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"These findings suggest that a celebrity spokesperson, even one without the specific rita hayworth disease that rita hayworth he or she is promoting, can have a rita hayworth sizable impact on the public behavior related to that disease," says Mark Fendrick, M.D., the U-M physician who helped lead the research team. Adds lead author Peter Cram, M.D., M.B.A., a former U-M internal medicine lecturer now at U-I's College of Medicine, "Considering that fewer than half of Americans currently get appropriate screening for colon cancer, the second-leading cause of cancer deaths, Ms. Couric’s efforts are especially significant." However, the authors note, their study doesn't reveal whether the "Today Show" viewers inspired by Couric to get colonoscopies were those whose risk of colon cancer was highest.
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