In dermatology, the conversation around skin cancer treatment is evolving. This episode of "The Distinctive Dermatologist" features an interview with Adam Lefton, Chief Brand Officer of our sponsor, GentleCure from SkinCure Oncology. Adam introduces The Skin Cancer Treatment Journal, a new initiative on Substack, aims to bridge the gap between what patients are told and the full spectrum of available options, emphasizing informed consent. This journal tackles complex topics like policy, incentives, and the trust in medicine, moving beyond traditional marketing to foster thought leadership. It highlights that while Mohs surgery is effective for many, the critical issue is the absence of choice when it becomes the sole presented option, potentially eroding patient trust. The core problem being addressed is the problem where patients assume they are privy to all options, but often are not. This initiative encourages physicians and patients to explore the data, ethics, and realities shaping treatment decisions, ultimately advocating for patient empowerment in healthcare choices. Read more at: https://www.skincancerjournal.com Thanks to our sponsor, GentleCure from SkinCure Oncology, who champion fully informed consent for all patients.