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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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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963