Reimagining the future of cancer screening
‘Breast friends’ go to screenings together.
Imagine the future of healthcare. A future where consumers are empowered to make informed decisions using data and technology. To co-design their treatment plans and receive personalised care.
Consumer demand, government policy, and technology advancements are reshaping the health system as we know it. Healthcare is moving from responding to illness to sustaining well-being. And the future of health and wellness will be predictive, preventative and personalised, with consumers firmly at the heart. To help reimagine the future, we’re exploring what faster, more personalised interventions could look like – such as cancer screening.
With cancer screening rates varied across the country, and significant inequities when it comes to access and outcomes, there’s need for change. One in two people will get cancer in their lifetime in the UK, and screening is a vital lifesaving service. But access to screening varies by demographic - with lower uptake from people living in high areas of deprivation and minority ethnic populations. Some of the barriers to screening we discovered include insufficient data, lack of knowledge, cultural challenges, and fragmentation across services.
Designing more participation-friendly services can improve screening uptake. That’s why reimagining an experience, starts with the end user. By speaking with the people really impacted, to understand their needs and wants, we’ve outlined the steps to designing more inclusive solutions.
How would the public design the future of cancer screening?
Inclusive design aims to remove barriers by creating solutions that are accessible and usable by everyone. So, how could things look different? We spoke to the public to hear their ideas…
|
Responses |
Agree |
|---|---|
|
1. Make it very easy, like a walk-in or drive through |
82% |
|
2. To take place more locally (perhaps at the GP Surgery or nearest clinic) |
76% |
|
3. Very near me and short waiting time |
76% |
|
4. Flexible appointment slots over a few weeks or a month possibly |
71% |
|
5. More information, & to be contacted regarding suitable times, rather than just being booked in without any contact |
71% |
|
6. Having a cure for cancer |
71% |
|
7. Appointment time |
65% |
|
8. More information about the risks of not having one |
59% |
Above are the top eight responses submitted and voted on by 50+ women eligible for breast cancer screening and living within priority areas for screening uptake (Hackney, London).
‘Breast friends’ go to screenings together
What if screening was a social activity? What if bowel cancer tests could be carried out with a buddy pledge, or a breast screening visit could be booked in pairs? Participants could tap in to let their loved ones know they have participated in cancer screening and encourage them to go too. Participants could also pay it forward, by sharing information with a friend about the benefits of screening.
‘Change the place, change the conversation’
What if cancer screening was an occasion to chat and connect over a coffee? What if screening could be something you want to go to? Screening programmes or awareness campaigns could take place in spaces such as faith centres, leisure centres or even a barber – with individuals encouraged to meet up, schedule appointments and participate in screening. Participation could even be packaged with an entertainment experience, such as attending a free film screening.
What’s next?
Screening programmes need to focus on designing and delivering services that are accessible to all, regardless of background or life experience. This involves:
- Better use of existing NHS data to unlock a more targeted approach to screening
- Empowering the public through omnichannel communications – helping them to manage their own health and overall wellbeing
- Designing for inclusion, by understanding how best to engage with populations with low uptake
- Creating a collective plan to drive change across the system
Access to data, new communication channels and scaling up proven methods could improve engagement, help save lives and lead to cost savings. Contributing to a future of health and wellness with consumers firmly at the heart.
