La Prueba de Detección de Cáncer Colorrectal: A Content Analysis of Colorectal Cancer Print Materials Targeted at Latino Audiences

The U.S. Hispanic population suffers from one of the lowest colorectal cancer (CRC) screening rates, is more likely to be diagnosed in an advanced CRC stage, and many have limited access to care. Research has indicated that print materials are among the preferred sources for uninsured Hispanics to seek health information. A deductive content analysis of CRC print materials, guided by social cognitive theory, was employed using a previously established rubric. Items were retrieved through Internet searches and had to be (a) written in Spanish (b) intended for patient use, and (c) contain information about CRC. The resulting materials (N = 18) came from federal agencies, non-profit organizations, and websites that provide cancer materials. Materials were independently coded by two individuals fluent in Spanish. Average SMOG readability score was 8.5.The use of stylistic elements varied: definitions (9); theory (5); key points (11), headers (15); and illustrations (9). Cultural content specific to Hispanics appeared in half or fewer items: familismo (8), personalismo (8), respeto (7), and confianza (9). Few items (4) addressed resources for uninsured patients. Four items had components of self-efficacy. Materials are available for Spanish speakers regarding CRC screening. However, these appear to be written at a high literacy level and may be inappropriate for this target group. Information to facilitate free or low cost screening is absent which may contribute to decreased CRC screening in this population.