Unorthodox therapy and your cancer patient.

Major differences exist between healthcare professionals and the general public in the way in which they view disease processes. Healthcare professionals use a scientific approach, while many of the middle-class public's perceptions of disease are based on a commonsense model. Today's proponents of unorthodox therapy are well-educated, media-conscious, and effective salespersons. More than 50% of patients receiving cancer therapy also use some form of unorthodox treatment. Of all patients who try unconventional therapy, up to 40% may ultimately give up conventional treatment. This is particularly tragic when patients have a potentially curable form of cancer. Physicians need to be aware of the magnitude of this problem and of the rationale used to promote unorthodox therapy. An informed, available, receptive physician remains one of the best defenses against cancer quackery.