cancer and the second leading cause of cancer deaths in Oregon (as of 2010). At the same time, colorectal cancer is preventable and routine screening can reduce deaths through early diagnosis and removal of pre-cancerous polyps.

Compared to national data, Oregon’s colorectal cancer incidence is below the national rate, but mortality is slightly above the national rate (as of 2011). In Oregon, 57 percent of all colorectal cancers are diagnosed at late stage (Oregon State Cancer Registry, 2010). Only one in five Latinos are screened (21 percent), the lowest among all racial/ethnic groups in Oregon (Oregon BRFSS, oversample, 2012). Native communities in Oregon also experience higher than average rates of colorectal cancer. In Linn, Benton, and Lincoln counties, overall screening rates are 61.2, 69.3, and 57.8 percent, respectively (BRFSS 2008-2011). Among Oregon CCOs, however, less than 15 percent of adult patients received colorectal screening in 2013.

The pilot’s long-term goal is to change community norms and expectations related to screening and create enthusiasm for and reduce barriers to screening among those who otherwise might not be reached through more conventional clinical screening strategies.
This project will partner closely with public health and federally qualified Community and Tribal Health Centers and other safety net clinics across the tri-county region. These clinics serve patient populations with historically low baseline colorectal cancer screening rates (e.g., low income, uninsured, limited English proficiency, migrant and seasonal farm workers, homelessness, and public housing residents). Fecal immunochemical test (FIT)) test outreach and dissemination sites will be prioritized in Lincoln County and through clinics either piloting or with current capacity to use traditional health workers/health navigators.

The pilot is informed by Oregon Health Authority’s (OHA) 2012 colorectal cancer screening (CRS) campaign called “The cancer you can prevent.” The campaign will recruit already screened patients to serve as local champions in encouraging people within their social networks to also get screened. By June 2015, this pilot will adapt and implement OHA’s colorectal screening media campaign, reaching 80 percent of IHN-CCO CRS eligible members, in the three-county region.

For more information, review the Colorectal Cancer Screening CCO Incentive Measure.