With cancer care raining down more than $200 billion in billings on providers, giant hospitals and specialty treatment centers are resorting to unacceptable marketing and advertising hype, including pitches that “sell out” the credibility of science and a pillar of medical practice, commentators say.
Credit’s due to journalist Steve Salerno and the Wall Street Journal for a recent Op-Ed that’s worth a read as it makes the case outlined in the piece’s headline: “In war on cancer, truth becomes a casualty.”
Salerno blasts MD Anderson Cancer Center, Memorial Sloan-Kettering, and the Cancer Treatment Centers of America and others for waging costly, nationwide ad campaigns targeted at desperately sick patients. He faults these well-known institutions for relying on pure emotion and not fact to sell themselves. He says they resort to tugging at heart strings with “tear-jerker” patient testimonials, or by using pitch people with no other credibility than their celebrity.