Case Study

Leeds Lung Cancer Social Marketing

Lung cancer is the biggest cancer killer in the UK. Data showed that almost half of people with lung cancer in a large city were diagnosed at the later stage of the disease. The local NHS wanted to diagnose people with lung cancer at an early stage of the disease so their treatment is more successful.

Our team worked closely with clinicians, commissioners and service providers to develop and deliver a successful social marketing approach with the involvement of former lung cancer patients and members of the target population. A combination of advertising, marketing and PR was used to “pull” patients into an unique walk-in centre, set up in response to our market research and supported with targeted education for healthcare professionals and community health educators to ‘push’ people into the x-ray service and which addressed perceived barriers to referring people for chest x-ray.

Evidence to date suggests a change in behaviour among professionals with an exponential increase in chest x-ray referrals.

A higher proportion of people from deprived communities are also accessing walk-in services compared to standard healthcare pathways for chest x-ray referral.

West and South Yorkshire and Bassetlaw Commissioning Support Unit

West Yorkshire office:
Douglas Mill
Bowling Old Lane
West Yorkshire

Tel: 0845 1115000

South Yorkshire and Bassetlaw office:
722 Prince of Wales Road
South Yorkshire
S9 4EU

Tel: 0114 3051000

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