How marketers can contend with rising cancer rates among women and younger patients

The trend: Cancer rates are increasing in the US, particularly among younger adults and women, according to a new report from the American Cancer Society.

Digging into the data: Six of the 10 most common cancers are on the rise.

Even for cancers that aren’t increasing in overall incidence, rates are rising among subgroups—namely, women and young and middle-aged adults.

• Incidence rates in women 50 to 64 years old have surpassed those in men.
• Rates in women under 50 are now 82% higher than their male counterparts, up from 51% in 2002.
• Rates of new colorectal cancer diagnoses in men and women younger than 65 years old and cervical cancer in women 30 to 44 years old have also increased.

Zooming out: Most cancers still lack dependable early detection methods, meaning they go unnoticed until symptoms appear.

But even for cancers that have reliable screening tests, too many patients are foregoing critical check-ups.

Case in point: 72% of women in the US have delayed a gynecology visit, according to a Harris Poll survey of adult women conducted in November.

• 54% of women who put off a gynecology visit said it was due to fear or discomfort.
• 49% cited scheduling-related challenges.
• Half indicated that they have no idea how often they’re supposed to get screened for cervical cancer.

The final word: Healthcare marketers need to deliver easy-to-understand guidance for preventive screenings, particularly for cervical cancers. Cervical cancer recommendations are trickier to understand and can involve separate procedures (i.e., a pap smear and HPV tests).

Marketers can address rising cancer rates in younger people by creating educational campaigns on digital channels such as social media where these folks spend a lot of time and frequently encounter health information.

Messaging should detail the latest cancer trends with statistics, clearly communicate screening recommendations targeted to different demographics, and direct consumers to where they can schedule appointments.

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