October is Breast Cancer Awareness Month, when that particular cancer is in the spotlight. The No. 1 priority for any cancer patient should be to make informed treatment decisions. But according to a study by the University of Pittsburgh Medical Center, advertisements for cancer centers are too often long on emotion and short on realistic and useful information.

The study found that 85 percent of the ads were designed to tug at viewers’ heartstrings. Patient testimonials, usually focused on their survival against the odds, were used in almost half of them.

There is nothing wrong with offering hope, but it should be balanced with facts. Emphasizing success stories without saying what the typical patient might expect can be misleading. The ads also tend to omit any references to risk — less than 2 percent of those evaluated in the study mentioned it — and only 5 percent addressed costs or health-care coverage.

“Modern cancer treatment has plenty to offer without resorting to exaggeration and emotional ma­nipu­la­tion,” says John Santa, medical director of the Consumer Reports Health Ratings Center. So cut through the dramatic presentations and consider these factors instead:

Experience. Any facility you consider should be able to provide details about its proficiency treating your type of cancer and what its success rates are.


Treatment. A cancer center ad might tout “advanced treatment options,” but that alone doesn’t mean much. Find out how your medical team plans to treat your cancer. More than one option might be available, so what outcomes should you expect from each? Are there clinical trials of new treatments? What’s the timeline for treatment?

Risk. Different treatments may have different risks and side effects, such as anemia or incontinence. Doctors should be willing to explain them to you.

Cost. Cancer care is expensive. If you have insurance, your choices may be limited to those in your plan. If cost is a concern, ask the center you’re considering whether it offers financial assistance.

Quality of life. Fighting the battle against cancer is one part of your treatment. So is your comfort during that battle. What can be done to help you manage your symptoms? What kind of access will you have to your doctor? Are office hours convenient, and can you reach him or her during off-hours? If you’re traveling for care, does the center offer accommodations for you and your family?

Support services. Good cancer treatment goes beyond medical care. Ask about access to dietitians, physical therapists, social workers, psychologists and other professionals who can help you. What services are offered to family members? How the facility treats the person as well as the disease can make a big difference.

How to find a reliable facility

The following resources can help get you started in your search for a quality cancer center that’s right for you:

Your primary-care doctor. Most likely he or she can recommend an oncologist and/or clinic for treatment. Tapping into the experiences of relatives, friends and colleagues can also be helpful, but be sure to do your own research as well.

October is Breast Cancer Awareness Month, and everywhere you look you see pink-ribbon products. But how much of that money actually goes toward finding a cure? (Gillian Brockell/The Washington Post)

Commission on Cancer. The more than 1,500 facilities accredited by the Commission on Cancer, a program of the American College of Surgeons, are required to meet standards for quality, follow treatment guidelines and track performance to improve care. You can find accredited centers at www.facs.org/search/cancer-programs.

NCI-designated cancer centers. All 61 of the National Cancer Institute’s designated cancer centers conduct research and treat patients. (Seven other centers do laboratory research.) The University of Pittsburgh study found that NCI-designated centers were more likely than others to use testimonials and emotional appeals in their promos but that those facilities were considered top-notch in treating cancer.

Copyright 2014. Consumers Union of United States Inc.

For further guidance, go to www.ConsumerReports.org/Health, where more detailed information, including CR’s ratings of prescription drugs, treatments, hospitals and healthy-living products, is available to subscribers.