“The Katie Couric Effect: Don't be afraid of a Colonoscopy

Most people know by now that Katie Couric became an advocate for colorectal cancer screening after her husband, 42-year old lawyer Jay Monahan, died from the disease in 1998.

Katie has continued to push the importance of the colonoscopy in screening for colon cancer:

"once you hit 40, it's time to start a dialogue about colorectal cancer with your doctor to determine your risk and whether you should begin colonoscopy screening earlier than recommended."

Interestingly, there was a study published in the July 14, 2003 issue of the Archives of Internal Medicine that investigated the impact of Couric’s colorectal cancer awareness campaign. Entitled "The Impact of a Celebrity Promotional Campaign on the Use of Colon Cancer Screening", the study concluded that "

"...celebrity involvement in health issues can have a significant effect, even if the celebrity does not suffer from the disease or condition they are publicizing.

An article on About.com describes the study where researchers reviewed the number of colonoscopies performed by 400 gastroenterologists in 22 states.

The number of tests during the 20 months previous to Couric’s televised colonoscopy was compared to the number of tests completed in the 9 months following. Researchers discovered that prior to the awareness campaign on the Today Show, gastroenterologists completed an average of 15 colonoscopies per month. After Couric’s televised test, the number rose to 18.1 per month. Other significant changes include an increase in the percentage of women (from 43.4% to 47.4%) and a decrease in the average age (60.8 years to 59.9 years) of persons undergoing colonoscopy. Researchers conclude that Couric had a significant effect on the public’s willingness to undergo preventive health care for colorectal cancer.

It was noted in the study, however, that while celebrities may have "the best of intentions", there is potential for harm if erroneous or unconfirmed information is passed along to the public.

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