Colon Cancer Alliance, Salix & Walgreens Align to Promote Screening Awareness in March

This month, the Colon Cancer Alliance will partner with Salix Pharmaceuticals and Walgreens, the nation’s largest drugstore chain, to promote the importance of screening for colorectal cancer. This year’s awareness campaign will feature an article in Walgreens’ online newsletter, posters and signage in every store, the offer of a free brochure, and some targeted advertising in local papers. It is expected that this campaign will reach more people than the 2007 program, an impressive goal considering the significant success of last year’s effort.

In 2007, over 20 million people received information about screening. The article on colon cancer in Walgreens’ newsletter received the second highest click-through rate in that publication’s history. More importantly, the 2007 campaign resulted in people getting screened. For example, one person wrote, "I have heard about screening for years, but always put it off. When I saw the material at Walgreens I decided that it was time to get it done. The doctor found polyps, but removed them with no problem. I hate to think what would have happened if I had delayed screening much longer. Thank you for pushing this."

With over 6,000 stores in the United States, Walgreens is a major source of information about healthcare. Salix Pharmaceuticals manufactures a variety of products used in preparation for colonoscopy, including MoviPrep solution and OsmoPrep tablets.

Over half the people who should be screened have not been, but changing healthcare behavior is difficult. Having consistent, repeated messages about important healthcare decisions such as screening is a critical part of ensuring that everyone is screened. The Walgreens campaign is a major step toward elevating the dialogue about colorectal cancer in society, and in fighting against this disease.

CCA encourages everyone who has a Walgreens store in their neighborhood to stop by the store, ask for the store manager, and thank that manager for their participation in the program. Positive feedback from the local stores to the national headquarters is critical to the long-term success of this program, so everyone should be sure their voice is heard.

Source: Colon Cancer Alliance

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