Celebrities, Einhorn says, have led the way in this regard, as many are paid to tweet about products or recieve material goods and gifts in return for seemingly innocuous endorsements.
While he was impressed with the results, Pfister says that there is an issue that may make it hard for doctors, patients and insurers to decide how to use the drug: In many cancer centers, patients whose head and neck cancers are of the same severity as those in the trial recieve not only radiation, but also chemotherapy.