imho most of the screening programs will be government directed and driven. the estimates for costs / deaths of colorectal cancer treatment - for Aus alone comes in at just over $8.5 billion (say 17 yr period) not including loss of life intangibles. I query whether marketing spend will be in issue. for example the cervical cancer screening program simply tells the GP's what process to use (recently changed from Pap smear program to a DNA cytology based program) this has no marketing it was simply government directive because it was superior. I anticipate agreements with govt as national screening program partners as opposed to driven by marketing spend
