Has Memorial Sloan-Kettering finally discontinued its specious fake testimonials?
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As I wrote last September, the woman above left looked pretty damn healthy for a cancer patient. That's because the cute redhead was one of several glowing-faced non-patient/models used surreptitiously by Sloan-Kettering to represent theoretical cancer cases as part of a new, ubiquitous New York City print campaign.
Well this month, the cancer center finally inserted an actual real patient into the mix, above right. She's "Joyce," and you can read her story at MSKfirst.org/joyce. However, they're still using the models on the homepage. Just keep hitting Refresh to cycle through the fake patients. FYI: medical facilities usually put a disclaimer [such as: "model used for illustrative purposes only"] in fake patient ads.
(Fakery in adland is Standard Operational Procedure. There's fake lawyers, fake hot internet daters, fake chairmen of the board, fake Skoal brothers, fake office workers, and fake 13-year-old drunks.)
The Fake Testimonial.