Early diagnosis of lung cancer: evaluation of a community-based social marketing intervention.

ATHEY, V L, SUCKLING, R, TOD, Angela, WALTERS, S J and ROGERS, T K (2012). Early diagnosis of lung cancer: evaluation of a community-based social marketing intervention. Thorax, 67 (5), 412-417.

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Link to published version:: 10.1136/thoraxjnl-2011-200714

Abstract

Background: Poor UK lung cancer survival rates may, in part, be due to late diagnosis. Objectives: To evaluate the effectiveness of a mixed-method community-based social marketing intervention on lung cancer diagnoses. Methods: A public awareness campaign in conjunction with brief intervention training in general practices was piloted in six localities with a high lung cancer incidence. End points were self-reported awareness of lung cancer symptoms; intention to seek healthcare; chest x-ray referral rates in primary care; secular trends in the incidence of lung cancer and stage at diagnosis, compared before and after the intervention. Results: 21% (128/600) (95% CI 18% to 25%) of the targeted population recalled something about the campaign. Compared with a responder in the control area, the odds of a responder in the intervention area saying that they would visit their general practitioner and request a chest x-ray for a cough was 1.97 times (95% CI 1.18 to 3.31, p=0.01). Primary care chest x-ray referral rates increased by 20% in the targeted practices in the year following the intervention compared with a 2% fall in the control practices. The difference was highly significant, with an incidence rate ratio of 1.22 (95% CI 1.12 to 1.33, p=0.001). There was a 27% increase in lung cancer diagnoses in the intervention area compared with a fall in the control area. The incidence rate ratio was 1.42 (95% CI 0.83 to 2.44 p=0.199). Conclusion: This is encouraging early evidence that an awareness and early recognition initiative may facilitate lung cancer diagnosis.

Item Type: Article
Research Institute, Centre or Group: Centre for Health and Social Care Research
Identification Number: 10.1136/thoraxjnl-2011-200714
Depositing User: Rebecca Jones
Date Deposited: 18 Jan 2012 09:57
Last Modified: 16 May 2012 14:30
URI: http://shura.shu.ac.uk/id/eprint/4274

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