Slowly Ever So Slowly More Female CEOs
Over the past 20 years, the number of female CEOs at Fortune 500 companies has increased by nearly...
In its early years, our work for the federally funded “Ladies First” cancer-screening program for older, lower-income women included research to test the effectiveness of creative messages and to explore the special health concerns of minority, New American, and lesbian women. The program evolved to include a broader range of women eligible for breast and cervical screenings and in 2002, women at risk of cardiac heart disease.
How can we reach and motivate lower-income women over age 50 to enroll in a preventive healthcare program that offers free mammograms and cervical cancer screening?
Through research we uncovered fear of medical care, a concern of being discriminated against, and fear of costs for testing and possible treatment.
The target audience needs personal assistance to help make medical screening appointments, arrange transportation, and understand the process. "Call Kate" to join the program would humanized and provide a personal advocate for health screenings.
Targeted advertising to audience-preferred media channels encouraged inquiries to the program.
Support and encourage medical providers to work with the program to provide services and invoice the program.
Provider information materials included handbooks, screening guides, prescription pads for mammograms and lifestyle coaching to help providers to aid and refer potential members.
Breast and cervical cancer screenings increased, and the program was expanded to include additional health screenings and more women.
A strong network of providers was established to refer women for medical screenings and lifestyle coaching to improve health.
The program continues today as You First, offering personalized support to pay for and connect eligible Vermonters to breast, cervical and heart screenings, diagnostic tests and heart healthy lifestyle programs.