title: What are cancer centers advertising to the public?: a content analysis.
abstract: BACKGROUND
  Although critics have expressed concerns about cancer center advertising, analyses of the content of these advertisements are lacking.
  
  
  OBJECTIVE
  To characterize the informational and emotional content of direct-to-consumer cancer center advertisements.
  
  
  METHODS
  Content analysis.
  
  
  METHODS
  Top U.S. consumer magazines (n = 269) and television networks (n = 44) in 2012.
  
  
  METHODS
  Types of clinical services promoted; information provided about clinical services, including risks, benefits, costs, and insurance availability; use of emotional advertising appeals; and use of patient testimonials were assessed. Two investigators independently coded advertisements using ATLAS.ti, and κ values ranged from 0.77 to 1.00.
  
  
  RESULTS
  A total of 102 cancer centers placed 409 unique clinical advertisements in top media markets in 2012. Advertisements promoted treatments (88%) more often than screening (18%) or supportive services (13%). Benefits of advertised therapies were described more often than risks (27% vs. 2%) but were rarely quantified (2%). Few advertisements mentioned coverage or costs (5%), and none mentioned specific insurance plans. Emotional appeals were frequent (85%), evoking hope for survival (61%), describing cancer treatment as a fight or battle (41%), and inducing fear (30%). Nearly one half of advertisements included patient testimonials, which were usually focused on survival, rarely included disclaimers (15%), and never described the results that a typical patient may expect.
  
  
  CONCLUSIONS
  Internet advertisements were not included.
  
  
  CONCLUSIONS
  Clinical advertisements by cancer centers frequently promote cancer therapy with emotional appeals that evoke hope and fear while rarely providing information about risks, benefits, costs, or insurance availability. Further work is needed to understand how these advertisements influence patient understanding and expectations of benefit from cancer treatments.
  
  
  BACKGROUND
  National Institutes of Health.
authors.forename: Laura B
authors.initials: LB
authors.lastname: Vater
authors.forename: Julie M
authors.initials: JM
authors.lastname: Donohue
authors.forename: Robert
authors.initials: R
authors.lastname: Arnold
authors.forename: Douglas B
authors.initials: DB
authors.lastname: White
authors.forename: Edward
authors.initials: E
authors.lastname: Chu
authors.forename: Yael
authors.initials: Y
authors.lastname: Schenker
mesh_terms: D000329:Advertising / Q000706:statistics & numerical data; D002173:Cancer Care Facilities; D006801:Humans; D008389:Marketing of Health Services / Q000706:statistics & numerical data; D009369:Neoplasms / Q000523:psychology / Q000628:therapy*; D014481:United States