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JM Webinar: Personalized Cancer Outreach Saves Both Lives and Money

Cancer screening opens the door for early detection, more cost-effective treatment options, and better recovery prognosis. Yet, only 8% of U.S. adults over 35 utilize cancer screenings. To encourage them, healthcare institutions want to design the most effective outreach programs to encourage cancer screenings.

This webinar reports findings of an NIH-sponsored study in the Journal of Marketing that uses advanced machine learning to develop personalized cancer outreach marketing efforts that can simultaneously improve patient screening completion rates by up to 24 percentage points and return on outreach programs by up to 96 percent.

Full article in the Journal of Marketing

Read the Scholarly Insight for this article here.