Independence Blue Cross is looking to bring about change with regard to a decline in colon cancer screening among Black patients in its native city of Philadelphia, which was exacerbated by the COVID-19 epidemic.
This week, the insurance company and the nonprofit Colorectal Cancer Alliance launched a new campaign called 45+Reasons to increase understanding of and access to colorectal treatment in the Black community.
According to a news release, Independence Blue Cross will provide $25 million to the initiative, with all of the money going to the Alliance. The Alliance then distributes the funds to local groups that host colorectal screening sessions.
Changes in Colorectal Cancer Screening Recommendations
Name references U.S. Preventive Services Task Force decision:
- Minimum screening age for colorectal cancer lowered from 50 to 45.
A Recommendation:
- High confidence in moderate to large net benefit.
- Applies to individuals aged 50 to 75.
B Recommendation:
- Lower confidence in net benefit.
- Applies to individuals aged 45 to 49.
The press release states that the partners’ primary goal is to end prejudice associated with the condition.
Independence’s VP of quality management, Victor Caraballo, M.D., said that while “stigma” may be too strong a term, there is nevertheless a disquiet, self-consciousness, or shame in relation to what is a necessary body function. The end consequence is the same; these emotions reduce the motivation to screen.
Through community participation, social media, and advertising initiatives, the program hopes to spread the word that colorectal cancer is avoidable while also building confidence in the healthcare system.
In a news statement, Independence Blue Cross CEO and President Gregory E. Deavens stated the company is focused on its commitment to removing obstacles to health screenings and preventative treatment in areas where health outcomes are disproportionate.
In an effort to lower the much higher prevalence and death rates among Black residents of Philadelphia, organizers want to screen more than 5,000 people between the ages of 45 and 75 for colorectal cancer. Colorectal cancer has a 20% higher incidence rate among Black Americans and a 35% higher mortality rate.
The 45+Reasons will not, however, depend just on numbers to encourage screening. In addition to medical professionals, the show will feature personal testimonies from people who describe their own motivations for being examined, which could range from career focus to watching their children grow. Advertisements highlighting community members’ support for screening will air over the radio, the internet, and social media.
Micharl Sapienza, Colorectal Cancer Alliance CEO, said in the release that the alliance is in a great position to lead this bold health initiative.
He remarked, “Through our innovative digital screening quiz and expert navigators, we helped more than 15,000 people across the nation access lifesaving preventive screening last year alone. We are so grateful to Independence Blue Cross for recognizing that access to quality care should not depend on your zip code.”
