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Transcript of A National Perspective on Comprehensive Cancer Control 2007 Iowa Cancer Summit November 27, 2007 Tom...
A National Perspective on A National Perspective on Comprehensive Cancer ControlComprehensive Cancer Control
2007 Iowa Cancer Summit2007 Iowa Cancer Summit
November 27, 2007November 27, 2007Tom KeanTom Kean
TodayToday
• C-Change Overview• CCC – How Far We have Come• The National Partners for CCC• CCC – What’s Next?• C-Change Strategic Initiatives• The Bottom Line
C-Change is A Unique Group of Cancer
Leaders from
PrivatePublic
Not-for-profit
and Spanning Cancer Disciplines
ResearchPrevention
Early Detection Treatment
Quality of Life
C-Change Mission
The mission of C-Change is to leverage the combined expertise and resources of its Members to eliminate cancer as a public
health problem at the earliest possible time.
2007 C-Change Leadership
President George H.W. and
Mrs. Barbara BushThe Office of George H.W. Bush
Honorary Chairs
The Honorable Dianne FeinsteinU.S. Senate
Honorary Vice Chair
2007 C-Change Executive Committee
LaSalle D. Leffall, Jr., MD, FACSCharles R. Drew Professor of Surgery
Howard University Cancer CenterChair
James Marks, MD, MPHSenior Vice President & Director, Health Group
The Robert Wood Johnson Foundation Vice Chair
John R. Seffrin, PhDChief Executive Officer
American Cancer Society Treasurer
Cheryl G. Healton, DrPH, MPAPresident & CEO
American Legacy FoundationSecretary
2007 Board of Directors
Dileep G. Bal, MD, MPHState of Hawaii
Anna D. Barker, PhDNational Cancer Institute
Marguerite Baxter, RN, MNNovartis Vaccines and Diagnostics, Inc.
Robert L. Comis, MDCoalition of Cancer Cooperative Groups
Peggy Conlon Ad Council
Gregory Curt, MDAstraZeneca Pharmaceuticals
Harold P. Freeman, MDRalph Lauren Center for Cancer Care & Prevention
Robert A. Ingram GlaxoSmithKline
John E. Niederhuber, MD National Cancer Institute
Gary M. Reedy Johnson & Johnson
Armin Weinberg, PhDIntercultural Cancer Council
William Winkenwerder, MD, MBAFormerly - U.S. Department of Defense
Governor Bob WiseAlliance for ExcellentEducation
Liaison Member Jean Becker Office of George H.W. Bush
Ex-Officio Thomas Kean, MPHC-Change
C-Change – Value-Added C-Change – Value-Added PropositionProposition
• All C-Change activities:– Have three sector involvement– Either:
Address areas where others are not working; or
Address opportunities where collaboration will greatly accelerate action
C-Change Strategic InitiativesC-Change Strategic Initiatives
• Three areas of focus– The national investment in research– Access to quality cancer care– Supporting states, tribes and territories
in CCC planning and implementation
Comprehensive Cancer Comprehensive Cancer Control – How Far We Have Control – How Far We Have
ComeCome
How Far We Have ComeHow Far We Have Come
• In less than a decade:– From a concept– To demonstration projects– To planning grants– To implementation grants– Beginning to see intermediate
successes and some early outcomes
In 1999, A handful of states In 1999, A handful of states had cancer plans; most of had cancer plans; most of
those focused on state those focused on state agenciesagencies
2001 National Comprehensive Cancer Control2001 National Comprehensive Cancer ControlStatus of Cancer PlansStatus of Cancer Plans
CA
ID
NM
TX
OK
NE
SD
ND
MN
WI
IL
KYVA
NC
GAALMS
LA
MI
PA
NYCT
MA
VTNH
ME
TN
SC
AZ
NV
MT
WY
CO
UT
IA
MO
AR
KS
IN
WV
FL
NJ
Updating or Creating New PlanCurrent Plan
OR
Northwest Portland Area Indian Health Board
AK
HI
MDDE
RI
DC
WA
OH
CA
ID
NM
TX
OK
NE
SD
ND
MN
WI
ILOH
KYVA
NC
GAALMS
LA
MI
PA
NYCT
MA
VTNH
ME
TN
SC
OR
NV
MT
WY
CO
UT
IA
MO
AR
KS
IN
WV
FL
NJ
2007 National Comprehensive Cancer Control2007 National Comprehensive Cancer ControlStatus of Cancer PlansStatus of Cancer Plans
Updating or Creating New PlanCurrent Plan
OR
Northwest Portland Area Indian Health Board
South Puget Intertribal Planning Agency
Cherokee Nation
Fond Du Lac Reservation
Aberdeen Area Tribal Chairmen’s Health Board
AK
Alaska Native Tribal Health Consortium
HI
National Comprehensive Cancer Control ProgramDivision of Cancer Prevention and ControlNational Center for Chronic Disease Prevention and Health PromotionCoordinating Center for Health PromotionJuly 2007
National Comprehensive Cancer Control ProgramDivision of Cancer Prevention and ControlNational Center for Chronic Disease Prevention and Health PromotionCoordinating Center for Health PromotionJuly 2007
MDDE
RI
DC
WA
AMERICAN SAMOA
FEDERATED STATES OF MICRONESIA
GUAM
COMMONWEALTH OF THE NORTHERN MARIANA ISLANDS
PUERTO RICO
REPUBLIC OF THE MARSHALL ISLANDS
REPUBLIC OF PALAU
U.S. VIRGIN ISLANDS
AZTohono O’Odham Nation
NCI
NACCHO
ICC
LAF
CDD
ACOS
NAACCR
C-Change
CDC
ACS
CCCPartners
National Partners for CCCNational Partners for CCC
Cancer Control LeadershipCancer Control Leadership
• Phase I – Organizing to plan• Phase II – Planning and some
implementation• Phase III – Content specific
implementation
Phase IVPhase IV
• Systems and policy change• Resourcing• Moving implementation to the local level• National Partner strategy and
communications
CCC – What’s NextCCC – What’s Next
• In individual states, tribes, & territories– Increasing efforts towards
implementation of priorities• As a movement
– Sharing implementation ideas/lessons– Mutual problem solving
• As a nation– Health system changes
Selected C-Change Activities of Selected C-Change Activities of Relevance to CCC CoalitionsRelevance to CCC Coalitions
• Patient Navigation• Common Prevention and Early Detection
Messaging• Making the Business Case for Cancer
Prevention and Early Detection• State CCC Chairs Policy Forum – 2008• Non-Oncology Workforce Development
Patient NavigationPatient Navigation
Patient NavigationPatient Navigation
• Promotion of patient navigation toolkit• Promotion through national organizations• Workshops• Promotion through state coalitions
Common Messaging for Common Messaging for Cancer Prevention and Early Cancer Prevention and Early
DetectionDetection
The NeedThe Need
• Cluttered media environment
• Conflicting messages
• Overwhelmed consumer
Program ObjectivesProgram Objectives
• Communicate clear, consistent, research-based messages
– Use existing marketing channels
• Measure progress by tracking changes in key attitudes and behaviors
Communications FocusCommunications Focus
• Strategic focus around 4 key behaviors
– Physical Activity– Nutrition– Smoking Cessation– Screening
Consumer ResearchConsumer Research
• Qualitative focus groups conducted– Chicago– Denver– Richmond
• Multiple audiences– 24 to 55 yrs.– Caucasian, African American, Hispanic
• “Prevention” is a difficult proposition
• But “Reduction of Risk” has merit
• Small changes to improve odds is empowering
DiscoveriesDiscoveries
Message Platform ExampleMessage Platform Example
Related VisualsRelated Visuals
Tag LineTag Line
• NOW YOU KNOW;• NOW YOU CAN
• Messages & creative are effective
– Over 90% found message believable and important
– 69% felt confident they could change their behavior after seeing message
– 90% reported visuals as attention-getting
Message TestingMessage Testing
Delivering the MessagesDelivering the Messages
• Not a new advertising campaign
• C-Change members promote messages through their own programs
– Websites– Brochures– Advertising– Newsletters
• Flexible implementation
Making the Business Case for Making the Business Case for Cancer Prevention and Early Cancer Prevention and Early
DetectionDetection
TargetTarget
Speak Directly to Decision Makers
• Chief Executive Officers• Human Resources Directors• Benefits Managers
EvidenceEvidence
Investment in Prevention & Early Detection Makes Financial Sense
• Data shows that an investment of $2.95 per member per month to cover breast, colorectal and cervical cancer screening could yield savings of up to $3.75 per member per month.
Source: Milliman Report
Public Relations ProgramPublic Relations Program
• Launch the program at:
Health Benefits Conference and Expo America’s Health Insurance Plans Annual
Meeting Healthcare Management Conference International Society of Certified Employees
Employee Benefits Symposium Annual Employee Benefits Conference
Media Outreach & Media Outreach & RelationsRelations
• Generate “Business Case” news in publications read by target audiences
– CEO Magazine– Business and Legal Reports – US News & World Reports– National Underwriter– Business Insurance
– Newsweek– Parade– HR Magazine– Washington Post– Employee Benefits
What Employers Can DoWhat Employers Can Do
Consider becoming a CEO Cancer Gold Standard ® Accredited company
Tobacco Use Diet and Nutrition Physical Activity Screening and Early Detection Access to Quality Treatment and Clinical Trials
State CCC Chairs Policy State CCC Chairs Policy ForumForum
State CCC Chairs Policy State CCC Chairs Policy ForumForum
• Spring 2008• Focus on:
– Identifying several policy issues of common interest
– Identifying support needs– Roll-out of national partner cancer
control programs applicable to state CCC coalitions
Non-Oncology Workforce Non-Oncology Workforce DevelopmentDevelopment
Non-Oncology Workforce Non-Oncology Workforce DevelopmentDevelopment
• Development of Core Competencies• Pilot Test – 4 sites• National Rollout
• National Cancer Policy Forum– Synergistic with ASCO and ONS
The Bottom LineThe Bottom Line
Thank YouThank You
Contact Information:Contact Information:
Tom KeanTom Kean
202-756-1392202-756-1392303-721-7155303-721-7155
[email protected]@c-changetogether.orgwww.c-changetogether.orgwww.c-changetogether.org