Assistant Professor of Marketing, Mendoza College of Business
University of Notre Dame
Regular screening tests save lives through early detection, which enables more timely and efficacious treatment. However, cancer screening rates are too low. According to the CDC, cancer screening tests for cervical, breast, and colorectal cancer falls short of Healthy People targets, and there are substantial screening disparities among underserved populations. In his research, Yixing investigates how health care institutions should design outreach programs to boost liver cancer screening rates while saving more money for the health care system. Currently, outreach programs have two salient characteristics that can limit their effectiveness. First, they are implemented as mass communication programs with varying intensities. Second, they treat all at-risk patients the same. Combining machine learning algorithms and large-scale field experiments, Yixing shows that personalized outreach programs can increase screening rates and save more money for the health care system.