Use of a mixed‐methods approach to develop a guidebook with messaging to encourage colorectal cancer screening among Black individuals 45 and older

Abstract

Introduction

Colorectal cancer (CRC) is the second leading cause of cancer‐related deaths in the United States and disproportionately impacts Black individuals. Here, we describe the mixed‐methods approach used to develop a tailored message guidebook to promote CRC screening among Black individuals in the setting of recently updated screening guidelines.

Methods

This mixed‐methods study included 10 in‐depth qualitative interviews and 490 surveys in a nationally representative sample of unscreened Black individuals age ≥ 45. Messages were developed based on American Cancer Society (ACS) and National Colorectal Cancer Roundtable (NCCRT) research findings, tested among Black individuals using MaxDiff analytic methods, and reviewed by a multi‐sector expert advisory committee of NCCRT members.

Results

The most frequently reported screening barrier in all age groups was self‐reported procrastination (40.0% in age 45–49, 42.8% for age 50–54, 34.2% for age ≥ 55). Reasons for procrastination varied by age and included financial concerns, COVID‐19 concerns, and fear of the test and bowel preparation. Additional screening barriers included lack of symptoms, provider recommendation, and family history of CRC. Most individuals age 45–49 preferred to receive screening information from a healthcare provider (57.5%); however, only 20% reported that a provider had initiated a screening conversation.

Conclusions

We identified age‐specific barriers to CRC screening and tailored messaging to motivate participation among unscreened Black people age ≥ 45. Findings informed the development of the NCCRT and ACS guidebook for organizations and institutions aiming to increase CRC screening participation in Black individuals.

Abstract

We performed a mixed‐methods study with 10 in‐depth qualitative interviews and 490 surveys in a nationally representative sample of unscreened Black individuals aged 45 and over to identify barriers to screening and effective messaging to prompt screening. The most frequently reported screening barrier in all age groups was self‐reported procrastination, and reasons for procrastination varied by age and included financial concerns, COVID‐19 concerns, and fear of the test and bowel preparation. Effective messages detailed the risk of colorectal cancer (CRC) in Black individuals and highlighted that CRC is preventable with screening.