Commentary

Study: Cancer Is The Most Terrifying Life Event

by Richard Whitman , Columnist, September 24, 2024

Health@WPP (supported by Ogilvy Health and BAV®) and Nextdoor, the neighborhood network app, have released a study—based on a survey of 1,100 U.S. adults--about the feelings experienced by those battling cancer and how local community members and healthcare companies can make a difference.

The findings include:

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Cancer is the most terrifying life event: Over 60% of respondents ranked cancer as more terrifying than domestic abuse, job loss, and divorce.

Overwhelming feelings of isolation: 63% of cancer patients feel completely overwhelmed and 53% feel isolated after diagnosis.

Community support brings hope: Patients receiving local community support experienced a 100% increase in hope, along with reduced stress, fear, and isolation.

Hesitancy to ask for help: Despite needing support, 59% of patients are uncomfortable asking for it.

Specific offers resonate: Patients respond best to concrete offers like "I can walk your dog" or "I can drive you to your appointment."

Takeaways for healthcare companies include:

Develop a toolkit for healthcare professionals that provides guidance on incorporating community-based support into their patient care strategies.

Facilitate partnerships between healthcare companies, community organizations and hyperlocal platforms like Nextdoor to optimize support networks and ensure seamless access to resources.

Evolve communication strategies to emphasize empathy, understanding and the availability of practical support for patients and caregivers.