| Course | IHP 510 Marketing, Communications Strategies and Outreach |
|---|---|
| Module | Module 9 |
| Paper type | final integrated health marketing communication plan |
| Length | About 1,020 words, 6 pages |
| Format | APA 7 student paper |
| School | Southern New Hampshire University |
| Program | MS Healthcare Administration |
| Updated | September 2026 |
Free sample paper for IHP 510 Module 9
Screen for Life: An Integrated Marketing Communication Plan for Colorectal Cancer Screening at Lakeview Health System
[Student Name]
Southern New Hampshire University
IHP 510: Marketing, Communications Strategies and Outreach
Module Nine Final Project
[Instructor Name]
[Date]
Screen for Life: An Integrated Marketing Communication Plan for Colorectal Cancer Screening at Lakeview Health System
Executive Summary
Across its twelve primary care sites, Lakeview, the composite system in these samples, screens 58% of eligible adults for colorectal cancer, with lower rates among Medicaid, Spanish-preferring and Black patients. Screen for Life is an eighteen-month social marketing campaign built around mailed stool test kits and patient navigation, supported by segment-specific messages delivered through direct, clinic and community channels and a small paid media component. Its objective is to raise screening to 70% overall and narrow the largest gaps by at least twelve percentage points, at a first-year cost of about 180,000 dollars.
A Social Marketing Approach
Grier and Bryant (2005) define social marketing as using marketing principles to influence voluntary behavior for social benefit, built on learning about the audience, dividing it into groups, offering something valued in exchange for change, reckoning with rival behaviors and managing the four Ps. Screen for Life follows that approach. Its product is prevention and peace of mind through a simple test; its price is lowered by free kits, clear instructions and navigation; its place is the patient's home; and its promotion is tailored to each segment. The competing behavior is inaction, and the exchange offers ease and reassurance in place of avoidance.
Situation and Objectives
Lakeview's strengths include record systems that identify every overdue patient, an active patient portal and a population health team; its weaknesses include no mailed kit program and no campaign staff. Opportunities include the lowered screening age and a Medicaid incentive; threats include misinformation and a regional gastroenterology shortage. Objectives are behavioral: 70% overall screening, 58% among Medicaid patients, 62% among Spanish-preferring patients and 63% among Black patients, 45% kit return within ninety days and 80% colonoscopy completion after positive results.
Audience Segments
Record data, a bilingual survey and six focus groups identified five segments: newly eligible adults who feel too young, lapsed screeners who lack reminders, Medicaid patients facing cost, transportation and time barriers, Spanish-preferring patients who want information from trusted sources in Spanish and Black men who described mistrust and discomfort with colonoscopy and preferred physician and peer messengers.
Messages and Messengers
Messages emphasize benefit and ease rather than fear, consistent with evidence that beliefs about benefits and barriers drive screening more than fear of disease. The shared core message promises prevention, a free test and only a few minutes at home. Kreuter et al. (2003) describe strategies for cultural appropriateness, from linguistic adaptation to involving community members and reflecting shared values, and argue that deeper strategies matter most. Screen for Life therefore writes Spanish materials originally in Spanish, frames messages around family, uses community health workers and a Spanish radio host as messengers and partners with Black physicians, churches and barbers to reach Black men.
The Outreach Core
Across the U.S. trials pooled by Dougherty et al. (2018), sending tests to homes and assigning navigators ranked near the top for lifting screening completion. Screen for Life mails kits in monthly waves to overdue patients after a pre-mailing text, with picture instructions and prepaid return envelopes, followed by reminders at two and four weeks tailored to stated barriers and calls at six weeks. Navigators support patients with barriers and call every patient with a positive result within three business days to schedule colonoscopy in slots reserved with the partner gastroenterology group.
Channels and the Role of Media
Wakefield et al. (2010) concluded that mass media campaigns can shift health behavior, but effects are strongest when linked to services and sustained over time. Screen for Life therefore spends most of its budget on channels that deliver the test itself and uses media to point people toward it: portal messages and targeted social media for newly eligible adults, texts and calls for others, Spanish radio and community partners for segments with larger gaps. Television and billboards were left out: they would reach many people who are already screened or not eligible, at a steep price for each overdue patient.
Campaign Design Principles
Noar (2006) summarized principles associated with successful health campaigns: formative research, theory-based design, audience segmentation, tailored messages, channels the audience uses, high and sustained exposure and rigorous evaluation. Screen for Life applies each: it began with research, uses behavior change evidence, segments its audience, tailors messages, selects channels by segment, plans at least three contacts per patient and evaluates behavior, not just reach.
Crisis Readiness
Lessons from the pilot, including a vendor labeling error and a kit recall, produced a crisis plan with a designated spokesperson, message templates, a scalable phone line, rapid patient contact procedures and a same-day public notice for any recall or privacy incident.
Staff will rehearse the plan once before launch so that roles are familiar when a real problem arrives.
Budget and Evaluation
The first-year budget of about 180,000 dollars covers kits, postage and laboratory processing, outreach and navigation staff time, text messaging and printing, community partner support and radio and modest social media advertising. Evaluation tracks screening rates overall and by segment each month against baseline, kit return rates, reminder responses by barrier, colonoscopy completion after positives, cost per completed screening and channel attribution through tracking codes. Results are reviewed monthly and the campaign adjusted.
Table 1. Objectives and Measures
| Measure | Baseline | Eighteen-month target |
|---|---|---|
| Screening rate, all eligible patients | 58% | 70% |
| Screening rate, Medicaid patients | 44% | 58% |
| Screening rate, Spanish-preferring patients | 49% | 62% |
| Screening rate, Black patients | 51% | 63% |
| Mailed kits returned within 90 days | Not applicable | 45% |
| Colonoscopy within six months after positive test | Not tracked | 80% |
Note. Baselines are illustrative for the composite system.
Limitations
Campaign effects in the literature are real but modest, and many studies come from settings unlike Lakeview's. The gastroenterology shortage could delay follow-up. Segments overlap, and attribution across channels will be imperfect. The campaign will report these limits alongside its results.
Conclusion
Screen for Life markets a behavior, not a hospital. It rests on research about its audience, delivers the test itself to people's homes, speaks to each segment through trusted voices, prepares for crises and measures completed screenings. That integration, rather than any single message or channel, is what gives it a chance to close Lakeview's screening gaps.
References
Dougherty, M. K., Brenner, A. T., Crockett, S. D., Gupta, S., Wheeler, S. B., Coker-Schwimmer, M., Cubillos, L., Malo, T., & Reuland, D. S. (2018). Evaluation of interventions intended to increase colorectal cancer screening rates in the United States: A systematic review and meta-analysis. JAMA Internal Medicine, 178(12), 1645-1658. https://doi.org/10.1001/jamainternmed.2018.4637
Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Review of Public Health, 26, 319-339. https://doi.org/10.1146/annurev.publhealth.26.021304.144610
Kreuter, M. W., Lukwago, S. N., Bucholtz, D. C., Clark, E. M., & Sanders-Thompson, V. (2003). Achieving cultural appropriateness in health promotion programs: Targeted and tailored approaches. Health Education & Behavior, 30(2), 133-146. https://doi.org/10.1177/1090198102251021
Noar, S. M. (2006). A 10-year retrospective of research in health mass media campaigns: Where do we go from here? Journal of Health Communication, 11(1), 21-42. https://doi.org/10.1080/10810730500461059
Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261-1271. https://doi.org/10.1016/S0140-6736(10)60809-4
What the IHP 510 Module 9 instructions ask for
The IHP 510 final project usually asks for a complete integrated marketing communication plan for a health organization's campaign: situation analysis, objectives, audience research and segments, messages, channels, implementation, crisis readiness, budget and evaluation. Expect ten to fifteen APA 7 pages. Revise earlier milestones into one coherent plan, keep numbers consistent and show how each element supports the behavioral objective. Explain your evidence base for the core intervention and for the role of media, and report objectives by segment so progress on disparities is visible. Instructors reward plans that integrate the parts rather than stacking them. IHP 510 graders notice clean headings in IHP 510 papers. IHP 510 names and dates need checking before IHP 510 submission.
How this IHP 510 Module 9 final project example is built
This final plan presents Screen for Life, an eighteen-month campaign to raise a composite health system's colorectal screening from 58% to 70% and narrow gaps for Medicaid, Spanish-preferring and Black patients. Grier and Bryant's social marketing principles frame the marketing mix, Kreuter and colleagues' cultural strategies shape Spanish-first messages and trusted messengers and Dougherty and colleagues' evidence puts mailed kits and navigation at the core. Wakefield and colleagues and Noar guide a limited media role and campaign principles. Crisis readiness, a 180,000-dollar budget, a segment-level target table and candid limitations complete it. IHP 510 students can reuse this structure for IHP 510 work. IHP 510 claims here trace to cited IHP 510 sources.
Where the IHP 510 Module 9 rubric puts the points
Final integrated plans in IHP 510 are commonly judged on coherence across components, a behavioral objective with segment targets, research-based segmentation, evidence-based messages and channels, a strong core intervention, crisis readiness, a realistic budget, evaluation of behavior, scholarly writing and APA 7. The best plans show every element serving the same behavior and let evidence decide where money goes. Plans lose points when milestones are pasted together, when media spending outweighs the core intervention without justification or when evaluation measures only reach. Reporting targets by segment is often credited as serious attention to equity. IHP 510 marks favor careful formatting across IHP 510 sections. IHP 510 citations keep every IHP 510 argument credible.
IHP 510 Module 9 help: the mistakes that cost points
In IHP 510, final projects often lose points for disconnected sections, inconsistent numbers, objectives measured by awareness alone and budgets that favor visible media over proven interventions. Another frequent weakness is dropping segment-specific targets in the final plan. Revise into one plan, keep figures aligned, anchor it in a behavioral objective, follow the evidence and evaluate behavior by segment. If your instructor requires an executive presentation or creative samples, add those requirements to your IHP 510 notes so the plan includes them. IHP 510 drafts start well from a IHP 510 outline. IHP 510 feedback already received guides IHP 510 revisions.
Get IHP 510 Module 9 written to your instructions
Send the IHP 510 final project instructions and your milestones. The plan will be integrated into one campaign anchored in a behavioral objective, with research-based segments, evidence-based messages and channels, crisis readiness, budget and evaluation by segment, within 24 to 48 hours, free the first time. The paper above is an original model document written by our desk, not a submitted student paper and not an official Southern New Hampshire University document.
More IHP 510 papers and related MS Healthcare Administration samples
- IHP 510 Module 1 Discussion: Marketing a Hospital Versus Marketing a Health Behavior
- IHP 510 Module 2 Audience Research Paper: Segmenting Adults Overdue for Colorectal Cancer Screening
- IHP 510 Module 3 Milestone One: A Situation Analysis for a Screening Campaign
- IHP 510 Module 4 Message Design Paper: Targeted and Tailored Screening Messages
- IHP 510 Module 5 Milestone Two: A Channel Strategy Weighed Against the Evidence
- IHP 510 Module 6 Social Media Paper: What Social Media Can and Cannot Do for Health Communication
- IHP 510 Module 7 Milestone Three: A Mailed Test Kit Outreach Plan with Navigation
- IHP 510 Module 8 Crisis Communication Paper: Communicating During a Crisis: A Mailing Error and a Kit Recall
- IHP 505 Module 3 Milestone One: An Access Problem Worth Fixing
- IHP 501 Module 4 Racism and Health Paper: Discrimination and Structural Racism as Determinants of Health
- IHP 200 Module 7 Project Two: A Community Walking Program for a Neighborhood Clinic
- HCM 345 Module 2 Coding and Documentation Short Paper
IHP 510 Module 9 questions, answered
Where can I find a free IHP 510 Module 9 Final Project sample?
Read the complete plan on this page: Screen for Life, an integrated marketing communication plan for colorectal cancer screening.
What is an integrated marketing communication plan?
A plan in which research, objectives, segments, messages, channels, outreach, budget and evaluation all work together toward one behavioral goal.
What should a health campaign's objectives measure?
Behaviors, such as completed screenings, with targets overall and for groups facing disparities.
How much of a health campaign budget should go to media?
Evidence suggests prioritizing interventions that make action easy, such as mailed kits, and using media to support them.
Why include crisis readiness in a marketing plan?
Errors and recalls happen; prepared templates, roles and contact procedures protect patients and trust.