The trend: Colon cancer screening bookings on Zocdoc surged 140% on February 11—the day actor James Van Der Beek’s death from the disease at age 48 was announced—according to data shared with EMARKETER.

• Among patients under 50, those screening appointments rose by more than 200%.
• Visits for potential colon cancer symptoms (e.g., blood in stool, abdominal pain) rose 30% above average.

Why it matters: There are three primary types of colorectal cancer screening tests, but many consumers are unsure which to choose, when to start, or what to expect—signaling a gap in education/awareness.

• 79% of people are unaware of the recommended age to begin colonoscopy screenings, per a March 2025 MedStar Health survey. For context, people at average risk for colorectal cancer begin regular screening at 45, while those with risk factors may need to start earlier.
• Anxiety is a leading reason people delay colon cancer screening, especially colonoscopies, which have a reputation for being unpleasant.
• Limited time and the belief that good health makes screenings unnecessary also contribute—mirroring common reasons people delay routine medical visits more broadly.

Education and awareness are critical preventative measures as colorectal cancer rises among younger people: 1 in 5 new cases now occur in those under 55, doubling from 1 in 10 in 1995. Medical experts haven’t identified a precise cause for rising rates among younger people, generally pointing to environmental, genetic, and lifestyle factors.

Celebrity news and actions shape healthcare decisions—from influencers sharing personal experiences with medical conditions or treatments to tragic deaths that heighten awareness of the risks of neglecting one’s health. Previous Zocdoc data showed that when mega-celebrities like Whoopi Goldberg, Serena Williams, and Oprah publicly disclosed using weight loss drugs, bookings for GLP-1 consultations on the platform spiked in the following days.

Implications for healthcare marketers: Providers and insurers want more consumers to complete preventive screenings, but often struggle to craft messaging that drives action. Booking spikes following Van Der Beek’s passing highlight how major news events can prompt people to reevaluate their health priorities—and underscore the broader importance of accessible preventive care awareness.

Healthcare marketers must stay attuned to key news and cultural moments, and be sure to share timely screening information, partner with trusted institutions like the American Cancer Society, and show how their organization reduces logistical and access barriers to care.