Sunday, February 9, 2014

2014 World Cancer Marketing Day

"The greatest risk of getting breast cancer tomorrow is being born today in a developing country. The greatest risk of not surviving breast cancer today is being a woman in the Philippines." - Rosa Francia Meneses, 1999 World Conference on Breast Cancer
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The primary goal of the World Cancer Day on February 4th is the significant reduction of death and illness caused by cancer by the year 2025. Previously set to 2020, the organizers led by the Union for International Cancer Control (UICC) will always extend the deadline because cancer is an incurable disease.

Considering that UICC was founded 80 years ago when cancer was not yet a prevalent disease, it would be interesting to know how such an organization can possibly exist for such a long period and now come up with a most overarching goal. In the world cancer day's website, one is even asked to sign up for a “cancer free world!” 

During the 2002 World Conference on Breast Cancer in Victoria, B.C., I was accosted by a Berkeley Professor for the PBCN handouts which stated “Stop Breast Cancer!” Short of saying that I was out of my mind, he categorically stated it will never happen. The global movement for the eradication of breast cancer, of which the Philippine Breast Cancer Network is a part of, carries a patient's perspective as opposed to the medical point of view. In this regard, our advocacy is much, much bolder than that of the UICC.

The UICC will never have in its Board of Directors, well respected doctors and scientists who will not tow the line of the pharmaceutical industry. Supporters of the UICC include AMGEN, Roche, Boehringer Ingelheim, GlaxoSmithKline, Pfizer, Bayer, Novartis, Sanofi and MSD. Would anyone ever think that the UICC would ever bite the hand that feeds it? Rather, it would serve themselves to nurture a lucrative cancer market! 

Early 2012, a cancer stake-holders consultative meeting was held under the wings of the UICC. Just like the World Cancer Day which sounds and looks good, it didn't smell nice. They will forever push lifestyle and pharma but never touch on the environment.Cancer meetings that look good but smell bad!


Even the Department of Health has no standing program on cancer which is not even listed in its disease surveillance because for the DOH, cancer not a disease that needs to be seriously addressed. Looking back, all their past programs on breast cancer have failed miserably from the time it embarked 20 years ago to reduce the incidence rate of breast cancer in the country. 




All it can offer is the Medicines Access Program of DOH-NCPAM which caters to the medicinal needs of patients who cannot afford treatment for Breast Cancer Stage I-IIIA Patients through the Philippine Cancer Society. Try availing of this. Another breast cancer program to surely fail.

Then, under its Z Benefit Package, PhilHealth announced in 2012 that it would provide to its members P100,000.00 for the treatment of breast cancer (stage 0 to IIIA). In reaction to this, I warned PhilHealth of the over diagnosis and over treatment of breast cancer.  Yet now, the Pre-Authorization checklist for breast cancer is no where to be found in the website of PhilHealth! Was it scrapped just a few years after it was offered to its members? If so, why?

Patients are the major stakeholder and they must be at the center of all decision making. Women do not want to have breast cancer yet they are being led to believe that with early detection, there is a cure. So are women being made to have annual cancer causing mammograms? Prevention is knowing and avoiding identified environmental carcinogens.

The World Cancer Declaration's Target # 3 states: "To reduce exposure to cancer risk factors." If they really mean on having a world free of cancer, you do not reduce but eliminate known environmental causes of breast cancer! The incidence rate of breast cancer worldwide has nearly tripled since 1980 and will certainly be a "run away train" in the years to come. In our country, 1 in 13 Filipino women will get breast cancer.

One of the Global Advocacy Messages states, “That the success of early detection programs can be measured by a reduction in the stage of the cancer at diagnosis with earlier diagnosis associated with a reduction in the risk of dying from cancer."

It takes 5 to 10 years before the first symptoms of breast cancer are manifested. How then can there ever be early detection? So all women must undergo annual mammograms year in and year out until one day they are told that they already have breast cancer? Will all women starting at age of puberty be periodically screened for breast cancer? Will women with early diagnosis, even of the non-invasive type be made to lose their breasts and later submit to chemotherapy just to supposedly make sure she is said to be cancer-free and cured? How I wish it were as simple as that!

And now, the Philippine Medical Association (PMA) is calling for the return of local public hospitals and health centers to the control of the Department of Health (DOH) because local government units (LGUs) have failed to adequately provide quality health services to the people. The shortage of 930,000 doctors was even cited. Unfortunately, as I had earlier shown, the DOH can not or will not truly act on the cancer epidemic, except to banner pink ribbons and support pharmaceutical initiatives. The solution lies not in having so many doctors but in having lesser patients!


Yes, the World Cancer Day is one huge marketing event of the cancer industry – just like the breast cancer month every October. I would like to refer to a parable about saving babies from drowning in a river. All heroic efforts were focused downstream until one asked "who’s throwing all of these babies into the river in the first place!" To truly end breast cancer, we must look upstream and stop the cause.


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