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Adenomatous Polyps Theory

Decent Essays

Randomized patients, whose colonoscopy revealed the presences of adenomatous polyps, viewed a power point presentation that documented the precancerous nature of adenomatous polyps and associated an increased risk with immediate family members. Additionally, a randomized portion of the adenomatous positive population received a one page personalized letter reinforcing the information contained in the Computer Based Education Program (CBEP). Furthermore, each patient received a follow-up telephone survey to quantify how well they absorbed the information concerning adenomatous polyps. Access the full study @ https://rtips.cancer.gov/rtips/programDetails.do?programId=1472737 . Beneficiaries of the CBEP and the personalized letter, attained …show more content…

Behavior learned by observing loved ones defines the modeling concept. The one paged, personalized, letter of reinforcement, given to randomized adenomatous positive patients, included photos of their precancerous polyps. While family members did not observe the actual colonoscopy, they observed the procedure vicariously through photos. Therefore, the photos fulfilled the modeling component of the social cognitive theory. Defined by Coreil (2010), perceived consequences or benefits of an action are outcome expectations. As family members observed the polyps, conceptualized the precancerous nature of adenomatous polyps, and internalized their own inherent risk, it is plausible they realized the benefits of colorectal screenings. Self-efficacy, or the belief that one can carry out an action, has long been a barrier to colon cancer screenings; Mikocka-Walus et al. (2012) explained, “It's a Tube up Your Bottom; It Makes People Nervous”. However, open dialogue amongst trusted family members could prove paramount to changing social norms that influence health behaviors, ultimately increasing individual self-efficacy toward colorectal screenings. The acquisition of social support from trusted family members, knowledge of the importance of colon cancer screenings, and new social norms …show more content…

According to the social marketing conceptual framework, there are three categories of products: actual products, core products, and augmented products. Actual products, in this instance, are the colorectal screenings marketed to adenomatous positive patients and their family members. Benefits of colonoscopy participation (core products) include decreased risk of developing cancer, life, and the added benefit (augmented product) of saving loved ones from cancer diagnoses. With respect to colonoscopies, the price is a perceived loss of dignity, embarrassment, and pride (Mikocla-Walus, 2012). Post recovery, adenomatous positive patients viewed an educational video regarding precancerous polyps, therefore the marketing strategy takes place in the recovery room; and The Computer Based Education Program and the one paged, personalized, letter of reinforcement are the tools used to promote awareness of adenomatous polyps and the importance of colorectal

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