Consumer decision making: Motivators of and barriers to colon cancer screening among the Medicare population

Although Medicare covers various colon cancer screenings tests, many beneficiaries do not take advantage of this potentially life-saving benefit. The present study was designed to investigate beneficiary attitudes, knowledge, and behaviors about colon cancer screening; evaluate motivational messages to encourage higher utilization rates; and identify communication strategies to motivate seniors to make informed decisions about screening. The study specifically sought to evaluate whether or not existing insight to barriers and motivation to adoption of colon cancer screening among 50-64 year-olds could be applied to the 65+ population.  Notably, this study evaluated how theoretical models and communications campaigns applied to younter audiences were relevant to Medicare beneficiaries age 65+.  Following a thorough literature review, Aeffect, Inc. conducted 59 semi-structured in-person interviews in Baltimore and Las Vegas in 2006 with Medicare seniors. Respondents reflected a mix of screened and non-screened seniors from a range of socio-demographic backgrounds. Research revealed that main barriers to screening include lack of awareness of the risk of colon cancer and screening tests and lack of physician recommendation. Unlike younger adults, few seniors over 65 perceive colonoscopy to be painful or embarrassing. Most successful messages were those that are knowledge-based or position screening as something to help them manage their overall health. The present research gives insight into the types of messages and approaches that might be considered in interventions and programs to educate and motive adults 65 and older regarding colon cancer screening.