It is no secret that there is a serious chronic disease epidemic in the United States. Chronic
disease comes in many forms: obesity, diabetes, heart disease, and cancer. The second leading cause of
death is cancer, accounting for about 23% of all deaths nationwide (Resnick & Siegel, 2013). Because
chronic illness accounts for so many deaths, it is urgent that public health address these issues and find
ways to prevent them. As Resnick and Siegel state, “The primary and most urgent challenge to public
health today is to find a way to halt the epidemic of chronic disease that threatens to dominate the
population in the 21st century (2013).” Among all cancer incidences, skin cancer is by far the most
common type (American Cancer Society, 2013).
There are three different types of skin cancer: (1) basal and squamous cell skin cancers, (2)
melanoma skin cancer, and (3) lymphoma of the skin. Basal and squamous cell cancers are the most
common types of cancer and are developed within the layers of the skin. About 8 out of 10 skin cancer
types are the basal cell carcinoma skin cancers (ACS, 2013). Basal cell carcinomas tend to develop on
sun-exposed areas such as the head or neck. Squamous cell carcinomas account for about 2 out of 10
skin cancers and also usually show up on sun-exposed areas of the body and are also found in scars or
skin sores. Squamous cell carcinomas tend to spread and grow more than the basal cell carcinomas and
are more likely to spread into the lymph nodes and other systems of the body, although it is fairly
uncommon for that to happen. With early treatment, the prognosis for these two types of skin cancer is
pretty good (ACS, 2013).
Melanoma skin cancer is a specific type of skin cancer found in the melanocytes, responsible for
the brown pigment, known as melanin. Moles are a type of benign tumor developed from melanocytes.
Most of these are benign and harmless, but having a certain type of them can make one more prone to
developing melanoma. Melanoma tumors are brown or black, usually, as the melanocytes are still
producing the melanin. It can occur anywhere on the skin, but they are most commonly found in the
trunk area for men and in the legs for women, but they are also sometimes found on the neck or face.
While anyone can develop this type of skin cancer, one’s risk will generally go down if they have darker
skin, meaning their skin generally produces more melanin than others. While melanoma is much less
common than the basal and squamous cell carcinomas, they are far more dangerous. The prognosis is
usually good if melanoma is detected early enough, but it is much more likely to spread to the other
systems of the body than the other carcinoma types of skin cancers (ACS, 2013).
Finally, lymphoma of the skin is a type of cancer of the lymph system. Non-Hodgkin lymphoma
can start in the skin and is therefore known as lymphoma of the skin. It is a cancer of the lymphocytes,
which is a type of cell that is used in the body’s immune system and these cell types can be found in
various parts of the body, including the skin. There are many different types of lymphoma of the skin
depending on how they look in the microscope and what specific type of lymphocyte they start in and
each type will behave differently than the others (ACS, 2013).
Skin cancer affects all ages and sizes and all skin types. It is estimated that about 1 in 5
Americans will get skin cancer in their life (Skin Cancer Foundation, 2013). Out of all cancers, skin cancer
is the most common and the most rapidly increasing. “From 1970 to 2009, the incidence of melanoma
increased by 800 percent among young women and 400 percent among young men (SCF, 2013).” While
skin cancer used to just be an issue for middle aged persons, it is becoming more of a problem for
younger people every year. “Melanoma is the most common form of cancer for young adults 25-29
years old and the second most common form of cancer for young people 15-29 years old (SCF, 2013).”
Because, most instances of skin cancer, particularly melanoma, is due to prolonged sun or UV ray
exposure, it is probably one of the most easily preventable forms of cancer that plagues our nation.
Because of the high incidence of skin cancer in the United States and that it affects all individuals
regardless of age, ethnicity, sex, etc., that makes it a top priority for public health officials.
According to the Skin Cancer Foundation, skin cancer is the most common type of cancer
affecting all individuals and is also the easiest to cure, if diagnosed early enough (2013). Therefore,
assisting individuals and educating them on how they can help detect any changes in their skin is crucial
for public health and something that can be done through a social marketing strategy. The challenge
being: How can public health officials not just educate individuals but provide the right kind of tools
through a marketing strategy to influence and motivate people to take part in early detection?
References
American Cancer Society (2013). Learn about Cancer: Skin Cancer. Retrieved September 8, 2013 from
http://www.cancer.org/cancer/skincancer/index
Resnick, E.A. & Siegel, M. (2013). Marketing Public Health. Burlington, MA: Jones and Bartlett Learning.
Skin Cancer Foundation (2013). Skin Cancer Facts. Retrieved September 8, 2013 from
http://www.skincancer.org/skin-cancer-information/skin-cancer-facts