The 69 National Cancer Institute-designated Cancer Centers are premier academic institutions that place significant value on research integrity and an ethic that rigorous evidence should guide patient care and define expectations. Recent patient-focused advertising has strayed from these values, obscuring valid reasons for seeking care at these centres.
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The authors declare no competing financial interests.
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Rubenson, D., Kapp, D. Getting real about NCI-designated Cancer Center advertising. Nat Rev Clin Oncol 14, 195–196 (2017). https://doi.org/10.1038/nrclinonc.2017.28
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