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Mammography

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The University of Wisconsin Hospitals and Clinics (UWHC) are teaching hospitals and lead the state of Wisconsin in technology, national certification, and accreditation. While the UWHC is focused on earning national accreditations and is currently the only hospital in Wisconsin with National Cancer Institute (NCI) status, it does not compete globally.
SITUATION ANALYSIS
The UWHC has the opportunity to demonstrate the expertise of their radiologic breast specialists on a global level by using their digital mammography equipment in countries where mortality rates are not decreasing by the standard 15% with the introduction of screening mammography (Jorgensen, et al, 2010). Denmark is a textbook example, with high breast cancer mortality rates which haven’t been significantly reduced with the introduction of screening mammography. There are several key reasons the mortality rate in Denmark is not declining at the same rate as the United States and most other developed countries:
• The screening guidelines are much more lax.
• They have a poor quality of film.
• Their radiologists are not exceptionally adept at recognizing tumors and calcifications (cancerous when grouped or amorphous).
• Staff is not trained to the same criterion.
• Equipment used is not standardized across the board.
• Eligible women have low mammogram screening participation rates.

Issues:
• Permission from the government-run healthcare system in Denmark, funding
• Skepticism, group-think mentality
• Staffing (getting UW personnel to Denmark as well as finding and training qualified Danish technicians)
External environment:
• High breast cancer mortality rate in Denmark with the highest rates among the educated class (Dano, 2003, p.222).
• Current government-run program not reaching goals of 2,000 mammograms a month (Jensen, 2005).
• Equipment outdated and training programs not mandated or standardized.
• Government-run healthcare, reimburses 2/3 for non-government health services (Denmark-Health, 2010).
• High level of skepticism due to conflicting reports on the benefits of mammography (Jorgensen, et al, 2010).
Internal environment:
• New technology with digital mammography.
• Highly trained staff, standardized training programs, and radiologic specialists in breast.
• Screening guidelines capturing a higher percentage of the population; early detection = lower mortality rate.
• UW teaching hospitals have a team of qualified, recently-trained radiologists from which to draw.
• Need to create a training program for mammography technicians in Denmark so they are capturing the correct areas of the breast for our radiologists to read.
• UWHC equipped with Picture Archiving and Communication System (PACS), enabling them to read digital film from anywhere in the world.

ANALYSIS
Qualitative:
• U.S. screening guidelines recognize women age 40 and over benefit from screening mammography; in Denmark women ages 55-69 are currently targeted.
• Training programs for breast radiology at the UWHC are standardized; in our research there was no evidence of specialized or standardized training for Danish radiologists. The UWHC uses digital film for mammography - the machine does an initial reading and the specialist does the second. In Denmark, they have a double-blind check with Kodak RIS where two doctors of unknown qualifications check the film.
Quantitative:
• Comparison of the breast cancer mortality rates in each age group between the countries the change in tumor detection before and after implementation.
• The number of women participating in the screenings (currently around 25% of the eligible women based on their guidelines).
• Benefit analysis for both the Danish healthcare system and the UWHC.

RECOMMENDATIONS
The foremost proposal for UWHC is to start a mobile mammography program in Denmark. The percentage of the population screened would increase with each mobile unit dispatched, eventually resulting in a decrease in the breast cancer mortality rate. Risks are few, but high. The main factors lie in the government’s compliance with and financial backing of the venture, lowering the age they see as beneficial to start mammography screening, and increasing program participation. If government funding for the program is secured, it is possible the screenings would become mandated, ensuring willingness to participate.

APPENDIX
Mammography screening programs started in Copenhagen in 1991 and Funen County in 1993 (Jorgensen, et al, 2010). Having started in the last twenty years, screening rates still have not reached levels high enough to curb Denmark’s high mortality rates. While a mere 53% of women in Copenhagen adhere to breast cancer screening guidelines(Jorgensen, et al, 2010) less than 20% of the eligible Danish population takes part in the breast cancer screening program (Dano, 2003, p.222). There is an untapped market in that 80% of unscreened women. Danish guidelines now stipulate that women ages 55-69 would benefit from the screenings, whereas U.S. guidelines recognize women age 40 and above and women under the age of 40 who have heightened risk factors such as family history of breast cancer, BRCA1 gene mutation, suspicious breast lumps, and/or calcifications, etc. Upon tweaking Danish guidelines to more closely mirror ours, that untapped market expands.
One possible supporter of our efforts would be the Ministry of the Interior and Health. Part of their mission is to promote health and prevention of disease in Denmark (Danish Ministry of Interior and Health, 2010). There are also several international groups that include Denmark in their endeavors to include mammographic screenings for women in Europe. One such agency is the International Cancer Screening Network or ICSN. Program funding may also be available through the Danish Cancer Society and the Nordic Cancer Union.
As many Danish women are professionals, receiving equal pay and respect in business (Denmark-Language, Customs, Culture and Etiquette, n.d.), the mobile units could visit businesses directly, minimizing time away from work.
People would be our greatest marketing tool, as Denmark is a society that is more concerned with the group (Denmark-Language, Customs, Culture and Etiquette, n.d.). Danes generally will go along with what everyone thinks is best. By creating a campaign using Danish citizens with personal experiences and using statistics from their homeland, we may be able to reach the women on a deeper emotional level.
The UWHC currently partners with FUJI for their equipment and would expand that partnership to include this project. Research will need to be done on how many screenings turn into diagnostic tests, how many diagnostic tests need further analysis such as biopsies, and how many biopsies find cancers. This will also serve as a marketing tool once enough data is collected and analyzed. If our specialists can identify tumors at an earlier stage, especially if the Danish government lowers the screening age to 40, it stands to reason that the earlier diagnosis will result in easier treatment and higher survival rates.
Costs would be minimal and recouped quickly with nationwide participation. Luckily, many of the risks can be eliminated before money is invested in the project. All in all, we believe the benefits for both Danish women and the UWHC outweigh the risks. After successful implementation of this program in Denmark, we can look to other countries with high breast cancer mortality rates and low standards for breast cancer screenings. By proving the affectivity of mobile mammography units, we open the door to lowering breast cancer mortality rates worldwide and establishing the University of Wisconsin’s Health Centers as a foremost authority in breast cancer research.

REFERENCES
Danish Ministry of Interior and Health. Freebase 2010. Retrieved from http://www.freebase.com/view/en/ministry_of_the_interior_and_health
Dano, H., & Andersen, O., & Ewertz, M., & Petersen, J.H., & Lynge, E. (2003). Socioeconomic Status and Breast Cancer in Denmark. International Journal of Epidemiology 32:218-224. Retrieved from http://ije.oxfordjournals.org/cgi/content/full/32/2/218
Denmark-Health. Encyclopedia of the Nations (copyright 2010). Retrieved from http://www.nationsencyclopedia.com/Europe/Denmark-HEALTH.html Denmark-Language, Culture, Customs and Etiquette. (n.d.) Kwintessential. Retrieved from http://www.kwintessential.co.uk/resources/global-etiquette/denmark-country-profile.html

Jensen, A., & Mikkelsen, G.J., & Vestergaard, M., & Lynge, E., & Vejborg, I. (2005). Compliance with European Guidelines for Diagnostic Mammography in a Decentralized Health-Care Setting. Acta Radiologica Vol. 46, No. 2, Pages 140-147. Retrieved from http://informahealthcare.com/doi/abs/10.1080/02841850510015929

Jorgensen, K.J., & Zahl, P.H., & Gotzsche, P.C. (3/23/2010). Breast Cancer Mortality in Organized Mammography Screening in Denmark: Comparative Study. BMJ 340:c1241. Retrieved from http://www.bmj.com/cgi/content/full/340/mar23_1/c1241

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