Timing and Motivations for Alternative Cancer Therapy With Insights From a Crowdfunding Platform: Cross-sectional Mixed Methods Study

Abstract

Background Alternative cancer therapy is associated with increased mortality, but little is known about those who pursue it. Objective We aimed to describe individuals’ motivations for using alternative cancer therapies and determine whether motivations differ based on individuals’ timing of seeking alternative therapies. Methods We used data from 649 campaigns posted on the website GoFundMe between 2011 and 2019 for beneficiaries with cancer pursuing alternative therapy. The data were analyzed using a mixed methods approach. Campaigns were categorized by timing of alternative therapy (either before or after experiencing conventional therapy). Qualitative analysis identified motivational themes. Chi-square tests of independence and Fisher tests (all 2-sided) determined significant differences in the presence of motivational themes between groups. Results The expression of concerns about the efficacy of conventional therapy was significantly more likely in campaigns for individuals who used conventional therapy first than in campaigns for individuals who started with alternative therapy (63.3% vs 41.7%; P<.001). Moreover, on comparing those who started with alternative therapy and those who switched from conventional to alternative therapy, those who started with alternative therapy more often expressed natural and holistic values (49.3% vs 27.0%; P<.001), expressed an unorthodox understanding of cancer (25.5% vs 16.4%; P=.004), referenced religious or spiritual beliefs (15.1% vs 8.9%; P=.01), perceived alternative treatment as efficacious (19.1% vs 10.2%; P=.001), and distrusted pharmaceutical companies (3.2% vs 0.5%; P=.04). Conclusions Individuals sought treatments that reflected their values and beliefs, even if scientifically unfounded. Many individuals who reported prior conventional cancer therapy were motivated to pursue alternative treatments because they perceived the conventional treatments to be ineffective.

The suggestive nature of words. Media coverage of homeopathy, acupuncture, reiki and Bach flower remedies in Spanish press 2011-2016

“…If the press transmits the message that alternative treatments are effective and offer more advantages than disadvantages, then a climate of opinion favourable to pseudoscience is fostered. This can potentially lead to the discontinuation of conventional therapies to replace them with alternative therapies without proven effectiveness, even for the treatment of serious diseases (Peterson et al, 2022). This scenario may become even more likely in the case of those readers whose clinical or therapeutic expectations have not been met to the degree they expected by conventional medicine .…”

“…This misconception -to think that something, because it is natural, is capable of healing-has become a key decision driver for many people. Peterson et al (2022) described that patients who initially decided to treat cancer using alternative therapies were more likely to express values associated with a natural discourse.…”

International medical tourism of US cancer patients for alternative cancer treatments: Financial, demographic, and clinical profiles of online crowdfunding campaigns

“… 4 Nevertheless, ACT use is frequent worldwide, and many individuals may turn to online crowdfunding sites, including GoFundMe® ( gofundme.com ), to help offset the often significant personal and family costs. 5 , 6 , 7 , 8 , 9 , 10 , 11 …”

“… 5 Other individuals opt to use ACT available in their home countries, including home remedies, mail order supplements, and in‐person treatments. Previous research has identified specific clinics that are common treatment destinations for the beneficiaries of online fundraisers seeking ACT abroad, 5 , 6 but the differences between campaigns for individuals who travel internationally for ACT and those that receive treatment in their home countries have not been reported.…”

“…Therefore, using ACT carries potential risks of financial toxicity, defined by the negative health outcomes associated with paying for expensive medical treatment (e.g., emotional distress, loss of employment during treatment and recovery, and medical non‐compliance) 4 . Nevertheless, ACT use is frequent worldwide, and many individuals may turn to online crowdfunding sites, including GoFundMe® (http://gofundme.com), to help offset the often significant personal and family costs 5–11 …”