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Healthy Skepticism Library item: 12182

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Breast-cancer awareness: too much of a good thing?
Lancet Oncol 2007 Dec; 8:(12):1041
http://www.thelancet.com/journals/lanonc/article/PIIS1470204507703479/fulltext


Abstract:

This month, The Lancet Oncology is devoted largely to breast cancer to coincide with the San Antonio Breast Cancer Symposium (TX, USA; Dec 13–16, 2007). Breast cancer attracts a large amount of attention-more than might be expected on the basis of incidence and clinical challenge. From the amount of media coverage, a layperson could easily believe breast cancer is the most prolific and most deadly of all cancers, but how has this trend come about? Of the many answers, which include
diff erences in patient demographics or comparative ease of research, one possible answer centres on the many awareness campaigns that have increased the public’s perception of breast cancer. These campaigns have improved care for many patients by enabling better prevention, screening, knowledge and under standing of treatment options, research funding, and political will, but have also increased many undesirable consequences…
Current levels of awareness about breast cancer have

Keywords:
PMID: 18054867 [PubMed - in process]


Notes:

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963