Background: Despite the proven mortality benefit of screening colonoscopy, approximately 27% of hospitalized women are non-adherent with colorectal cancer screening guidelines. Colonoscopy is the most frequently used test for colorectal cancer screening in US. Although Medicare and most insurance plans would cover screening colonoscopy, colorectal cancer screening has not been part of usual hospital care. This study explores the mean amount of money that hospitalized women are willing to contribute towards the cost of a screening colonoscopy during a hospital stay.
Methods: A cross sectional bedside survey consisting of a contingent valuation questionnaire was used to assess the contribution these women considered to be justified for the convenience of an inpatient screening colonoscopy. The probit regression model was used for the analysis of contingent valuation data to predict mean willingness-to-pay towards inpatient screening colonoscopy.
Results: Of the 312 enrolled patients, 48% were willing to pay a mean of $171.56 (95% CI, $37.59–$305.54 – p 0.012) in advance towards the cost of an inpatient screening colonoscopy. After adjustment of possible socio-demographic and clinical covariates that could impact willingness to contribute, hospitalized women were willing to pay a mean of $178.41 (95% CI, $40.67–$316.16 – p 0.011).
Conclusions: The study’s findings suggest that hospitalized women value the prospect of screening colonoscopy during hospitalization. Offering screening colonoscopy to nonadherent hospitalized women, especially those who are at high risk for developing colorectal cancer, may improve adherence among hospitalized women.