Marketers should target patients who are due for a colonoscopy

More individuals are undergoing colonoscopies.

The National Cancer Institute estimates there will be nearly 100,000 cases of colon cancer this year, and about half will result in deaths. Many of these fatalities may be avoidable because colon cancer is often preventable. One way a patient can detect this disease is to undergo a colonoscopy.

Colon cancer is more likely to develop as people age. In fact, more than 90 percent of individuals are diagnosed with colon cancer at age 50, according to the NCI. Given this statistic, healthcare professionals recommend patients get a colonoscopy starting at age 50 or earlier. A doctor will inform the patient how often he or she should come back for the procedure.

Marketers should target older generation
Health officials are stressing the importance of colonoscopies. As a result, more people are getting these procedures  now more than ever. For example, in New York, the colonoscopy rate climbed from 42 percent in 2003 to 69 percent in 2014, according to WABC, based on data from the New York City Community Health Survey. In addition, the number of New Yorkers screened for this type of cancer increased from 826,000 in 2003 to over 1.6 million in 2012. Even with the rise in screenings, there is more the healthcare industry can do to curb and eliminate cancer deaths.

Marketing professionals can play a major role in supporting this positive trend. They can target a specific demographic, such as individuals who are 50 or older, as well as patients who have a high risk of developing the disease by tapping into data. If a marketing professional knows the last time patients underwent the procedure, he or she can make an informed decision regarding which individuals are best to target. For example, healthcare centers such as doctor's offices can reach out to individuals who are due for an exam in the upcoming months. By doing so, marketers will help doctors retain and reengage qualified patients.

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