NY Times article on cancer center advertising

The December 19 issue of The New York Times includes an article about cancer center advertising, titled ‘Cancer Center Ads, Appealing To Emotions at a Fragile Time.’ It discussed advertising that is not substantiated by data, and brings up some interesting points about advertising that appeals to the emotions. Newly-diagnosed patients are in a state of shock, often overwhelmed by fear and a sense of helplessness.  Yet, how patients cope during those first few days and weeks after the news of their diagnosis – even though they feel totally unprepared to think or do anything – will have a profound impact on their futures.　 Unfortunately, most newly-diagnosed patients, regardless of how much information they have, are emotionally unprepared to face the impact that their condition may have on their life or to make decisions about their treatment.  In many ways, being faced with a medical diagnosis, while not usually a death sentence, is similar to hearing about a death.  We are left with the knowledge that bad things can happen, that we aren’t invincible, that life will never quite be the same.  The result is a crisis of the body, mind, and spirit.　 With few exceptions, healthcare professionals are not trained to help newly-diagnosed patients to deal with the emotional or spiritual aspects of their diagnosis.  And in today’s managed care environment, they don’t have the time anyway. Consequently, patients are that much more susceptible to the ‘fear, uncertainty, and doubt’ messages of medical center advertising, as your article points out.  Yet, a gray area exists here that I think is worth pointing out.  Newly-diagnosed patients are also at a crossroads, and evaluating the treatment options is crucial.　 They may not be presented with more than one treatment alternative by their practitioner, and the option they are presented with may not be the best.  Medical center advertising is an imperfect method of offering alternatives in an imperfect system.　 But newly-diagnosed patients have responded to these messages and have received the best treatment possible for their condition.  In the absence of programs that help newly-diagnosed patients cope with the emotional and spiritual effects of their diagnosis, to gather reliable information on treatment options, and to make rational decisions, medical center advertising does play a role in presenting what for some patients may be the best alternative.  And for patients newly-diagnosed with cancer, I have to agree with Memorial Sloan Kettering’s approach, to the effect of, ‘where you are treated first can make all the difference.’