September 28, 2009
Initiative focuses on potentially lifesaving screening for colorectal cancer
Colonoscopy. It could save you in the end.
It’s a simple message, and a clever one. ThedaCare, however, is also counting on it being a lifesaving message as the community-owned health care organization this week launches a new and edgy colorectal cancer awareness initiative in the Fox Cities.
Along with the clear message, there’s also a very clear reason for the effort, according to Sharon Hanks, ThedaCare’s director of provider relations. “Screening colonoscopies have helped make colorectal cancer one of the most preventable cancers, so there truly is no good excuse not to get one.”
It’s that word ‘excuse’ that is at the center of this latest community awareness initiative for ThedaCare. To acknowledge the many excuses people give in putting off a colonoscopy, ThedaCare has created a fast-talking, somewhat shady character named Pauly Polyp to urge residents of the Fox Cities to come up with their own laundry list of excuses at a new Web site, www.idontwantacolonoscopy.com. As a potentially cancerous polyp, Pauly’s fiendish scheme is all about keeping patients from scheduling their colonoscopy. His shifty excuses, however, are overwhelmingly debunked by the facts provided by ThedaCare as part of the awareness campaign.
Hanks said the awareness initiative has two straightforward goals: To get many more people age 50-75 in the Fox Cities to schedule their colonoscopies and to get those younger than 50 to encourage their family and friends to do so.
Despite the availability and effectiveness of the colonoscopy procedure, which is covered by insurance in most cases, only 37 percent of colorectal cancer is diagnosed at an early stage nationally, Hanks noted, mainly because people avoid or put off their colonoscopies. “There is definitely an opportunity for us to make a real difference here,” said Hanks. “Through the initiative, we are letting people know they simply need to weigh the facts. A half-day of prep and one day for a simple outpatient procedure versus, if cancer develops, a serious surgical procedure and months of chemotherapy.”
According to Laurie Pagel of the American Cancer Society, ThedaCare has the right idea in developing a more interactive approach to reach those who haven’t been proactive in scheduling a colonoscopy. “Their idea of encouraging social interaction among friends and family members in a more creative and non-threatening way, with the idea of initiating action, is right on,” Pagel said.
The awareness initiative will employ direct mail and email cards as well as sidewalk graphics, posters and signage at ThedaCare’s Fox Cities clinics and hospitals – Appleton Medical Center and Theda Clark Medical Center. The public can participate in the initiative through the special Web site or by following on Facebook and Twitter. On the Web site, visitors can access the 12 e-cards that each have a message about colonoscopies and can be forwarded to family and friends. Visitors can also interact with Pauly by including their not-so-legitimate excuse.
The Web site also provides information about preparing for a colonoscopy and the procedure itself. To schedule a colonoscopy, patients should ask their primary care provider for a referral, register for one through the Web site, or call 1-866-547-5677.
Because of its largely preventable nature, colorectal cancer and the colonoscopy procedure together become a community health issue. “If effective with our campaign, the facts show us we can save lives while also saving overall health care costs within our community,” Hanks said.
The colonoscopy awareness initiative is scheduled to continue through the end of the year.
ThedaCare (www.thedacare.org) is a community-owned health system consisting of Appleton Medical Center, Theda Clark Medical Center, New London Family Medical Center, Riverside Medical Center in Waupaca, ThedaCare Physicians, and other health care services. ThedaCare is the largest employer in Northeast Wisconsin with nearly 5,400 employees.
For more information, media may contact: Dave Willems, Willems Marketing, 920-419-3550 (mobile); Lori Van Handel, Willems Marketing, 920-831-6580; or Megan Wilcox (megan.wilcox@thedacare.org), corporate and public relations specialist for ThedaCare, at (920) 830-5847, or pager (920) 554-0730.