Health Communication with Colorectal Cancer
Cancer is defined as “a malignant tumor of potentially unlimited growth that expands locally by invasion and systemically by metastasis.” Therefore, cancer cells grow out of control, and can grow forever and move to different areas of the body through the vascular systems of the body. (Battle, 2009). One type of cancer is colorectal cancer, which starts in the colon or rectum of the gastrointestinal system. Most of the cases with colorectal cancer begin with a polyp growth in the inner lining of the colon or rectum, where the growth can become cancerous at a certain point. The chance of the polyp become cancerous depends on the type of polyp growth; there are two types of polyps: adenomatous and hyperplastic polyps/ inflammatory polyps. Adenomatous polyps can become cancerous, and as such they are known as a pre-cancerous condition. Hyperplastic and inflammatory polyps are a lot more common to have, and they are not considered pre-cancerous. Characteristics that increase the risk of developing colorectal cancer includes the size of the polyp (larger than 1 cm), the number of polyps (over 2), and if one experiences dysplasia after the polyp(s) is/are removed.
Once a polyp forms within the body it can grow into the wall, starting with the innermost layer known as the mucosa and grow outward to the other layers. This allows the polyp to grow in the blood and lymph vessels; if is through this connection that the cancer cells can then travel to different parts of the body (What Is Colorectal Cancer, 2017). Of all the cases of colorectal cancer, adenocarcinomas accounts for more the 95% of the cases, where the cancer starts in the mucus of the colon and rectum (Battle, 2009). Other types of cancers that can take place in this area are carcinoid tumors, gastrointestinal stromal tumors, lymphomas, and sarcomas. Carcinoid tumors occur due to specialized hormones within the intestine. Gastrointestinal stromal tumors occur from interstitial cells of Cajal, and they can be found anywhere within the digestive tract, but they are commonly found within the colon. Cancer that starts within the lymph nodes are called lymphomas, and they can be found in the colon and rectum. Finally, sarcomas start in blood vessels, muscle layers, or other connective tissue within the colon or rectum (What Is Colorectal Cancer, 2017).
There are several risk factors for this type of cancer, and some of them can be prevented. These include being overweight or obese, not being physically active, eating high amounts of processed foods and red meats, eating low amounts of vegetables and fruits, smoking, and consuming large amounts of alcohol have all been linked to a higher risk of developing colorectal cancer. However, some risks one can not control; these include being older, having a history of colorectal polyps or cancer, a history of inflammatory bowel disease or colorectal cancer, and having an inherited syndrome through gene mutations (Battle, 2009). Along the same line, studies have shown a link between ethnic and racial backgrounds and the likelihood of contracting the cancer. African Americans have the highest incident rate of the cancer in America, along with Eastern Europeans and Ashkenazi Jews. People also have an increased risk of developing the cancer if they have type 2 diabetes because they share common risk factors, such as being overweight and lacking physical activity (What Is Colorectal Cancer, 2017). Therefore, although some items can not be undone, one can prevent the chance of developing cancer by living a healthy life.
Since most of the cases with colorectal cancer begin from precancerous polyps, screening tests can be used to remove the polyps before they turn into cancer. Because of this, screening begins at the age of 50, and the U.S. Preventive Services Task Force recommends that those aged 50 to 75 be screened for colorectal cancer at regular intervals. There are cases, however, where an individual would need to be tested earlier than 50. Some of these reasons are due to the following: a close relative or the person has the cancer, the person has inflammatory bowel disease, or if the person has a genetic syndrome such as familial adenomatous polyposis (What Should I Know About Screening, 2017).
Health communication helps to create social change through people’s attitudes, external structures, and through modifying or eliminating behaviors through the work of practitioners and scholars; it is through this process that people confront public health challenges through both behavioral and social learning theories and models. It can be defined as “the study and use of communication strategies to inform and influence individuals decisions that enhance health.” Health communication can be accomplished through the use of interventions, programs, and products to promote health changes the individuals and populations. It is through these ideas that health can be marketed to the public. By identifying the specific target population, programs, projects, and interventions can be created to support and influence the behavior change. When conducting health communication, one should be aware of the product, price, place, promotion, and policy. Along with these ideas, health communication can be accomplished by reviewing background information on the problem, creating objectives, analyzing the targeted population, developing message concepts, selecting communication channels and messages, develop and promote the plan, implementing communication strategies, and conducting outcome and impact evaluations (What is Health Communications, 2011).
Health communication, then, could be used in regards to colorectal cancer. Behavioral changes can be made to the public to make them more aware of their body and the risks that colon and rectal cancer can have. Remarkable, around 30-50 percent of cancers are preventable. Therefore it will be important for public health professionals to share this information within the population and steps that can take place to ensure that fewer people develop cancer, which gives the most cost-effective long-term strategy to control cancer. Policies and programs should be created to cause and raise awareness, which would include ways to reduce risk factors and ways to adopt to a healthier lifestyle. The single most avoidable risk factor for cancer mortality is tobacco, which kills around 6 million people a year. Tobacco, which has more than 7000 chemicals, is known to cause more than 50 types of cancers. Some of these cancers are the following: lung, oesophangus, larynx, mouth, throat, kidney, bladder, pancreas, stomach, oral, cervix, and pancreatic. Therefore, programs should be created to not only persuade people to stay away from tobacco, but also show the ugly truth of what tobacco products, including non-smoking products, do to the body and others around them.
Obesity and diet is another main concern in the country. Dietary modifications need to take place to ensure fewer people get cancer from their weight; studies have shown a link between obesity and the following cancers: oesophangus, colorectal, breast, kidney, and endometrium. When one is getting their routine visit for their colon, rectum, breast, and other body parts they should be informed of potential risk factors for developing several types of cancer, including their weight. Suggestions should also be made so that the patient is aware how to reduce their risk, such as suggesting regular physical exercise, eating more amounts of fruits and vegetables, losing weight, and reducing alcohol use (Cancer prevention, 2017). These should be highlighted in a positive way because they are actions that a person has control over and could change.
When not at the doctor, those in the community can become more aware of colorectal cancer through social media; this can be done by companies and organizations using a consistent, authentic voice giving information to a targeted population and describing goals to reach. To ensure success, time, technology, authority and thinking all need to be thought out first (Harris et al, 2012). Concerning colorectal cancer, discussion posts about the cancer and signs and symptoms can be stated, along with who is at risk and what someone can do to reduce their risk. Companies should also pay online sources for space to advertise their information and a link to their website. During routine colorectal cancer screening, public health professionals should explain the purpose of the screening and why it is important. They should also explain the risks associated and what can be done to reduce the risk. They should also explain the importance of having this screening occur on a regular basis. Through this, the sustainability of routine testing can increase through not only word of mouth, but also through social media. Through the advances of science and medicine the fecal immunochemical test has been created for colorectal cancer, which is a simple and painless procedure that can be completed at the patient’s home. The test uses antibodies to detect any small traces of blood within the stool sample, which is a possible indication of the cancer (Battle, 2009). This test should also be advertised on social media so people are aware of their options and what the test does and does not do. To overcome implementations, one should consider their targeted audience and how they would inform the audience about the disease. This could be accomplished through using only scholarly articles and documentation, earning grants, and advertising information in clinics and hospitals.
References:
Battle, C. U. (2009). Essentials of public health biology: a guide for the study of
pathophysiology. Sudbury, MA: Jones and Bartlett.
Cancer prevention. (2017). Retrieved April 10, 2017, from https://www.who.int/cancer/prevention/en/
Harris, S., Scelza, M., & Warlick, R. (2012, October). 5 Best Practices For Public Health Departments' Social Media Strategy. Retrieved April 10, 2017, from https://ben.engagelms.com/learn/pluginfile.php/469328/mod_page/content/3/5-Best-Practices.pdf
What Is Colorectal Cancer? (2017). Retrieved April 10, 2017, from https://www.cancer.org/cancer/colon-rectal-cancer/about/what-is-colorectal-cancer.html
What is Health Communications? (2011, May 10). Retrieved April 10, 2017, from https://www.cdc.gov/healthcommunication/HealthBasics/WhatIsHC.html
What Should I Know About Screening? (2017, March 23). Retrieved April 10, 2017, from https://www.cdc.gov/cancer/colorectal/basic_info/screening/