Colorectal cancer is one of the leading causes of cancer-related deaths in the United States, but when detected early, it can often be prevented or treated more effectively. Timely screening for colorectal cancer plays a crucial role in saving lives and avoiding preventable medical costs, making it a key responsibility to ensure members receive and complete their colorectal cancer screenings on schedule. To improve quality of care and outcomes, several key changes have been made to the Colorectal Cancer Screening (COL) measure. These changes will have a significant impact on health plans and quality leaders who are responsible for monitoring and improving the quality of care provided to members.
Overview of changes to the COL measure
The United States Preventive Services Task Force updated its colorectal cancer screening guidelines in 2021 to recommend that screenings begin at age 45 instead of 50 for average-risk individuals. This change was driven by the increasing number of colorectal cancer cases in younger adults.
In 2025, the CMS Star Rating program followed suit and expanded the age range of the COL measure to include members 45-49 years of age. This change will directly impact health plans by influencing Star Ratings, as it highlights an increased focus on early detection and preventive care.
The National Committee for Quality Assurance (NCQA) made updates to the COL measure for measurement year (MY) 2024, formalizing the removal of hybrid data sources and transitioning to claims or digital reporting. These changes are designed to improve early detection, reduce cancer-related deaths and improve the overall quality of care provided to members. The digital transition aligns with the healthcare system's broader strategy to improve preventive care by enhancing the accuracy, efficiency and timeliness of screenings. However, plans will need to critically evaluate their member engagement strategies that drive preventive care gap closure to not see a drop in COL measure performance.
What health plans should do next
Health plans will need to focus on population health strategies to improve screening rates and shift efforts from a sample of the population during hybrid review to data collection and interventions for all members due for colorectal cancer screening. Health plans should:
- Deploy targeted outreach to members within the recommended screening age range.
- Focus on member education around the importance of screening, different screening options and how they’re covered.
- Provide interventions to barriers to care and screening, such as transportation services, support with appointment scheduling and connectivity to community programs to help stabilize households.
- Engage providers in outreach to increase appointment scheduling.
By implementing effective strategies and embracing the multiple changes, health plans can improve their Star Ratings while making a lasting impact on members by raising awareness and access to life-saving colorectal cancer screenings.
Now, through a strategic partnership with Exact Sciences, health plans can administer at-home screening with Cologuard® and use Healthmine’s member engagement platform to increase gap closure. Healthmine can administer incentives for members to return kits, significantly improving screening rates. The Quality Relationship Management™ (QRM®) platform eliminates costly, underperforming outreach, and allows health plan partners to track performance quickly and easily.
Contact me at Tara.Dontje@Healthmine.com to learn more about this partnership and get started developing a tailored outreach strategy for the COL measure based on your plan’s performance history and member population.
Tara is a registered nurse with experience in Health Risk Assessments (HRA) and healthcare quality improvement. She is passionate about helping health plans use HRAs to improve member engagement, drive better health outcomes and advance health equity. Through her work, she shares insights on how organizations can turn HRA data into meaningful action.
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