||5R44CA063935-03 Interpret this number
||Video Breast Health Kits for Older Women
The goal of this project is to further development and clinical
validation of high impact ethnically sensitive video breast health kits
to promote self-monitored breast cancer screening practices of women
over 60 years. Interactive African-American and caucasian kits have
been completed. A Latina kit will be designed. Multisite field-testing
in five geographically distinct rural and urban areas will demonstrate
the effectiveness of the product in recruiting older women to
mammograms, teaching proficient breast self examination and enhancing
knowledge about breast cancer risks and early detection. The
feasibility of broadcasting the video over public/cable television to
determine its impact on home viewers will be piloted.
As consumers become more proactive in monitoring their own health,
the increased availability of home VCRs and the demand for interactive
health promotion television programming is driving the market for
high-quality instructional videos. Commercialization will target insurers
interested in early detection to reduce the cost burden of advanced
disease and providers using home television instruction as a cost-
effective alternative to one-on-one patient teaching. Breast health kits
as innovative channels for information of dissemination to high risk
populations are expected to promote health by decreasing mortality and
morbidity from breast cancer.
PROPOSED COMMERCIAL APPLICATION: Prospective subcontractors
including insurance companies, HMOs and managed care groups have
indicated interest. CDC Breast Cancer Initiative sites, NCI Cancer
Centers and CCOPs have purchased kits and are potential markets.
Primary care providers and health promotion video distributors offer
another major avenue for commercialization. Marketing through large
retail companies and as promotionals for pharmaceutical companies is
also being explored.