Gifts Cards for Colon Cancer Screenings Only Modestly Boosted Participation

Monetary incentives for patients to get screened for colon cancer may increase participation, but only by small margins, according to a Medscape report.

The health benefit company WellPoint carried out a program in which they offered $50 Target gift cards to those who came in for colorectal cancer screening. The gift card offer increased participation by 15 percent in men.

The study looked at 23,524 men in Blue Cross Blue Shield of Georgia insurance programs. Among those in the group receiving the gift card, 2.2 percent redeemed the gift card.

The program was not as effective as WellPoint had hoped. Researchers from the study determined healthier people are more proactive about their health, while sicker populations are more likely to be getting screened anyway.

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