Applying Lessons Learned from Breast Cancer Cessation Study to Promote Mammography Screening in Younger and At-Risk Women
Breast cancer is one of the leading causes of cancer-related deaths among women worldwide, and early detection through mammography remains a critical tool in reducing mortality.
While the benefits of screening are well-documented for women between the ages of 40 and 75, many women in this group either delay or avoid routine mammograms altogether. On the other hand, some older women, despite recommendations to stop, continue screening when it may no longer be beneficial, which can lead to unnecessary tests and potential harm.
A recent study by Dr. Nancy L. Schoenborn and colleagues explored how carefully worded messages could encourage older women to stop breast cancer screening when it was no longer necessary. This clinical trial revealed the power of thoughtful communication in shaping health behaviors. While the study focused on stopping screening, its strategies provide lessons for promoting mammography in younger women, especially those at higher risk of breast cancer.
By applying these lessons, we can create tailored, consistent, and trustworthy messaging to encourage mammography screening for those who most benefit from early detection. Here are some key strategies adapted from the study’s conclusions.
Tailored Messaging for Specific Audiences
The Schoenborn study’s messaging succeeded because it connected with older women by addressing their specific concerns, such as the physical and emotional stress of mammograms, the risk of unnecessary diagnoses, and how the benefits of continued screening decrease with age.
Parallels for Promoting Screening: Tailored messaging can be equally powerful for younger and at-risk women. Many women in their 40s and 50s may not realize how important regular mammograms are for early detection, especially if they feel healthy or have no family history of breast cancer.
Messaging can emphasize key benefits like:
- Early Detection Saves Lives: Regular mammograms catch cancer at a stage when it is most treatable, often before any symptoms appear.
- Addressing Fears: While false positives (test results that incorrectly suggest cancer) can happen, the potential to save lives outweighs the inconvenience.
- Personal Stories: Real-life examples of women saved by routine mammograms can make the message more relatable.
For women with higher genetic risk (such as those with family members who had breast cancer), messages should focus on:
- The importance of routine screening with added tests like MRIs (which provide more detailed images).
- The value of genetic counseling to assess their risk and create personalized screening plans.
Consistent and Repeated Messaging
One of the Schoenborn study’s most significant findings was that hearing the same message more than once from different sources (like a doctor and a family member) increased support for stopping screening. Repetition made the message stronger and more convincing.
Parallels for Promoting Screening: For younger women, repetition is just as important. Consistent reminders through various channels—doctors, media, social networks—reinforce the idea that regular screening is essential.
Ways to apply this:
- Frequent Reminders: Women eligible for mammograms should regularly receive reminders through email, text, or patient portals.
- Multiple Sources: First, a doctor may recommend annual mammograms. Later, an online ad or a friend’s social media post could highlight breast cancer awareness, making the message more challenging to ignore.
- Annual Check-ups: Every year, a reminder about mammograms could be included with general health check-up notifications, ensuring women stay on track with their screenings.
Using Trusted Sources
In the Schoenborn study, the source of the message played a significant role. Messages from trusted individuals—such as a doctor, family member, or reputable news source—made women more likely to support stopping screening. Doctors were particularly influential, but the message was even stronger when repeated by other trusted voices.
Parallels for Promoting Screening: Younger women rely on trusted health information sources. These include:
- Healthcare Providers: Doctors and nurses are viewed as reliable sources, so their recommendations about mammography carry significant weight.
- Other Influential Sources: Non-medical sources, such as breast cancer survivors or public health campaigns, can further reinforce the message. For instance:
- A survivor sharing her story on social media could encourage other women to take control of their health by scheduling a mammogram.
- Breast cancer awareness campaigns during Breast Cancer Awareness Month or celebrity endorsements can reach a wider audience.
Addressing Emotional and Practical Barriers
One concern in the study was that advising women to stop screening might create fear or lead them to avoid mammograms altogether. Thankfully, the researchers found that well-crafted messaging avoided these adverse effects.
Parallels for Promoting Screening: For younger women, it’s important to address common worries that might stop them from getting screened. These could include:
- Fear of Discomfort: Messaging can reassure women that mammograms have become faster and less uncomfortable.
- False Positives: While false positives are possible, follow-up tests can clear up confusion, and early detection can save lives.
- Access Issues: For women in rural or underserved areas, campaigns could highlight mobile mammography units or local clinics to ensure they know that mammograms are accessible.
Evidence-Based Messaging
The Schoenborn study’s messaging was based on data and health guidelines, which made it credible. This approach ensured the message aligned with patients’ best interests.
Parallels for Promoting Screening: Similarly, messages encouraging younger women to screen should use evidence-based facts, such as:
- Research shows how routine screening reduces breast cancer deaths by detecting cancer early.
- Data on the improved survival rates for women who receive regular mammograms.
- Explaining how mammography guidelines are designed to keep patients safe and provide the best outcomes.
Conclusion
The parallels between the Schoenborn study on breast cancer screening cessation and promoting mammography in younger women are clear. By using tailored, consistent, and trustworthy messaging, public health campaigns and healthcare providers can improve screening rates and save lives through early detection. Repeated exposure to messages from trusted voices, backed by solid evidence, can encourage women to take an active role in their breast health, helping them overcome fears and practical barriers to screening.
References
Schoenborn NL, Gollust SE, Nagler RH, et al. Effect of Messaging on Support for Breast Cancer Screening Cessation Among Older US Women: A Randomized Clinical Trial. JAMA Netw Open. 2024;7(8):e2428700. https://doi.org/10.1001/jamanetworkopen.2024.28700