Offense is the best breast cancer defense

The pink month of October got off to a strong start with a big wave of breast–cancer-awareness activities breaking over the nation. With all of the conflicting opinions about screening mammography circulating in the medical community, the entire month of October provides a conspicuous opportunity for radiology practices to partner with other specialties, hospitals, payors and the community to heighten awareness around the importance of early breast-cancer detection.

The ACR and the Society of Breast Imaging went on the offense for mammography right out of the gate, kicking off the month with a conference call in which Barbara Monsees, MD, and Debra Monticciolo, MD, discussed screening guidelines and tools. The two organizations also partnered on an October 1 radio media tour of 17 large-market radio stations, making available seven prominent breast imagers who did back-to-back interviews, in English and Spanish, all day long.

Everyone, it seems, is getting into the act: Blue Cross Blue Shield of North Carolina bought naming rights to Charlotte’s NASCAR fall race, choosing Race to a Cure.  The Sacramento Metropolitan Fire District wrapped one of its engines in pink, with the intent of bringing a smile to the face of anyone battling breast cancer. The Corpus Christi Caller Times printed its October 1 issue on pink paper stock. (Unfortunately, that paper has a firewall that prevented me from discovering and sharing details on Corpus Christi-based Radiology Associate’s Operation Empty Pink Chair.  All that I can say is that the chair moves around town taking up residence in front of a different business each day—very poignant!)

Shelby Memorial Hospital’s radiology department in Illinois offered extended operating hours for the month of October so that working women could get a mammogram more conveniently. Wilkes Barre General Hospital in Pennsylvania held a Mammothon to call women who were overdue for a mammogram. Madison Memorial Hospital and Teton Radiology Madison in Idaho held a Break for Breakfast in the hospital parking lot, and women on their way to work didn’t even have to get out of their car. At the first station, women received a breakfast to go; at the second, information on early detection and prevention; and at the third, they received a gift.

Richard Bentley, MD, of Teton Radiology, summed it up succinctly for the local Standard Journal: “The ultimate goal is to remind all women to get a mammogram yearly after age 40 because early detection is truly the best protection.”

Cheryl Proval

Cheryl Proval,

Vice President, Executive Editor, Radiology Business

Cheryl began her career in journalism when Wite-Out was a relatively new technology. During the past 16 years, she has covered radiology and followed developments in healthcare policy. She holds a BA in History from the University of Delaware and likes nothing better than a good story, well told.

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