Patterns of proton beam therapy for prostate cancer advertising on the Internet.

Abstract

e16098 Background: Due to increased cost and unproven advantage over traditional radiation techniques, large insurance payers have declined to reimburse for proton beam therapy for prostate cancer. Yet, patients request this modality. A possible reason for this is the marketing efforts, including those on the internet. We analyzed the content of websites through common search engines. Methods: Utilizing the search phrase “proton therapy for prostate cancer”, through Google, Bing and Yahoo, webpages were judged on trends in information provided. Results: 15 centers were evaluated. All 15 centers advertised the technique as “more precise”, “more effective”, “fewer side effects” and less likely to affect the healthy organs compared with IMRT. 65% used phrases including “innovative”, “higher dose of radiation than IMRT”, “spares healthy tissues”, and “smaller radiation fields.” 30% advertised it as” the most targeted form of radiotherapy” and stated that protons can “selectively kill cancerous cells.” 15% des...