Evaluation of Mailers Promoting Mammogram Screening

Evaluation of Postcard Mailers Enhanced With Behavioral Nudges to Promote Mammogram Screening

In this evaluation, 3 different versions of mailers promoting annual mammograms are being sent to women on the month of their 50th and 64th birthdays. The researchers hypothesize that the use of behavioral nudges in the mailers should lead to increased uptake in mammogram screening.

Mammogram screening for women, starting at age 50, can significantly reduce the risk of complications due to breast cancer. As part of an existing outreach campaign, the health system mails a postcard and small gift (pink socks) to women on the month of their 50th and 64th birthdays to promote annual mammogram screening.

The researchers are evaluating two new versions of the mailers against a standard mailer to see which version leads to greater uptake in mammograms. The new mailers have content that applies behavioral nudge theory - specifically, loss frames and fear appeals - to encourage taking action. One of the two new versions does not include the small gift, to test whether its inclusion or exclusion has any effect on mammogram screening.

Inclusion Criteria:

• Female Geisinger Health Plan members turning 50 and 64 in that month
• For the 2020 campaign, birthdays from June 2020 (as opposed to August 2020) will be included due to a temporary suspension of the outreach program due to the COVID-19 pandemic since June
• For the pre-post examination of the 2019 campaign, all months in that year will be included

Exclusion Criteria:

- Members who are on the do not contact list at Geisinger Health Plan