Silverlink, UnitedHealthcare recognized for increasing colorectal cancer screenings among minorities

Silverlink Communications, Inc., and UnitedHealthcare's program to increase colorectal cancer screenings among minority populations earned the companies a 2013 Outstanding Leadership in Population Health Award from the Care Continuum Alliance (CCA) at the recent CCA Forum 2013.

According to Karen Moseley, CCA Director of Research, "Since 1999, these highly competitive awards have recognized best practices in overall population health. The proposals are selected for presentation through a peer-review process and the award winners are chosen by a jury of industry experts. UnitedHealthcare and Silverlink earned the honor of 'best poster' for their outstanding presentation of their efforts to increase colorectal cancer screening rates among minorities."

UnitedHealthcare has worked with Silverlink since 2008 to reduce health disparities by increasing colorectal cancer screening rates among minority populations. Through Silverlink's deep analytics and consumer-engagement strategies, UnitedHealthcare tested member outreach initiatives with nearly half a million health plan participants to analyze screening rates among different ethnic groups, identify the barriers preventing these individuals from receiving screening tests, and determine the most effective methods of encouraging specific groups to complete recommended screenings.

"Our test and learn programs enabled refinements to targeting, messaging and communications mix strategies that UnitedHealthcare was then able to incorporate in its member engagement outreach," said Jack Newsom, ScD, Vice President, Marketing Analytics, Silverlink Communications.

Using this research, UnitedHealthcare created customized outreach programs that help remove barriers to care - making health care more personal, simple and accessible for its health plan participants. As a result of these programs, colorectal cancer screening rates among minority populations enrolled in UnitedHealthcare benefit plans rates have improved. For example, minority men who received a personalized phone call completed their cancer screening nearly 11 percent more often than those who received a recorded call.

"We work with people to ensure they receive timely colorectal cancer screenings, which in turn helps them take charge of their health and improve their health and well-being," said Jennie Roberts, UnitedHealthcare Vice President of Member Engagement Programs. "Our partnership with Silverlink to increase colorectal cancer screening rates - especially among minorities - has led to better health outcomes and quality of life."

Jan Berger, M.D., Chief Medical Officer for Silverlink, said, "This award is a testament to how our work with important customers like UnitedHealthcare can lead to improving someone's health or saving lives."