Footnotes

• Contributors JPA, JWA, BMA, and RW conceived of the study. JPA and JWA drafted the manuscript. JPA, JWA and BMA analysed the data. JPA, JWA, BMA and RW interpreted the data, revised the manuscript for important intellectual content, and approved the final manuscript.

• Funding This work was supported by the National Cancer Institute grant number 5R01CA169189-02 and grant number T32CA009492.

• Competing interests JWA and BMA share an equity stake in a consultancy, Directing Medicine LLC, that helps other investigators implement some of the ideas embodied in this work. Their organisation serves as technical advisors to the larger funded research project.

• Provenance and peer review Not commissioned; externally peer reviewed.

• Data sharing statement Data used in this study are publicly available from Google Trends (google.com/trends/). Data and coding for websites can be received from the corresponding author.