In this evaluation, 3 different versions of mailers promoting annual mammograms are being sent to women on the month of their 50th and 64th birthdays. The researchers hypothesize that the use of behavioral nudges in the mailers should lead to increased uptake in mammogram screening.
Mammogram screening for women, starting at age 50, can significantly reduce the risk of complications due to breast cancer. As part of an existing outreach campaign, the health system mails a postcard and small gift (pink socks) to women on the month of their 50th and 64th birthdays to promote annual mammogram screening. The researchers are evaluating two new versions of the mailers against a standard mailer to see which version leads to greater uptake in mammograms. The new mailers have content that applies behavioral nudge theory - specifically, loss frames and fear appeals - to encourage taking action. One of the two new versions does not include the small gift, to test whether its inclusion or exclusion has any effect on mammogram screening.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
SCREENING
Masking
DOUBLE
Enrollment
1,342
The postcard includes appeals to get annual mammograms and provides information for ordering a mammogram.
Pink socks are included in the mailer. The gift increases salience of the mailer and it potentially promotes reciprocation from the recipient in the form of ordering a mammogram.
The postcard is enhanced with language that frames the situation in terms of losses. It also uses fear appeals by stating the risks of breast cancer, while also stating that a mammogram screening is an accessible way to address those risks.
Geisinger
Danville, Pennsylvania, United States
Mammogram Completion at 6 months (2020)
Binary variable indicating whether a mammogram was completed
Time frame: 6 months from intervention start date
Mammogram Completion at 12 months (2020)
Binary variable indicating whether a mammogram was completed (a longer time frame allows for late responses)
Time frame: 12 months from intervention start date
Primary Care Provider Visits at 6 months (2020)
Number of visits (proxy for increased preventative health care)
Time frame: 6 months from intervention start date
Primary Care Provider Visits at 12 months (2020)
Number of visits (proxy for increased preventative health care)
Time frame: 12 months from intervention start date
Obstetrician-Gynecologist Visits at 6 months (2020)
Number of visits (proxy for increased preventative health care)
Time frame: 6 months from intervention start date
Obstetrician-Gynecologist Visits at 12 months (2020)
Number of visits (proxy for increased preventative health care)
Time frame: 12 months from intervention start date
Breast Cancer Diagnosis at 6 months (2020)
Binary variable indicating whether the recipient was diagnosed with breast cancer
Time frame: 6 months from intervention start date
Breast Cancer Diagnosis at 12 months (2020)
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Binary variable indicating whether the recipient was diagnosed with breast cancer
Time frame: 12 months from intervention start date
Emergency Department Visits at 6 months (2020)
Number of Emergency Department Visits (proxy for increased costly utilization of health system resources)
Time frame: 6 months from intervention start date
Emergency Department Visits at 12 months (2020)
Number of Emergency Department Visits (proxy for increased costly utilization of health system resources)
Time frame: 12 months from intervention start date