Sunnybrook Health Sciences Centre, Toronto, Ont.
Can Fam Physician. 2011 Jan;57(1):e7-15.
To obtain data that could be used to optimize the content and design of the targeted, mailed invitations that Ontario's provincewide colorectal cancer (CRC) screening program plans to use to increase screening uptake; to identify other strategies to increase CRC screening uptake; and to describe the effects of this qualitative work on a subsequent quantitative pilot study.
Qualitative study using semistructured focus groups.
Four different Ontario communities.
Six focus groups comprising a total of 62 participants.
Six focus groups were conducted in 4 different Ontario communities. For 3 of the communities, participants were recruited from the general population by a private marketing firm, using random-digit dialing, and received a small honorarium for participating. In Sault Ste Marie, participants were convenience samples recruited from a large primary care practice and were not offered compensation. Responses were elicited regarding various strategies for promoting CRC screening. Findings represent all responses observed as well as recommendations to program planners based on focus groups observations.
Key themes identified included the importance of receiving a CRC screening invitation from one's family physician; a desire for personalized, brief communications; and a preference for succinct information in mailed materials. Strong support was indicated for direct mailing of the CRC screening kit (fecal occult blood test). Our findings substantially influenced the final design and content of the envelope and letter to be mailed in the subsequent quantitative pilot study.
We report strong support from our focus groups for a succinct, personalized invitation for CRC screening from one's own family physician. We have also shown that qualitative evaluation can be used to provide decision makers with pertinent and timely knowledge. Our study is highly relevant to other public health programs, particularly other Canadian jurisdictions planning organized CRC screening programs.
获取数据，以便优化安大略省全省范围的结直肠癌（CRC）筛查计划用于提高筛查参与度的有针对性、邮寄邀请的内容和设计；确定其他提高 CRC 筛查参与度的策略；并描述这项定性工作对随后的定量试点研究的影响。
使用半结构式焦点小组的定性研究。
安大略省的四个不同社区。
62 名参与者，共分为 6 个焦点小组。
在安大略省的四个不同社区进行了 6 个焦点小组。对于其中 3 个社区，参与者是由一家私人营销公司通过随机数字拨号从一般人群中招募的，并因参与而获得少量酬金。在苏圣玛丽，参与者是从一个大型基层医疗实践中招募的方便样本，没有获得补偿。调查了促进 CRC 筛查的各种策略。研究结果代表了从焦点小组观察中得出的所有观察结果，以及基于这些观察结果向计划制定者提出的建议。
确定的关键主题包括从家庭医生那里收到 CRC 筛查邀请的重要性；个性化、简短交流的愿望；以及对邮寄材料中简洁信息的偏好。直接邮寄 CRC 筛查工具（粪便潜血试验）得到了强烈支持。我们的研究结果极大地影响了随后定量试点研究中要邮寄的信封和信件的最终设计和内容。
我们的焦点小组报告强烈支持从自己的家庭医生那里收到简洁、个性化的 CRC 筛查邀请。我们还表明，定性评估可用于为决策者提供相关和及时的知识。我们的研究与其他公共卫生计划高度相关，特别是其他计划开展有组织 CRC 筛查计划的加拿大司法管辖区。
