A National Perspective on Comprehensive Cancer Control

1
A National Perspective on Comprehensive Cancer
Control

• 2007 Iowa Cancer Summit
• November 27, 2007
• Tom Kean

2
Today

• C-Change Overview
• CCC How Far We have Come
• The National Partners for CCC
• CCC Whats Next?
• C-Change Strategic Initiatives
• The Bottom Line

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• C-Change is A Unique Group of Cancer Leaders from
  
• Private
• Public
• Not-for-profit
• and Spanning Cancer Disciplines
• Research
• Prevention
• Early Detection
• Treatment
• Quality of Life

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• 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.

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2007 C-Change Leadership
President George H.W. and Mrs. Barbara
Bush The Office of George H.W. Bush Honorary
Chairs The Honorable Dianne Feinstein U.S.
Senate Honorary Vice Chair
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2007 C-Change Executive Committee
LaSalle D. Leffall, Jr., MD, FACS Charles
R. Drew Professor of Surgery Howard University
Cancer Center Chair James Marks, MD, MPH Senior
Vice President Director, Health Group The
Robert Wood Johnson Foundation Vice Chair John
R. Seffrin, PhD Chief Executive Officer
American Cancer Society Treasurer Cheryl G.
Healton, DrPH, MPA President CEO American
Legacy Foundation Secretary

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2007 Board of Directors
Harold P. Freeman, MD Ralph Lauren Center for
Cancer Care Prevention Robert A. Ingram
GlaxoSmithKline John E. Niederhuber, MD
National Cancer Institute Gary M. Reedy
Johnson Johnson Armin Weinberg,
PhD Intercultural Cancer Council William
Winkenwerder, MD, MBA Formerly - U.S. Department
of Defense
Governor Bob Wise Alliance for
Excellent Education Liaison Member Jean Becker
Office of George H.W. Bush Ex-Officio Thomas
Kean, MPH C-Change
Dileep G. Bal, MD, MPH State of Hawaii Anna D.
Barker, PhD National Cancer Institute Marguerite
Baxter, RN, MN Novartis Vaccines and
Diagnostics, Inc. Robert L. Comis, MD Coalition
of Cancer Cooperative Groups Peggy Conlon Ad
Council Gregory Curt, MD AstraZeneca
Pharmaceuticals



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C-Change Value-Added Proposition

• 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

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C-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

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Comprehensive Cancer Control How Far We Have
Come
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How 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

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In 1999, A handful of states had cancer plans
most of those focused on state agencies
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2001 National Comprehensive Cancer ControlStatus
of Cancer Plans
WA
Northwest Portland Area Indian Health Board
ME
ND
MT
MN
VT
OR
NH
ID
WI
MA
SD
NY
MI
CT
WY
RI
NJ
IA
PA
NE
NV
OH
DC
IN
IL
DE
UT
MD
CO
WV
KS
VA
MO
CA
KY
NC
TN
OK
AZ
AR
NM
SC
GA
AL
MS
LA
TX
FL
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2007 National Comprehensive Cancer ControlStatus
of Cancer Plans
South Puget Intertribal Planning Agency
WA
Fond Du Lac Reservation
Northwest Portland Area Indian Health Board
ME
ND
MT
MN
VT
OR
Aberdeen Area Tribal Chairmens Health Board
NH
ID
WI
OR
MA
NY
MI
CT
SD
WY
RI
NJ
IA
PA
NE
NV
OH
DC
IN
IL
DE
UT
MD
CO
WV
VA
MO
KS
CA
KY
NC
AZ
Cherokee Nation
TN
Tohono OOdham Nation
AR
NM
OK
SC
GA
AL
MS
LA
TX
FL
National Comprehensive Cancer Control
Program Division of Cancer Prevention and
Control National Center for Chronic Disease
Prevention and Health Promotion Coordinating
Center for Health Promotion July 2007
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National Partners for CCC
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Cancer Control Leadership

• Phase I Organizing to plan
• Phase II Planning and some implementation
• Phase III Content specific implementation

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Phase IV

• Systems and policy change
• Resourcing
• Moving implementation to the local level
• National Partner strategy and communications

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CCC Whats 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

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Selected C-Change Activities of Relevance 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

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Patient Navigation
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Patient Navigation

• Promotion of patient navigation toolkit
• Promotion through national organizations
• Workshops
• Promotion through state coalitions

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Common Messaging for Cancer Prevention and Early
Detection
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The Need

• Cluttered media environment
• Conflicting messages
• Overwhelmed consumer

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Program Objectives

• Communicate clear, consistent, research-based
  messages
• Use existing marketing channels
• Measure progress by tracking changes in key
  attitudes and behaviors

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Communications Focus

• Strategic focus around 4 key behaviors
• Physical Activity
• Nutrition
• Smoking Cessation
• Screening

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Consumer Research

• Qualitative focus groups conducted
• Chicago
• Denver
• Richmond
• Multiple audiences
• 24 to 55 yrs.
• Caucasian, African American, Hispanic

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Discoveries

• Prevention is a difficult proposition
• But Reduction of Risk has merit
• Small changes to improve odds is empowering

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Message Platform Example
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Related Visuals
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Tag Line

• NOW YOU KNOW
• NOW YOU CAN

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Message Testing

• 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

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Delivering the Messages

• Not a new advertising campaign
• C-Change members promote messages through their
  own programs
• Websites
• Brochures
• Advertising
• Newsletters
• Flexible implementation

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Making the Business Case for Cancer Prevention
and Early Detection
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Target

• Speak Directly to Decision Makers
• Chief Executive Officers
• Human Resources Directors
• Benefits Managers

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Evidence

• 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
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Public Relations Program

• Launch the program at
• Health Benefits Conference and Expo
• Americas Health Insurance Plans Annual Meeting
• Healthcare Management Conference
• International Society of Certified Employees
  Employee Benefits Symposium
• Annual Employee Benefits Conference

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Media Outreach Relations

• 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

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What 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

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State CCC Chairs Policy Forum
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State CCC Chairs Policy Forum

• 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

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Non-Oncology Workforce Development
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Non-Oncology Workforce Development

• Development of Core Competencies
• Pilot Test 4 sites
• National Rollout
• National Cancer Policy Forum
• Synergistic with ASCO and ONS

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The Bottom Line
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Thank You
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Contact InformationTom Kean202-756-1392303-7
21-7155tkean_at_c-changetogether.orgwww.c-changeto
gether.org