The news: 73% of US adults are behind on one or more routine cancer screenings, up 4% year over year, according to the Prevent Cancer Foundation’s 2026 Early Detection Survey.

Among those who missed screenings:

• 42% didn’t know they needed a screening
• 36% don’t have a family history of cancer
• 35% cited cost concerns

Why it matters: Cost is emerging as a key barrier to cancer screenings, even though preventative care is typically low cost or free for most consumers.

• Among the Prevent Cancer respondents who cited cost concerns, 50% worried about the screening or appointment itself, 14% about the cost of follow-up care, and 12% about lost income or missing work.
• While around 90% of Americans are insured and preventive care like cancer screenings is required to be covered under the Affordable Care Act, cost-related hesitancy may stem from confusion over financial responsibility, according to Prevent Cancer. This includes additional diagnostic tests, follow-up imaging, or visits that may not be fully covered.

Implications for healthcare providers and marketers: Consistently missing preventive care increases the likelihood of later diagnoses and higher downstream costs.

While awareness campaigns—including two Super Bowl ads this year highlighting prostate and breast cancer screening—promote preventative care, they often fall short on what consumers need to act.

Healthcare and pharma marketers need to shift from broad messaging to practical support and next steps: what to do, when to do it, and what it will cost, if anything. That means replacing “talk to your doctor” messages with concrete tools like eligibility checklists, coverage explanations, and personalized reminders that include cost context.

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