NEW research suggests social media could expand access to lung cancer screening information, reaching more than one million eligible adults in the United States through targeted Facebook advertising and connecting many with digital screening education tools.
Low Awareness Limits Lung Cancer Screening Uptake
Despite strong evidence that lung cancer screening can reduce mortality by detecting cancer at earlier and more treatable stages, participation remains extremely low. Many individuals who meet screening eligibility criteria are unaware that screening exists or do not regularly interact with healthcare systems where it might be offered. Increasing awareness is therefore considered a major public health priority.
Researchers investigated whether targeted social media advertising could help address this gap by delivering tailored information about lung cancer screening to adults at higher risk. The strategy formed part of the INSPIRE Lung Study, which aimed to promote engagement with LungTalk, an evidence based digital communication intervention designed to improve knowledge and informed decision making about screening.
Trial Methods and Reach of Lung Cancer Screening Campaign
The analysis evaluated five Facebook targeted advertisement campaigns launched over a 79-day period across the United States. Advertisements targeted adults aged 50 to 80 years who had interests related to smoking or smoking cessation and directed users to a study website where they could learn about lung cancer screening and complete an eligibility screener.
Overall, the campaigns reached 1,048,191 unique users and generated 3,109,482 impressions, representing total advertisement displays including repeat exposures. A total of 24,816 individuals clicked on the advertisements, producing a 2.37% click through rate, and 7117 people completed the eligibility screener.
Among those screened, 1272 individuals (17.9%) met lung screening criteria, and 483 participants enrolled in the trial, representing a 38% participation rate among eligible users. The digital strategy was also cost efficient, with a cost per click of 0.40 US dollars, and a cost per enrolled participant of 19.46 US dollars. Researchers also noted that individuals reached through the campaign were demographically diverse and included people who may have limited contact with traditional healthcare services.
Implications for Future Lung Cancer Screening Strategies
The findings suggest that social media advertising can provide a scalable approach to expanding awareness of lung cancer screening at the population level. Importantly, the study defined reach as exposure to screening information rather than trial enrolment alone, highlighting the value of early digital contact with health messages.
Researchers emphasised that future work should explore integrating educational interventions directly within social media platforms and examine whether increased digital exposure ultimately leads to higher screening uptake and improved clinical outcomes.
Reference
Carter-Bawa L et al. Leveraging social media to achieve population-level reach of lung cancer screening–eligible individuals: RE-AIM framework–based secondary analysis of a randomized controlled trial. J Med Internet Res 2026;28:e80281
Featured image: Елена Бутусова on Adobe Stock
