A National Perspective on A National Perspective on Comprehensive Cancer ControlComprehensive Cancer Control

2007 Iowa Cancer Summit2007 Iowa Cancer Summit

November 27, 2007November 27, 2007Tom KeanTom Kean

TodayToday

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

C-Change is A Unique Group of Cancer

Leaders from

PrivatePublic

Not-for-profit

and Spanning Cancer Disciplines

ResearchPrevention

Early Detection Treatment

Quality of Life

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.

2007 C-Change Leadership

President George H.W. and

Mrs. Barbara BushThe Office of George H.W. Bush

Honorary Chairs

The Honorable Dianne FeinsteinU.S. Senate

Honorary Vice Chair

2007 C-Change Executive Committee

LaSalle D. Leffall, Jr., MD, FACSCharles R. Drew Professor of Surgery

Howard University Cancer CenterChair

James Marks, MD, MPHSenior Vice President & Director, Health Group

The Robert Wood Johnson Foundation Vice Chair

John R. Seffrin, PhDChief Executive Officer

American Cancer Society Treasurer

Cheryl G. Healton, DrPH, MPAPresident & CEO

American Legacy FoundationSecretary

2007 Board of Directors

Dileep G. Bal, MD, MPHState of Hawaii

Anna D. Barker, PhDNational Cancer Institute

Marguerite Baxter, RN, MNNovartis Vaccines and Diagnostics, Inc.

Robert L. Comis, MDCoalition of Cancer Cooperative Groups

Peggy Conlon Ad Council

Gregory Curt, MDAstraZeneca Pharmaceuticals

Harold P. Freeman, MDRalph Lauren Center for Cancer Care & Prevention

Robert A. Ingram GlaxoSmithKline

John E. Niederhuber, MD National Cancer Institute

Gary M. Reedy Johnson & Johnson

Armin Weinberg, PhDIntercultural Cancer Council

William Winkenwerder, MD, MBAFormerly - U.S. Department of Defense

Governor Bob WiseAlliance for ExcellentEducation

Liaison Member Jean Becker Office of George H.W. Bush

Ex-Officio Thomas Kean, MPHC-Change

C-Change – Value-Added C-Change – Value-Added PropositionProposition

• 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

C-Change Strategic InitiativesC-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

Comprehensive Cancer Comprehensive Cancer Control – How Far We Have Control – How Far We Have

ComeCome

How Far We Have ComeHow 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

In 1999, A handful of states In 1999, A handful of states had cancer plans; most of had cancer plans; most of

those focused on state those focused on state agenciesagencies

2001 National Comprehensive Cancer Control2001 National Comprehensive Cancer ControlStatus of Cancer PlansStatus of Cancer Plans

CA

ID

NM

TX

OK

NE

SD

ND

MN

WI

IL

KYVA

NC

GAALMS

LA

MI

PA

NYCT

MA

VTNH

ME

TN

SC

AZ

NV

MT

WY

CO

UT

IA

MO

AR

KS

IN

WV

FL

NJ

Updating or Creating New PlanCurrent Plan

OR

Northwest Portland Area Indian Health Board

AK

HI

MDDE

RI

DC

WA

OH

CA

ID

NM

TX

OK

NE

SD

ND

MN

WI

ILOH

KYVA

NC

GAALMS

LA

MI

PA

NYCT

MA

VTNH

ME

TN

SC

OR

NV

MT

WY

CO

UT

IA

MO

AR

KS

IN

WV

FL

NJ

2007 National Comprehensive Cancer Control2007 National Comprehensive Cancer ControlStatus of Cancer PlansStatus of Cancer Plans

Updating or Creating New PlanCurrent Plan

OR

Northwest Portland Area Indian Health Board

South Puget Intertribal Planning Agency

Cherokee Nation

Fond Du Lac Reservation

Aberdeen Area Tribal Chairmen’s Health Board

AK

Alaska Native Tribal Health Consortium

HI

National Comprehensive Cancer Control ProgramDivision of Cancer Prevention and ControlNational Center for Chronic Disease Prevention and Health PromotionCoordinating Center for Health PromotionJuly 2007

National Comprehensive Cancer Control ProgramDivision of Cancer Prevention and ControlNational Center for Chronic Disease Prevention and Health PromotionCoordinating Center for Health PromotionJuly 2007

MDDE

RI

DC

WA

AMERICAN SAMOA

FEDERATED STATES OF MICRONESIA

GUAM

COMMONWEALTH OF THE NORTHERN MARIANA ISLANDS

PUERTO RICO

REPUBLIC OF THE MARSHALL ISLANDS

REPUBLIC OF PALAU

U.S. VIRGIN ISLANDS

AZTohono O’Odham Nation

NCI

NACCHO

ICC

LAF

CDD

ACOS

NAACCR

C-Change

CDC

ACS

CCCPartners

National Partners for CCCNational Partners for CCC

Cancer Control LeadershipCancer Control Leadership

• Phase I – Organizing to plan• Phase II – Planning and some

implementation• Phase III – Content specific

implementation

Phase IVPhase IV

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

communications

CCC – What’s NextCCC – What’s 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

Selected C-Change Activities of Selected C-Change Activities of Relevance to CCC CoalitionsRelevance 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

Patient NavigationPatient Navigation

Patient NavigationPatient Navigation

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

Common Messaging for Common Messaging for Cancer Prevention and Early Cancer Prevention and Early

DetectionDetection

The NeedThe Need

• Cluttered media environment

• Conflicting messages

• Overwhelmed consumer

Program ObjectivesProgram Objectives

• Communicate clear, consistent, research-based messages

– Use existing marketing channels

• Measure progress by tracking changes in key attitudes and behaviors

Communications FocusCommunications Focus

• Strategic focus around 4 key behaviors

– Physical Activity– Nutrition– Smoking Cessation– Screening

Consumer ResearchConsumer Research

• Qualitative focus groups conducted– Chicago– Denver– Richmond

• Multiple audiences– 24 to 55 yrs.– Caucasian, African American, Hispanic

• “Prevention” is a difficult proposition

• But “Reduction of Risk” has merit

• Small changes to improve odds is empowering

DiscoveriesDiscoveries

Message Platform ExampleMessage Platform Example

Related VisualsRelated Visuals

Tag LineTag Line

• NOW YOU KNOW;• NOW YOU CAN

• 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

Message TestingMessage Testing

Delivering the MessagesDelivering the Messages

• Not a new advertising campaign

• C-Change members promote messages through their own programs

– Websites– Brochures– Advertising– Newsletters

• Flexible implementation

Making the Business Case for Making the Business Case for Cancer Prevention and Early Cancer Prevention and Early

DetectionDetection

TargetTarget

Speak Directly to Decision Makers

• Chief Executive Officers• Human Resources Directors• Benefits Managers

EvidenceEvidence

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

Public Relations ProgramPublic Relations Program

• Launch the program at:

Health Benefits Conference and Expo America’s Health Insurance Plans Annual

Meeting Healthcare Management Conference International Society of Certified Employees

Employee Benefits Symposium Annual Employee Benefits Conference

Media Outreach & Media Outreach & RelationsRelations

• 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

What Employers Can DoWhat 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

State CCC Chairs Policy State CCC Chairs Policy ForumForum

State CCC Chairs Policy State CCC Chairs Policy ForumForum

• 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

Non-Oncology Workforce Non-Oncology Workforce DevelopmentDevelopment

Non-Oncology Workforce Non-Oncology Workforce DevelopmentDevelopment

• Development of Core Competencies• Pilot Test – 4 sites• National Rollout

• National Cancer Policy Forum– Synergistic with ASCO and ONS

The Bottom LineThe Bottom Line

Thank YouThank You

Contact Information:Contact Information:

Tom KeanTom Kean

202-756-1392202-756-1392303-721-7155303-721-7155

tkean@c-changetogether.orgtkean@c-changetogether.orgwww.c-changetogether.orgwww.c-changetogether.org