RAPID CITY, S.D. (Sept. 21, 2018) – A new national public information campaign, promoting the benefits of brachytherapy seed implants for prostate cancer patients, will feature an interview with Radiation Oncologist Daniel Petereit, M.D., of the Monument Health John T. Vucurevich Cancer Care Institute in Rapid City.
Petereit, who is set to become president of the American Brachytherapy Society (ABS) in June of 2019, joins Dr. Peter Orio from Harvard, the current ABS president, and Dr. Brian Moran of the Chicago Prostate Cancer Center, in the one-minute and five-minute programs recorded in August. Actor Rob Lowe serves as moderator.
The campaign is expected to reach 51.6 million households, or about 45 percent of U.S. homes.The segments will air during primetime on the Fox Business Network beginning Sept. 27 as well as on CNN, FOX News, MSNBC, CNBC, the Family Channel and Headline News. In addition, the story will be distributed to Public Television affiliates the week of Sept. 24.
The message: Prostate Brachytherapy Seed implants, also known as low-dose-rate brachytherapy, is an effective, minimally invasive treatment for prostate cancer that unfortunately is not always offered to patients as an option.
Brachytherapy is a term that refers to cancer treatment that involves placing radioactive implants directly into the tumor, which minimizes radiation to the surrounding normal tissues. Modern seed implants have been used to treat prostate cancer since the late 1980s.
Petereit said the Cancer Care Institute (CCI) at Monument Health Rapid City Hospital has been performing these procedures for nearly two decades in which hundreds of prostate implants have been performed with successful outcomes, in addition to thousands of brachytherapy procedures for other cancer sites. In fact, CCI is one of the major brachytherapy centers in our part of the country.
“A great deal of data has been published about the effectiveness of this treatment, and our goal at ABS is help patients better understand their options,” Petereit said.
The lack of public awareness is one of the reasons why Prostate Brachytherapy Seed implants are not used as much as they could be, according to the ABS. The group is also working to promote more brachytherapy training in radiation oncology residency programs. “Fortunately, urologists in our area are well aware of prostate brachytherapy and routinely discuss this option with their patients with newly diagnosed prostate cancer,” Petereit added.
Strategic Marketing and Communications