Challenge: HCPs and insurers have been skeptical of the efficacy of CT colonoscopy (CTC), often referred to as ‘virtual colonoscopy’. A significant number of patients forego colorectal cancer screening because of the discomfort involved. Bracco had two products that could optimize both diagnostic yield and patient comfort during CTC, but optical colonoscopy has been the traditional choice and persuading the medical establishment had proven to be difficult

Strategic Approach: Developed a formulary kit that not only provides information on the two products, but more importantly positions CTC as a patient-friendly alternative for HCPs who have patients that refuse to undergo traditional optical colonoscopy. This monograph also disseminated the recent findings of the ACS–U.S. Multi-Society Task Force on Colorectal Cancer–ACR Guidelines for Screening for the Early Detection of Colorectal Cancer that recently established virtual colonoscopy as a viable, safer, and patient-friendly method of colon cancer screening