Charlottesville, Va.-based UVA Health is expanding its Stay in the Game initiative, a targeted prostate cancer screening program aimed at boosting early detection among Black men.
Speaking with Becker’s, Thomas Loughran, MD, director of the UVA Cancer Center, shared how the health system fosters successful partnerships with community organizations to help implement screening programs like Stay in the Game.
Editor’s note: Responses have been lightly edited for clarity and length.
Question: How is UVA Cancer Center measuring the clinical and operational effects of Stay in the Game?
Dr. Thomas Loughran: Stay in the Game has recently launched in the community, so evaluation is in its early stages. However, we are committed to tracking both clinical and operational outcomes as the program progresses.
Key evaluation metrics will include increased awareness of prostate cancer, engagement with our patient navigators and completion rates of prostate cancer screening among high-risk populations, especially among those who are provided navigation. Through our navigation efforts combined with our educational campaigns and events, we will be able to measure how many men complete screening, and assess changes in knowledge, attitudes and patient-provider communication around prostate cancer. Over time, we expect the program to contribute to reducing disparities in prostate cancer.
Q: What lessons has UVA learned from partnering with community leaders that could inform other health systems looking to replicate a similar grassroots approach?
TL: The UVA Comprehensive Cancer Center partners with the communities we serve. The practice of engaging with community partners requires investment of time and resources. In addition, identifying this type of partnership is a priority. Some key lessons for others looking to replicate a similar approach to reduce cancer disparities include listening, sharing power in decision-making and committing to long-term relationships.
Some of the most impactful programs begin with a conversation with community members, even before developing a plan. The Stay in the Game program was developed after the Cancer Center identified higher prostate cancer mortality in certain communities. Instead of designing a solution in isolation, we brought data to the community and asked for their perspective. Through these listening sessions, we learned that prostate cancer was often a taboo topic that many men only heard about in the context of late-stage diagnoses and poor outcomes. This insight shaped our entire approach and enabled us to develop a responsive plan.
Effective community engagement means elevating community voices beyond consultation to true collaboration. Following the listening sessions, the Cancer Center partnered with local leaders to co-create Stay in the Game. A diverse steering committee of community representatives was established to guide the initiative’s design, messaging and implementation. These members not only helped shape the program, but also served as trusted messengers, expanding the reach and credibility of Stay in the Game within their networks.
Trust is foundational, takes years to build, and both communication and commitment to maintain. UVA Cancer Center’s community partnerships are rooted in sustained engagement, not “one-off” programs. By consistently showing up, supporting partners through challenges, and celebrating shared successes, the Cancer Center has cultivated relationships that make initiatives like Stay in the Game possible. Long-term investment in people and partnerships is critical to meaningful, community-driven change.
Q: What should hospital and health system leaders understand about shifting the narrative around men’s health, particularly the stigma that prevents men from seeking early screening and care?
TL: Hospital and health system leaders need to recognize that shifting the narrative around men’s health involves more than education. It also requires addressing stigma, cultural norms and systemic barriers may sway men from seeking cancer screenings. Initiatives like Stay in the
Game help counter existing barriers by normalizing conversations around cancer screening and sharing real stories from local men. Our educational materials often feature familiar faces from the community, along with personal quotes about their screening journeys, helping to build trust and relatability.
Many men are unaware of their increased risk for prostate cancer, particularly Black men and those with a family history, who are at the highest risk. Providers play a critical role in communicating this risk, offering guidance on when to get screened, and ensuring that shared decision-making is standardized and accessible.
Finally, reaching men may require messages delivered through multiple, trusted avenues. While conversations with healthcare providers are ideal, some men may not engage in routine care.
Partnering with trusted community voices, such as peers, barbers or faith leaders, can be key to delivering health messages in a way that feels relatable.
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