In Reply We thank Dr Kantor for his interest in our study.1 While we believe the American Academy of Dermatology’s May skin cancer awareness initiative is vital in improving outreach, its effect on population interest is less clear. Although the awareness initiative may provide a slight increase in Search Volume Index (SVI) at peak times, it is not clear it primarily drives searches.
Amber KT, Bloom R, Hu S. Association of Google Search Volume Index Peaks for Skin Cancer With Skin Cancer Awareness Month—Reply. JAMA Dermatol. 2016;152(1):113-114. doi:10.1001/jamadermatol.2015.3815