Evaluation of a “loss-framed” minimal intervention to increase mammography utilization among medically un- and under-insured women

This study was conducted because mammography is under-utilized, even though it is the most effective early detection screening device for breast cancer. A loss-framed telephonic message based on prospect theory was evaluated for the effects on mammography utilization among medically un- and under-insured women living in demographically similar rural counties in Florida. The sample consisted mostly of White women (≈89%) 50–64 years old. Experimental group participants received the loss-framed message telephonically and those in the comparison group received the “usual telephone procedure.” Logistic regression analyses revealed that women who received the loss-framed message were six times more likely to obtain a mammogram (OR=6.6, P<0.0001). The impact of the loss-framed message persisted even after adjustment for initial versus re-screen mammogram effects. This in-reach, loss-framed, minimal intervention seems to have viability and may serve as an alternative or adjunct program for encouraging women to receive mammograms.