JCO's Art of Oncology: A Window to the Human Endeavor of Caring for Patients
Client: American Society of Clinical Oncology (ASCO)
Content Type: Newsletter article
Target Audience(s): Oncology professionals
Description: This article was published in ASCO Connection newsletter, a professional networking site for the worldwide oncology community.
Oncologists have an undeniably tough job. On top of having to understand extremely high-level science, they must also keep a stiff upper lip when faced with challenging and heart wrenching patient situations. The field of oncology isn’t all about the science; there’s a delicate art to answering the tough questions, delivering bad news, remaining empathetic but emotionally distant enough to carry out responsibilities. To illuminate all that goes on in oncologists’ heads and hearts, the Journal of Clinical Oncology (JCO) has compiled a volume of heartfelt essays, Art of Oncology: Honest and Compassionate Responses to the Daily Struggles of People Living with Cancer.
Oncology professionals have submitted personal essays with perspectives on end-of-life issues, such as symptomatic and palliative care, to the JCO for more than a decade. The JCO receives about 75 such submissions per year and accepts about 15 for publication; of those accepted, which now total almost 170, the previous Consultant Editor Charles L. Loprinzi, MD, combed through for a selection of 30 that touched on a wide array of issues and that speak to a diverse audience including oncology professionals, patients, family members, caregivers and the general public.
To broaden the Art of Oncology’s reach to all of these audiences, JCO decided to turn the publication into an e-book available on the Amazon Kindle reader (available as well for BlackBerry, iPhone, iPad, and other devices). The articles are also available for free to ASCO members and non-members on JCO's site, but the e-book format delivers this information to those who may not be familiar with ASCO and JCO, to anyone who has dealt with cancer personally or through friends and family.
The e-book is sold through Amazon.com, and according to the site, over 150 copies have been sold between the May 19th release and the end of August. Since the release, it has held a spot in the top 25 bestsellers in the oncology category. One reviewer touched by the emotive quality of the stories said, “These writings present voices of the physician experience that are sadly not heard often enough—perspectives that are authentic, sensitive, and truly focused on thoughtful delivery of patient care. They are a reminder that medicine is a profoundly human endeavor, predicated on one individual’s efforts to improve the life of another.”