MedicalResearch.com Interview with: Yael Schenker, MD, MAS Assistant Professor Division of General Internal Medicine Section of Palliative Care and Medical Ethics University of Pittsburgh Pittsburgh, PA  15213 MedicalResearch: What are the main findings of the study?  Dr. Schenker: We analyzed the content of cancer center advertisements placed in top TV and magazine media markets in 2012.  Out of 1427 advertisements that met our initial search criteria, we found 409 unique advertisements that promoted clinical services at 102 cancer centers across the country.  These advertisements promoted cancer treatments (88%) more often than cancer screening (18%) or supportive services (13%).  Provision of information about clinical services was scant. For example, 27% of advertisements mentioned a benefit of advertised services and 2% quantified these benefits.  2% mentioned a risk of advertised services and no advertisements quantified these risks.  5% mentioned costs or insurance coverage and no advertisements mentioned availability under specific insurance plans.  In contrast, use of emotional appeals was frequent (85%).  Emotional appeals commonly evoked hope for survival, focused on treatment advances, used fighting language, and/or evoked fear.  Nearly half of all advertisements included patient testimonials, overwhelmingly focused on stories about survival or cure.  Only 15% of testimonials included a disclaimer (for example, “most patients do not experience these results”) and none described the outcome that a typical patient may expect. (more…)