Saturday, 31 July 2021

Never too Late - Cancer Centers push Patients to Quit Smoking

When cancer patients stop smoking, they heal faster, experience fewer side effects from treatment and lower their chances of tumors returning. Now, top cancer hospitals are helping patients quit as evidence mounts that it’s never too late.

The newest research, reported Monday, shows lung cancer patients who stopped smoking gained nearly two years of life compared to those who continued to smoke.



In the U.S., many cancer centers offer proven quit strategies: phone counseling, nicotine patches and pills that ease the urge to smoke. More cancer doctors are talking to their patients about quitting.

For some patients, the shock of a cancer diagnosis can be highly motivating.

“It’s the biggest reason I’ve ever had in my life to quit,” said Preston Browning, an electrician in Ridgetop, Tennessee, who quit cigarettes last month while recovering from cancer surgery.

Browning, now 20 years old, had smoked a pack a day since he was 14. He credits the stop-smoking drug Chantix and support from tobacco treatment specialists at the Vanderbilt-Ingram Cancer Center. Nurse Lesa Abney listened to Browning’s reasons for smoking — he described smoking as “me time” and “a little reward” — and suggested strategies he could use: Eat breakfast instead of lighting up each morning. Reach for a toothpick after lunch. Treat yourself with dessert.

“If it wasn’t for Lesa, I think it would have been harder,” Browning said.

Browning had sarcoma in his leg, a rare cancer of unknown cause.

In contrast, lung cancer is largely linked to tobacco use, so smokers may feel shame, despair and hopelessness after diagnosis, experts say. It can be welcome news to hear from doctors that they, too, can benefit from quitting.

In Monday's study, researchers followed 517 Russian lung cancer patients who smoked, checking annually to see whether they’d quit. After five years, nearly 60% of those who quit smoking were alive, compared to about 47% of those who continued smoking.

The effect held up regardless of tumor stage, how much the patient smoked or how long after diagnosis they quit, researchers reported in the journal Annals of Internal Medicine.

“Doctors at every visit should encourage their lung cancer patients to quit smoking,” Sheikh said.

A $27 million National Cancer Institute program is helping 53 cancer centers integrate tobacco treatment into care. It has reached more than 50,000 patients since 2018.

“We’ve already learned a tremendous amount from this,” said Director Dr. Ned Sharpless. “With relatively modest support — these are not huge, expensive programs — you can markedly increase the number of patients you reach.”

The next step, he said, is spreading the know-how to smaller cancer clinics.

In California, the Stanford Cancer Institute phones patients who use tobacco to offer support from specialists and stop-smoking medication

“If you’ve got life-saving treatment it should be provided to all patients,” said Judith Prochaska who directs Stanford's tobacco program, which received the federal funds.

At Stanford’s cancer clinics, about 1 in 4 patients who accept tobacco treatment remain tobacco free after two years, Prochaska said.

Mike Fulton, 71, a retired bank president in San Jose, California, smoked a pack a day for decades before he was diagnosed with throat cancer last year. After successful radiation and chemotherapy, he said, he still sneaked occasional cigarettes, thinking, “This is crazy. The cancer’s cured, but I know I’m hurting myself because I can feel it.”

He sought help, and began weekly phone chats with a Stanford counselor. A tip he followed: Make your cigarettes harder to reach. He moved them farther and farther away, starting from a drawer in the bedroom.

"Finally, I put them on the roof in a gutter. To reach it, I needed a metal ladder. Which I climbed once, and had a puff from a pack that had seven cigarettes in it.”

“Now,” Fulton said, “they’re gone.”

Nicotine gum and a twice-a-day pill help with cravings.

In Houston, more than 1,000 patients a year at the MD Anderson Cancer Center take part in tobacco treatment, receiving counseling alone or with medications. It's not enough to refer someone to a quit line, said program director Diane Beneventi

“I wish every person who has cancer who smokes knew they stand to gain a great deal if they quit,” Beneventi said. “It’s more important now than it’s ever been in their life.”

Browning, the Tennessee patient, had tried to quit smoking twice before. He believes  it will stick this time.

“Smoking with cancer? I feel like that’s tempting fate.”

Cancer: Understanding the Disease, Its Causes, and Advances in Treatment

Cancer is a complex and multifaceted disease characterized by the uncontrolled growth and spread of abnormal cells. It arises when genetic mutations disrupt the normal regulatory mechanisms that control cell division, leading to the formation of tumors or the invasion of healthy tissues. With over 100 different types identified, cancer can affect virtually any part of the body, making it one of the leading causes of death worldwide. Understanding its causes, risk factors, diagnostic methods, and treatment options is crucial for prevention and effective management.

What Is Cancer? At its core, cancer is a disease of the genes. Normally, cells grow, divide, and die in a controlled manner, ensuring the body’s tissues and organs function properly. However, when DNA damage occurs and is not repaired, mutations can accumulate, causing cells to proliferate uncontrollably. These abnormal cells may form a mass called a tumor, which can be benign (non-cancerous) or malignant (cancerous). Malignant tumors have the potential to invade nearby tissues and metastasize, spreading to distant parts of the body through the bloodstream or lymphatic system.

Types of Cancer Cancers are classified based on their origin: - Carcinomas arise from epithelial cells (e.g., lung, breast, prostate, and colon cancers). - Sarcomas develop in connective tissues like bones, muscles, or cartilage. - Leukemias affect blood-forming tissues, leading to abnormal white blood cell production. - Lymphomas originate in the lymphatic system. - Central nervous system cancers involve the brain and spinal cord.

Each type behaves differently, requiring tailored approaches to diagnosis and treatment.

Causes and Risk Factors While the exact cause of cancer is often unclear, several risk factors increase susceptibility: 1. Genetic Mutations: Inherited conditions like BRCA1/BRCA2 (linked to breast and ovarian cancers) or Lynch syndrome (colon cancer) raise risks. 2. Environmental Exposures: Carcinogens such as tobacco smoke, asbestos, UV radiation, and certain chemicals contribute to DNA damage. 3. Lifestyle Choices: Smoking, excessive alcohol consumption, poor diet, and physical inactivity are major preventable causes. 4. Infections: Viruses like HPV (cervical cancer), Hepatitis B/C (liver cancer), and H. pylori (stomach cancer) play a role. 5. Age: The risk increases with age due to accumulated genetic damage over time.

Symptoms and Diagnosis Cancer symptoms vary widely but may include unexplained weight loss, persistent fatigue, lumps, changes in bowel or bladder habits, and unusual bleeding. Early detection improves outcomes, making screening programs (e.g., mammograms, colonoscopies) vital. Diagnostic tools include: - Imaging tests (X-rays, CT, MRI, PET scans). - Biopsies (tissue sample analysis). - Blood tests (tumor markers like PSA for prostate cancer).

Treatment Options Treatment depends on cancer type, stage, and patient health. Common approaches include: 1. Surgery: Removal of tumors and surrounding tissue. 2. Radiation Therapy: High-energy beams target and destroy cancer cells. 3. Chemotherapy: Drugs kill rapidly dividing cells but may affect healthy tissues. 4. Immunotherapy: Boosts the immune system to recognize and attack cancer cells. 5. Targeted Therapy: Drugs focus on specific molecular abnormalities in cancer cells. 6. Hormone Therapy: Blocks hormones that fuel certain cancers (e.g., breast, prostate).

Prevention and Research Preventive measures include avoiding tobacco, maintaining a healthy weight, limiting alcohol, protecting against infections (e.g., HPV vaccination), and regular screenings. Advances in genomics, immunotherapy, and personalized medicine are revolutionizing treatment, offering hope for more effective and less toxic therapies.

Cancer remains a formidable global health challenge, but progress in research and early detection continues to improve survival rates. Public awareness, lifestyle modifications, and access to advanced treatments are key to reducing its burden. With ongoing scientific breakthroughs, the future holds promise for better prevention, diagnosis, and management of this devastating disease.

Stop Smoking Tips: A Comprehensive Guide to Quitting for Good

Smoking is a harmful habit that poses severe risks to health, including lung disease, heart conditions, and cancer. Despite the known dangers, quitting can be challenging due to nicotine addiction and psychological dependence. However, with the right strategies, it is possible to overcome this habit and lead a healthier life. Below are practical and effective tips to help you stop smoking for good.

1. Understand Your Motivation Before quitting, identify your reasons for wanting to stop. Whether it's improving health, saving money, or setting a good example for loved ones, a strong motivation will keep you committed. Write down your reasons and revisit them whenever cravings strike.

2. Set a Quit Date Choose a specific date to quit smoking. This gives you time to prepare mentally and physically. Avoid selecting a high-stress day, as stress can trigger relapse. Mark the date on your calendar and inform friends or family for accountability.

3. Seek Professional Help Consult a healthcare provider for guidance. They may recommend nicotine replacement therapies (NRTs) like patches, gum, or lozenges to ease withdrawal symptoms. Prescription medications, such as varenicline or bupropion, can also reduce cravings.

4. Identify and Avoid Triggers Recognize situations that prompt smoking, such as stress, social gatherings, or drinking coffee. Develop alternative responses—chew gum, take deep breaths, or go for a walk when cravings arise.

5. Adopt Healthy Habits Exercise regularly to reduce stress and improve mood. A balanced diet helps repair damage caused by smoking. Drinking plenty of water flushes toxins from your body and reduces cravings.

6. Use Behavioral Therapy Cognitive Behavioral Therapy (CBT) helps change thought patterns associated with smoking. A therapist can teach coping mechanisms to resist cravings and manage stress without cigarettes.

7. Join a Support Group Connecting with others who are quitting provides encouragement and accountability. Organizations like the American Lung Association offer programs such as Freedom From Smoking.

8. Try Alternative Therapies Some find relief through acupuncture, hypnosis, or mindfulness meditation. While results vary, these methods can complement traditional quitting strategies.

9. Reward Progress Celebrate milestones, whether it’s a day, week, or month without smoking. Treat yourself to something enjoyable, reinforcing positive behavior.

10. Stay Persistent Relapses are common but don’t indicate failure. Analyze what triggered the slip-up and adjust your strategy. Each attempt brings you closer to quitting permanently.

11. Avoid Alcohol and Other Triggers Alcohol lowers inhibitions, increasing the likelihood of smoking. Limit or avoid it during early quitting stages. Similarly, stay away from smokers if peer pressure is a challenge.

12. Keep Your Hands and Mouth Busy Replace smoking with activities like chewing sugar-free gum, snacking on healthy foods, or using a stress ball. This helps break the physical habit.

13. Educate Yourself on Withdrawal Symptoms Nicotine withdrawal can cause irritability, headaches, and fatigue. These symptoms are temporary, usually peaking within the first week. Knowing what to expect makes them easier to manage.

14. Use Mobile Apps and Quitlines Apps like QuitNow! or Smoke Free track progress and provide motivational tips. National quitlines offer free counseling and support.

15. Visualize Success Imagine a smoke-free life—better health, more energy, and financial savings. Visualization strengthens commitment and keeps long-term goals in focus.

16. Clean Your Environment Remove cigarettes, lighters, and ashtrays from your home, car, and workplace. Wash clothes and upholstery to eliminate smoke smells, reducing temptation.

17. Practice Stress Management Since stress is a major trigger, adopt relaxation techniques like yoga, deep breathing, or journaling. Regular exercise also helps alleviate anxiety.

18. Monitor Your Health Improvements Track positive changes, such as improved breathing, better taste and smell, and increased stamina. These benefits reinforce why quitting is worthwhile.

19. Stay Committed Long-Term Even after quitting, remain vigilant. Some cravings may resurface months later. Remind yourself of your progress and avoid overconfidence.

20. Seek Help if Needed If quitting feels overwhelming, don’t hesitate to ask for professional or emotional support. Friends, family, and healthcare providers can offer encouragement.

Quitting smoking is a challenging but achievable goal. By combining determination, support, and effective strategies, you can break free from nicotine addiction and enjoy a healthier, smoke-free life. The journey may be difficult, but the long-term benefits make every effort worthwhile.


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Monday, 19 July 2021

16 Critical Things to Get Straight Before Creating a Digital Marketing Strategy

 Planning a digital marketing campaign isn’t a simple process. Many factors impact the creation of an effective strategy, and it’s important for everyone involved to be on the same page. However, there are a few aspects of a digital campaign that marketers may not always consider prior to creating a strategy.

As leaders in the communication space, the members of Forbes Communications Council are intimately familiar with what goes into crafting effective digital marketing campaigns. Below, 16 of them share important aspects that marketers should consider before diving into strategizing one.













Forbes Communications Council members share things to get straight before creating a digital marketing strategy.

Photos courtesy of the individual members.

1. Your Lookalike Audience

Most digital marketing campaigns involve some version of creating a lookalike audience, and most will create a lookalike audience of their entire customer database, but this is a mistake. You don’t want to target all of your customers; you only want to target your “best” customers. When you create these lookalike audiences, only mirror the top 10% to 20% of your customers, not the entire list. - John Huntinghouse, TAB Bank

2. Your Purpose And Success Metrics

Ensure there is a clearly defined purpose with the right success measures in place, then look at it strategically, using data from the entire customer lifecycle. This isn’t just a short-term campaign; it’s about enhancing business performance based on a lifetime of customer experiences that are recorded, analyzed and fed back into the brand’s data ecosystem to build personal experiences and lasting relationships. - Azlan Raj, Merkle

3. Alignment With The Overall Marketing Strategy

“How does this campaign align with our overall marketing strategy, and how will it help in delivering the business strategy?” These are two questions I ask my team before starting any campaign, digital included. Another important aspect of digital campaigns includes measurements, and not just the digital metrics, but also how we capture sales metrics aligned with a specific campaign. - Raghunath Koduvayur, IQM Quantum Computers

4. The Customer Journey

What is the customer journey that you want your users to experience? What do you have today? How far is the experience from where you want to be? How do you need to get your experience ready for visitors before investing in inviting people in? - Sarah Falcon, Object Edge

5. Your Customer Profile

Definitely start with your customer profile. Having a really good understanding of the digital habits of your ideal customer is often overlooked, but it’s one of the best ways to influence the content and behavior of your own digital marketing. - Amanda Davis, Zii Technologies

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

6. Previous Campaign Performance and Processes

When teams begin planning a digital marketing campaign, they often view the project as a “fresh start” and throw all of the previous campaigns out the window. However, an assessment of previous campaigns in terms of performance and process should be at the heart of planning any new digital marketing campaign. Learn from what you’ve done and keep trying new things. - Alfie Dawson, Datasine

7. Your Target Audiences

It’s important to be aware of and define your target audience for each campaign. In the digital world, one campaign could have multiple audiences, which in turn calls for multiple ads. People are hungry for personalization, so you have to be very diligent and think through all of the different touch points within a campaign to ensure the message is speaking to the proper audience. - Emily Burroughs, BGSF

8. Contextual Targeting Through Other Channels

In light of recent changes to the availability of consumer data, digital marketers need to acknowledge the increasing importance of contextual targeting and consider other channels in the wider mix. Unlike in the online world, out-of-home advertising is one-to-many, and context has always been king. With the advancement of programmatic digital out-of-home (DOOH) media, marketers now have far greater control to deliver contextual messages globally and at scale. - Nikki Hawke, Hivestack

9. Testing Budget

Testing budget isn’t really something that many digital marketers talk about. View it and use it as you would money when you go to a casino: You are taking a risk, but it’s money that you can lose, and it won’t break the bank. Unlike gambling, though, if you have a great creative team you will probably get that ROI back! - Philip Kushmaro, Usercentrics

10. Purchase Behavior

Marketers should consider purchase behavior targeting. Rather than targeting a campaign at a specific age group, profession or gender, you should aim to reach people who have purchased similar products in the past and are therefore more likely to buy them again. Here, targeting is based on proof, not an assumption. Marketers can expect conversion rates to rise and the bottom line to increase. - Anil Malhotra, Bango

11. How You Can Leverage Chatbots

Digital marketing campaigns have to be omnichannel and provide the right information to customers at their point of interaction. Real-time conversation via chatbots can help turn visitors into prospects and customers. Be sure to add chatbots to the strategy and think through how the campaign message can be personalized and delivered via these intelligent tools. - Parna Sarkar-Basu, Brand and Buzz Marketing, LLC.

12. First-Party Data

Knowing how to use first-party data is a critical first step. In our cookie-less world, it’s increasingly expensive to acquire new customers. To maintain the ROI of digital programs, marketers must focus on creating long-term customer engagements that increase the lifetime value of any customer they do acquire. And the best way to do that is to use first-party data to create unique, engaging experiences. - Christian Selchau-Hansen, Formation

13. Where The Target Is In The Sales Funnel

As marketers, we need to evaluate where the target is in the funnel and align our strategy accordingly. Are you not only looking for buzz and to create amplification for your brand, but also to potentially bring a number of unqualified contacts, leads or visitors to your website? Or is it something more product-focused to engage with people who already know about the brand but are still discovering what you do? - Alison Bringé, Launchmetrics

14. The Follow-Up Communication Plan

Assuming the basics—goal, audiences, content, visuals, channels and measurement—are defined, the digital marketing campaign funnel and follow-up communication plan are critical for monetization purposes. This should be based on a mix of segmentation buckets with clear goals to convert leads, boost activity and build loyalty. Growth acquisition, support and loyalty-team dialogue are key here. - João Mendes-Roter, Itamar-Medical

15. Other Internal Viewpoints And Ideas

As a marketer, you should have multiple brainstorming sessions with your internal teammates. This should include sales and other teams that are impacted by the campaign. Another very important part is to create messaging that embodies your solution. - Alex Cox, Opsani

16. The Cost Of Doing It Right

Many don’t consider what it costs to do it right. As a product-based company, we need multiple studio shots, videos and blackouts to create the right digital imagery. These upfront costs are more expensive to commit to consistently than the fairly transparent ad-buying CPC and ACoS metrics that you will track and optimize to define the winners after the initial investment. - Edwin Bender, Broan-NuTone

Digital Marketing Strategy: A Comprehensive Guide

In today’s digital-first world, businesses must leverage effective digital marketing strategies to stay competitive, reach their target audience, and drive growth. A well-structured digital marketing strategy integrates multiple online channels to create a cohesive and measurable approach to achieving business objectives. This guide explores the key components, best practices, and emerging trends in digital marketing strategy.

Understanding Digital Marketing Strategy

A digital marketing strategy is a plan that outlines how a business will use digital channels—such as search engines, social media, email, and websites—to achieve its marketing goals. Unlike traditional marketing, digital marketing allows for precise targeting, real-time analytics, and cost-effective campaigns.

Key Components of a Digital Marketing Strategy

1. Goal Setting Every strategy begins with clear objectives. Common goals include increasing brand awareness, generating leads, boosting sales, or improving customer engagement. Goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

2. Target Audience Identification Understanding the audience is crucial. Businesses should create detailed customer personas based on demographics, interests, and online behavior. Tools like Google Analytics and social media insights help refine audience segmentation.

3. Competitor Analysis Analyzing competitors’ digital strategies provides insights into industry trends, gaps, and opportunities. Tools like SEMrush and Ahrefs help track competitors’ SEO, PPC, and content strategies.

4. Channel Selection Not all digital channels are equally for every business. The choice depends on the audience and goals. Common channels include: - Search Engine Optimization (SEO): Optimizing website content to rank higher in search results. - Pay-Per-Click (PPC) Advertising: Running targeted ads on Google, Facebook, or LinkedIn. - Social Media Marketing: Engaging audiences on platforms like Instagram, Twitter, and TikTok. - Email Marketing: Nurturing leads through personalized email campaigns. - Content Marketing: Creating valuable content to attract and retain customers.

5. Content Strategy High-quality content drives engagement and conversions. A content strategy should include blog posts, videos, infographics, and whitepapers tailored to audience needs. Content should be optimized for SEO and shared across relevant platforms.

6. Budget Allocation Digital marketing requires investment in tools, ads, and talent. Businesses must allocate budgets wisely, prioritizing high-ROI activities. For example, startups may focus on organic growth (SEO, content), while established brands may invest in paid ads.

7. Performance Measurement Tracking key performance indicators (KPIs) ensures strategy effectiveness. Common KPIs include website traffic, conversion rates, click-through rates (CTR), and return on ad spend (ROAS). Tools like Google Analytics and HubSpot provide actionable insights.

Best Practices for an Effective Digital Marketing Strategy

1. Mobile Optimization With over 60% of web traffic coming from mobile devices, businesses must ensure websites and ads are mobile-friendly. Google prioritizes mobile-first indexing, making responsive design essential.

2. Personalization Consumers expect tailored experiences. Personalized emails, product recommendations, and dynamic ads improve engagement. AI-driven tools help automate personalization at scale.

3. Data-Driven Decision Making Leveraging analytics helps refine strategies. A/B testing, heatmaps, and customer journey analysis identify what works and what doesn’t.

4. Omnichannel Marketing A seamless experience across all digital touchpoints—website, social media, email—enhances customer satisfaction. Consistent branding and messaging reinforce trust.

5. Voice Search Optimization With the rise of smart speakers, optimizing for voice search is crucial. Businesses should focus on conversational keywords and FAQ-style content.

Emerging Trends in Digital Marketing

1. Artificial Intelligence (AI) and Automation AI-powered chatbots, predictive analytics, and programmatic advertising streamline marketing efforts. Tools like ChatGPT enhance content creation and customer service.

2. Video Marketing Dominance Short-form videos (TikTok, Reels) and live streaming continue to grow. Businesses should invest in engaging video content to capture attention.

3. Privacy-First Marketing With stricter data regulations (GDPR, CCPA), marketers must prioritize transparency and consent-based data collection.

4. Sustainability and Ethical Marketing Consumers prefer brands with strong ESG (Environmental, Social, Governance) values. Authentic sustainability messaging builds long-term loyalty.

Conclusion

A successful digital marketing strategy requires continuous process of planning, execution, and optimization. By understanding audience needs, leveraging the right channels, and staying ahead of trends, businesses can achieve sustainable growth in the digital landscape. The key lies in adaptability—constantly refining strategies based on data and evolving consumer behaviors to maintain a competitive edge.


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