Implementing skin cancer screening clinics in a rural community: A case study of diffusion theory

Skin cancer screening clinics were introduced into a number of towns throughout Queensland as part of the Melanoma Screening Trial (MST), a study investigating the efficacy of screening for melanoma. The MST requires 60% of these towns' populations aged over 30 years to be screened for

melanoma within a three year intervention phase. The aim of this case study is to assess the relationship between Rogers' (1995) diffusion of innovations and the health promotion strategies implemented to encourage attendance at skin cancer screening clinics.

Data were obtained from a number of sources, including administrative files, progress reports, interviews and focus groups and were positioned within a comparative theory/practice matrix. Pattern matching logic was used to

assess the relationship between the health promotion strategies and the theoretical construct of diffusion of innovations.

All components of diffusion of innovations (Rogers, 1995) were addressed by the health promotion strategies encouraging attendance at the skin cancer screening clinics. The delivery of the skin cancer screening clinics was in accordance with principles identified by past diffusion research. The skin cancer screening clinics conformed to most predictors of diffusion success and were delivered within a "real" environment, as suggested by past community -based interventions. A number of changes to existing health promotion strategies and the addition of some new strategies have been suggested to improve the rate of diffusion of skin cancer screening clinics in

the future.