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The Colorectal Cancer Alliance and Phreesia partnered to deliver educational content about colorectal cancer screenings and encourage people to take proactive steps toward early detection.
Many people don’t realize that colorectal cancer is one of the leading causes of cancer deaths in the United States. However, it’s also one of the most preventable with proper screening and education. In 2018, the American Cancer Society lowered the recommended screening age to 45, and in 2021, the United States Preventive Services Task Force (USPSTF) followed suit. Despite these updates, many adults remain unaware of the risk factors and prevalence of colorectal cancer. Because the disease often develops silently, without symptoms in its early stages, and many people avoid screenings due to fear, discomfort or misinformation, the disease too often goes undetected until it’s more advanced.
In 2024, Phreesia and the Colorectal Cancer Alliance partnered to deliver a campaign designed to educate patients about colorectal cancer, the risk factors of the disease and the importance of early detection through screenings. Nearly 1 in 4 patients surveyed after seeing the campaign reported that the information they saw was new to them.
“This campaign is a valuable educational moment because it alerts patients to the importance of colorectal cancer screenings when they’re going into an environment where their health is at the top of their mind,” says Kimberly McNeil, Prevention Project Director at Colorectal Cancer Alliance.
Challenges in screening awareness and adoption
Despite clear evidence that colorectal cancer screenings save lives, many adults delay or avoid getting screened. Understanding the barriers patients face is the key to addressing them effectively. Here are some of the most common obstacles:
- Lack of awareness or understanding about the importance of screenings. Many adults simply don’t know that colorectal cancer can be prevented or detected early through regular screenings. Some patients assume screenings are only necessary if they have symptoms, while others are unaware of the updated guidelines lowering the recommended age from 50 to 45. Without proper reminders, these individuals may not see screenings as a priority, putting them at increased risk for late-stage cancer diagnosis.
- Fear or discomfort with the screening process. A colonoscopy—the most well-known colorectal cancer screening—can be intimidating. Many people worry about the preparation process, potential discomfort or sedation, while others may feel embarrassed about the procedure itself or potential stigma surrounding it.
“The colonoscopy is the gold standard because the provider can see everything within the colon,” McNeil says. “However, there are FDA-approved, non-invasive screening options, like the FIT stool test or Cologuard® test. Any test is better than no test at all. It’s just important to be screened.” - Limited support system. A lack of support or transportation can make it hard for people to get screened. Without a ride or someone to help with scheduling or prep, many people may skip appointments, risking late detection and worse health outcomes.
- Misconceptions about symptoms or risk factors. A common myth is that colorectal cancer only affects older adults or those with a family history of the disease. In reality, the rate of colorectal cancer is rising among younger adults, and most cases occur in people without a family history. “Colorectal cancer is the No. 1 cause of cancer-related deaths among men under the age of 50 and the No. 2 cause among women under the age of 50,” McNeil says. “The incidence rate of colorectal cancer in young Americans is rising at an alarming rate.”
Another dangerous misconception is that if someone feels healthy or has no digestive symptoms, they don’t need screening. However, colorectal cancer can develop silently, without noticeable symptoms in its early stages, McNeil says. Educating patients about risk factors and possible symptoms and reminding them that screenings can be preventive—not just diagnostic—is important in overcoming this barrier.
Turning awareness into action with education at the point of care
To effectively promote more screenings, it’s important to meet patients at the right time. Delivering educational messaging about colorectal cancer and the importance of screenings at the point of care—when patients are in a setting already focused on their health—can increase awareness and overcome barriers to action.
“Colorectal cancer is a major public health issue, yet too many people miss life-saving screenings due to fear, discomfort, a lack of awareness or misinformation,” says Kelsey Pratt, Director of Market Development at Phreesia. “Research shows that people trust information from their provider’s office, and when education is delivered just before an appointment, it opens the door for critical conversations about risk factors and screening options.”
In March 2024, the Colorectal Cancer Alliance and Phreesia launched a campaign—“No Ifs, Ands, or Buts”—for patients 45 years and older. The goals were simple: Promote patient awareness of colorectal cancer screening options and support timely screenings, diagnosis and intervention.
As of January 2025, more than 220,000 colorectal cancer awareness engagements have been delivered to qualified patients. Phreesia collected primary quantitative insights through exposed and control groups to determine the campaign’s directional effect on awareness, intent, perception and behavior among patients.
Of the 1,917 patients surveyed:
- Nearly 1 in 4 patients (23%) report that the information they saw was new to them.
- Those exposed to the content are 10% more likely than control patients to say they are very likely to discuss colorectal screening with their doctor.
- One in three exposed patients (34%) say they are very likely to search for information about screenings, 20% higher than the control patients.
- Nearly 1 in 4 patients found the most motivating message about colorectal cancer screening to be that regular screenings are the best way to detect the disease early.
The numbers speak for themselves: Providing education at the point of care turns awareness into action. Through this campaign, the Colorectal Cancer Alliance and Phreesia were able to educate and empower more people to prioritize their health and take proactive steps toward early detection. To learn more about colorectal cancer risk factors and screening options visit getscreened.org.
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