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Transforming Public Health Practice: Leadership and Management Essentials by Cheryll D. Lesneski, Bernard J. Healey

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Case Study 8

Innovation in Colorectal Cancer Education Programs

Colorectal cancer (CRC), the second most common cause of cancer death in the United States, is preventable if detected at an early stage. A readily available screening test can prevent many cases of this cancer by identifying precancerous polyps, which are then removed. Unfortunately, the majority of eligible Americans are not screened.

The rate of colorectal cancer in Luzerne County, Pennsylvania, is alarming, approximately 20 percent higher than the state average and nearly 40 percent higher than the national average. This case study demonstrates a way to increase the screening rate and reduce the incidence of this disease through the use of marketing strategies. These strategies ...

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