Media coverage of skin cancer advice and sun awareness campaigns may have generated a 47 percent increase in diagnoses of melanoma in just one year, according to research due to be released at the British Association of Dermatologists’ Annual Conference next week.

A team of dermatologists in Portsmouth examined data about referrals to their hospital dermatology department for suspected skin cancers, and correlated this with the numbers of tumours that were subsequently confirmed as skin cancers. They then investigated press reports from the same time periods and surveyed local GPs to try to explain their observations.

Skin cancer increase

The researchers found that since 2000, summer referrals between April and September are on average 41 percent higher than during the preceding winter months (October to March).

The largest increase was in summer 2008, when referrals were 64 percent higher than the preceding winter and 41 percent higher than summer 2007.

Local cancer network data from 2007 and 2008 showed a similar rise across the region, excluding the possibility that this particular dermatology department was seeing a disproportionate number of referrals compared to other clinics.

However, it was not just referrals that increased but also actual diagnoses of skin cancers. Pathology data comparing the year October to September 2006/7 to 2007/08 confirms an increase of 47 percent for melanomas (the least common but most dangerous type of skin cancer)  and 15 percent for squamous cell carcinomas (the second most dangerous type of skin cancer) diagnosed by the dermatology department.

Media reports

The team then searched selected national and local media for coverage relating to skin cancer during the same time frame. In summer 2008, 10 articles were identified locally, featuring six personal accounts from case studies. In contrast, the team could find no local reports about skin cancer in 2007.

The team also identified an increase in national media reports on skin cancer in 2008 compared to 2007.

A survey of local GPs revealed that 93 percent felt they were seeing more patients concerned about skin cancer than five years ago, with just over half (53 percent) noticing a specific increase in 2008.

A third of the GPs said that patients concerns were specifically prompted by media coverage in 2008 and a third felt that the 2008 media coverage had increased referrals from within their practice.

Nina Goad of the British Association of Dermatologists said: “In recent years a number of charities have been working hard to raise awareness of skin cancer. The national Sun Awareness campaign in particular focuses on early detection of skin cancer, teaching people how to check their skin and what signs to look out for. In 2008, the campaign received its highest level of media coverage to date, and it is so encouraging to think this might be making a difference and contributing to a 48 percent increase in melanoma diagnoses.

“We know that charities working to promote sun safety messages have helped to teach people about skin cancer prevention, such as wearing sunscreen, so it’s great to know that our media work around checking the skin are also proving successful in picking up skin cancers that might otherwise have gone undiagnosed.

“The fact that it is not just referrals that have increased, but also actual diagnosed cases of skin cancers, shows that media work is not just driving people to see their doctors unnecessarily – it is helping to detect skin cancers that if left undiagnosed could in fact kill people. Early diagnosis is crucial with melanoma, and this proves how helpful the media have been to our campaign.”

Dr Ann Lonsdale-Eccles, dermatologist at Portsmouth Hospitals Trust and one of the study’s authors, said: “Our results confirm an increase in urgent skin cancer referrals over the last eight years.  We found marked seasonal variation which has been attributed in part to targeted public awareness campaigns in spring. We observed a particularly large increase in referrals and confirmed cancers in 2008, which we feel may be related to increased media reports at that time.”

-Ends-
Notes to editors:

If using this study, please ensure you mention that the study was released at the British Association of Dermatologists’ Annual Conference.
The conference will be held at the Scottish Exhibition & Conference Centre, Glasgow from July 7th to 10th 2009, and is attended by UK and worldwide dermatologists and dermatology nurses.

Two-week wait skin cancer referrals – referral patterns, cancer incidence and the media
Ann Lonsdale-Eccles1, Jan Croker1, Chris Slade2, Steve Traer1, Jonathan Hayes1, Rachel Humphries1, Gemma Rainger1, Dierdre McCormick1, Stephen Keohane1
1Portsmouth Hospitals Trust, Portsmouth, United Kingdom, 2Hampshire Primary Care Trust, Eastleigh, United Kingdom

The British Association of Dermatologists is the central association of practising UK dermatologists. Our aim is to continually improve the treatment and understanding of skin disease.