We found that patients with SCC are at higher risk for death from any cause compared with the general population.

4. Blashill AJ, Safren SA. Skin cancer risk behaviors among US men: the role of sexual orientation. Am J Public Health. 2014;104(9):1640-1641. 5. Blashill AJ, Williams A, Grogan S, Clark-Carter D. Negative appearance evaluation is associated with skin cancer risk behaviors among American men and women. Health Psychol. 2015;34(1):93-96. 6. Yeung H, Chen SC. Disparities in sunburns, photoprotection, indoor tanning, and skin cancer screening among U.S. men and women in same-and opposite-sex relationships [abstract]. J Invest Dermatol. 2015;135(suppl 1):S49.through ratio of 1% is considered adequate for commercial advertisements. Although we were not able to formally compare the efficacy of different advertisements, the click-through rates varied among advertisement and message categories, with the appearance-based messages performing the worst.Discussion | To promote healthy behaviors, we need approaches that reach large, targeted audiences. The enormous population using search engines and the ability to target messages based on search key words make online advertising a potentially useful and relatively inexpensive tool for public health. Our pilot study demonstrated the feasibility of using online advertising to deliver targeted prevention messages related to indoor tanning and skin cancer. However, the effect of these advertisements on health behavior remains unknown. Further studies of this approach are needed to explore the characteristics of messages that generate views and clicks, and ultimately to determine whether this type of intervention successfully changes behaviors.

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