05.20.2009 07:45

So why such an emphasis on breast cancer? I’m not sure why. Certainly there is a massive social movement organization behind this anti-breast cancer marketing and people in charge have made a decision to take this approach. I think, also, the body parts and the presumed cause of disease matter. Do we have less sympathy (and would, therefore, a similar marketing campaign be less effective) for lung cancer because we think that lung cancer patients are to blame for their own disease? Would we find colo-rectal-anal cancer-themed cream cheese somehow less appetizing? Or prostate cancer-themed gum? Do lymphoid and hematopoietic cancers affect parts of the body that are simply less iconic?
…I’m not trying to suggest that raising awareness of and funding research for breast cancer isn’t important, but I am interested in the strategies by which being “against” breast cancer is (literally) sold to us. And I’m curious about how this affects treatment and research funding, if at all, and the rationality of our resource distribution given the application of a marketing approach to (some) diseases (and not others).

Should Marketing Principles Be Applied to Disease?