Table 2.

Reasons for positive Google reviews on alternative cancer treatment providers by characterization, frequency and example.

Reasons	Characterizations	Frequency	Example
Treatment quality	Treatments offered; non-toxic approaches; avoided limitations of conventional options; provider expertise; holistic; integrative; latest technology; scientific; natural.	519	“Battling stage 4 breast cancer, Doctor’s in America said I would die and Chemo maybe can give me 5–10 years, fast forward six months later the results are PROOF there is an alternative! you must know it is not a death sentence and there ARE other treatments out there.”
Quality of non-intervention care	Communication; attitude; helpfulness; availability; organization; connection; genuineness.	420	“Everyone made me feel very comfortable. The staff was extremely awesome they always took the time to answer my questions and help me with concerns. They made me feel like family.”
Treatment outcomes	Curative, remission achieved, or life meaningfully prolonged	288	“I absolutely recommend [anonymized clinic name]. I went to [clinic name] in August 2021 with stage 4 metastatic thyroid cancer and I am now in remission.”
	Non-curative cancer improvement	78	“It has been an amazing change these past 6 weeks. I have energy, my mental attitude has changed positive, I have hope and look forward to life.”
Facility	Comfortable; conducive to healing; modern; positive aspects of structure and appearance.	62	“The whole place has this healing vibe…..I watched the sunset over the Pacific Ocean most evenings from my room. Everything about this place was therapeutic for me.”