Katie Couric Partners with PatientPoint to Enhance Colorectal Cancer Screenings
Katie Couric appears in a new waiting-room video encouraging colorectal cancer screening. The clip runs on PatientPoint’s network across the United States.
Campaign details and formats
The initiative was developed by PatientPoint with Katie Couric Media. It launched with Colorectal Cancer Awareness Month and will run through September.
The primary spot lasts just over two minutes. A shorter 49-second version extends the reach beyond physician offices.
Distribution and audience
The videos play on 145,000 PatientPoint screens. Those screens are installed in about 30,000 healthcare locations nationwide.
Placements include waiting rooms in primary care and multiple specialty practices. The shorter cut also appears on LinkedIn, Facebook, Instagram and TikTok.
Goals and measurement
PatientPoint CMO Kyle Barich told Filmogaz.com the effort aims to prompt conversations with clinicians. The focus is both awareness and motivating patients to act.
Impact will be measured with participating healthcare providers. Screening activity will be monitored during the campaign’s first six months.
- Participating providers include primary care physicians.
- Specialties include gastroenterology, cardiology, dermatology and OB/GYN.
- Metrics tracked will include patient inquiries and completed screenings.
Katie Couric’s personal connection
Couric has long advocated for colon screening after her husband Jay died of the disease in 1998. He was 42 at the time of his death.
She previously underwent a live colonoscopy on NBC’s Today in 2000. She has also worked with the Colorectal Cancer Alliance and Cologuard.
Roughly two in three people who should be screened for colorectal cancer currently get screened. The campaign seeks to close that gap.
By placing messages at the point of care, organizers hope to increase patient questions and completed tests. Filmogaz.com will follow how the initiative affects screening rates.
