Improving Cancer Outreach Effectiveness Through Targeting and Economic Assessments: Insights from a Randomized Field Experiment
Open accessAbstract
Patients at risk for hepatocellular carcinoma or liver cancer should undergo semiannual screening tests to facilitate early detection, effective treatment options at lower cost, better recovery prognosis, and higher life expectancy. Health care institutions invest in direct-to-patient outreach marketing to encourage regular screening. They ask the following questions: (1) Does the effectiveness of outreach vary among patients and over time?; (2) What is the return on outreach?; and (3) Can patient-level targeted outreach increase the return? The authors use a multiperiod, randomized field experiment involving 1,800 patients. Overall, relative to the usual-care condition, outreach alone (outreach with patient navigation) increases screening completion rates by 10–20 (13–24) percentage points. Causal forests demonstrate that patient-level treatment effects vary substantially across periods and by patients’ demographics, health status, visit history, health system accessibility, and neighborhood socioeconomic status, thereby facilitating the implementation of the targeted outreach program. A simulation shows that the targeted outreach program improves the return on the randomized outreach program by 74%–96% or $1.6 million to $2 million. Thus, outreach marketing provides a substantial positive payoff to the health care system.
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From A strategic framework for artificial intelligence in marketing (2021) · cites this paper as Chen et al. 2020
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“…and data-mining techniques (Drew et al. 2001), screening and targeting cancer outreach marketing using machine learning and causal forests (Chen et al. 2020), optimizing promotion targeting for new customers using various machine learning methods (Simester et al. 2020), identifying the…”
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Dixit, S. (2021) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-7998-7959-6.ch006 · Cited by 9 · see citing works
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- Authors
- Chen, Y., Lee, J.-Y., Sridhar, S. (., Mittal, V., McCallister, K., & Singal, A. G.
- Affiliations
- University of Notre Dame (US)
- Iowa State University (US)
- Texas A&M University (US)
- Rice University (US)
- The University of Texas Southwestern Medical Center (US)
- Corresponding author
- Chen, Yixing
- ORCID
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2020-03-17
- Volume
- 84
- Issue
- 3
- Pages
- 1-27
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2993509418
- Cited by
- 70
- References
- 64
- Citations by year
- 2026: 2 · 2025: 13 · 2024: 8 · 2023: 17 · 2022: 12 · 2021: 13 · 2020: 5
- FWCI
- 8.81
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Marketing (publishedVersion, cc-by-nc)
- Funders
- National Cancer Institute (AHRQ R24HS022418)
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Health Promotion and Cardiovascular Prevention
- Health Sciences › Medicine › Oncology › Global Cancer Incidence and Screening
- Health Sciences › Health Professions › General Health Professions › Healthcare, Law, Governance, and Management Studies
- Keywords
- hepatocellular carcinoma, liver cancer screening, targeted outreach, patient navigation, screening completion, causal forest, neighborhood socioeconomic status, health system access, healthcare marketing
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