Early Lung Cancer Identification in Doncaster (ELCID)

Objective: To overcome the barriers to the early diagnosis of lung cancer by changing the health seeking behaviour of the public and by modifying the response of health services in targeted communities. To significantly increase the number of X-rays undertaken in the Doncaster area by 20% at the end of the campaign. In order to diagnose lung cancer earlier and thereby contribute to a reduction in inequalities in lung cancer mortality. Design: Social Marketing campaign based on a public awareness campaign that will focus on raising awareness of the symptoms of lung cancer and the benefits of early detection – Customer ‘Push’ and preparing health care professionals for the initiative in terms of sharing insights, training and capacity management in GP surgeries – Service ‘Pull’ Setting: Six priority communities in Doncaster, United Kingdom Participants: 17,837 people living within the priority communities and 11 General Practices, March to April 2008. Main outcome measures: Raised public awareness and intention, number of chest x ray referrals and stage of lung cancer diagnosis. Results: Post campaign results showed an increased intention to act (visit their GP) if people had a bad cough from 93% to 97% and in addition the number of people who would visit their GP and ask for a chest x-ray increased from 64% to 76%. The campaign had a greater impact on smokers and ex-smokers than non-smokers. Chest x ray referrals increased by 9% in non-targeted practices and by 27% in targeted practices. There was a strong relationship between recall, shifts in attitudes and chest x rays. The stage of diagnosis changed pre and post campaign from 11% (stage I &amp; II) to 19% (p<0.02. Conclusion: A combined customer ‘push’ and service ‘pull’ campaign based on insight and segmentation can deliver a change in the health seeking behaviour of targeted communities and a change in service response that can increase the early diagnosis of lung cancer.