If it is curable (even low percentage) keep on the happy train of "you can beat it". Encourage them to get treatment, keep looking for new treatments, and be there for them whenever they need you to try to make it better.
If it is terminal, prepare yourself for the long goodbye. Make all the remaining moments count. Keep working with them looking for potential treatment options, help them look for alternate opinions and cures, but mentally get comfortable with the end.
Either way, if it is someone close, it can really, really hurt. I have lost family members, close friends, and business associates to cancer. It doesn't get any easier.
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