Chocolate, massage, and mammogram?

Would you like a little chocolate fondue with your mammogram? As more controversial research questions the effectiveness of the annual screening, US mammogram clinics are throwing parties to woo women back in.

Clinics throughout the US are hosting "mammogram parties" complete with sugary treats, beauty treatments, and special prizes, including the potential to win weekend spa packages. For example, Hendersonville Medical Center, a hospital clinic in Nashville, Tennessee, offers group parties where women lounge in robes while enjoying pampering massages. "It's a spa-like atmosphere with less anxiety, complete with music and aromatherapy," said Kim Sutton, imaging director at the hospital in an interview with the Nashville Examiner on October 7.

But media reports on the trend have sparked a vigorous debate about whether or not these promotions downplay the seriousness of the screening. "Simply inviting women to 'mammogram parties' could send the wrong message," said Lynne Hildreth, department administrator of women's oncology at Moffitt Cancer Center in Tampa, Florida, in an interview with The Chicago Tribune. "Mammograms are a medical test, and to treat it like a haircut overlooks that there are very real risks."

"I fail to see what this has to do with creating a positive, pampered atmosphere to what could be a prelude to extremely bad news," counters health blogger Michelle Peterson (michellepetersen76.wordpress.com). "According to Cancer Research UK in 2008 one-third of all women in the UK were ignoring breast screening invitations," she says, adding that these incentives could draw women back into the screening room.

Mammogram promotions come at a time when hot debate about the effectiveness of routine breast screening is on the rise. In a study published in the New England Journal of Medicine September 23, mammograms were shown to have only a "modest" impact on reducing breast cancer deaths. The research found that a Norwegian screening program resulted in a 10 percent reduction in breast cancer mortality among women between 50 and 69 years - a figure that officials describe as "disappointingly small," and below the 15 to 23 percent reduction estimated for many years by US public health officials.

To learn more about mammogram screening: http://www.cancer.gov/cancertopics/factsheet/Detection/mammograms

To read the latest study: http://www.nejm.org/doi/pdf/10.1056/NEJMoa1000727

 

PROMOTED VIDEO
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Sport
David Moyes gets soaked
sport Moyes becomes latest manager to take part in the ALS challenge
Life and Style
techCould new invention save millions in healthcare bills?
Voices
A meteor streaks across the sky during the Perseid Meteor Shower at a wind farm near Bogdanci, south of Skopje, Macedonia, in the early hours of 13 August
voicesHagel and Dempsey were pure Hollywood. They only needed Tom Cruise, says Robert Fisk
News
peopleEnglishman managed quintessential Hollywood restaurant Chasen's
Life and Style
food + drinkHarrods launches gourmet food qualification for staff
Arts and Entertainment
Michael Flatley prepares to bid farewell to the West End stage
danceMichael Flatley hits West End for last time alongside Team GB World champion Alice Upcott
News
Members and supporters of the lesbian, gay, bisexual, transgender (LGBT) community walk with a rainbow flag during a rally in July
i100
Life and Style
Black Ivory Coffee is made using beans plucked from elephants' waste after ingested by the animals
food + drinkFirm says it has created the "rarest" coffee in the world
Arts and Entertainment
Jamie T plays live in 2007 before going on hiatus from 2010
arts + entsSinger-songwriter will perform on the Festival Republic Stage
Life and Style
food + drinkThese simple recipes will have you refreshed within minutes
News
Jermain Defoe got loads of custard
i100
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    iJobs Job Widget
    iJobs General

    SQL Developer (TSQL, SSRS, SSAS) Fund Manager - London

    £45000 - £50000 per annum + Benefits: Harrington Starr: SQL Developer (TSQL, S...

    Software Developer (JavaScript, TDD, Jasmine, Angular.JS)

    Negotiable: Harrington Starr: Software Developer (JavaScript, TDD, Jasmine, An...

    Front-End UI/UX Developer (HTML5, CSS, JavaScript, jQuery, Ang

    £45000 - £50000 per annum + Benefits + Bonus: Harrington Starr: Front-End UI/U...

    C#.NET Server Side Developer (C#, XML, WCF, Unit Testing,SQL)

    £30000 - £40000 per annum + benefits+bonus+package: Harrington Starr: C#.NET ...

    Day In a Page

    All this talk of an ‘apocalyptic’ threat is simply childish

    Robert Fisk: All this talk of an ‘apocalyptic’ threat is simply childish

    Chuck Hagel and Martin Dempsey were pure Hollywood. They only needed Tom Cruise
    Mafia Dons: is the Camorra in control of the Granite City?

    Mafia Dons: is the Camorra in control of the Granite City?

    So claims an EU report which points to the Italian Mob’s alleged grip on everything from public works to property
    Emmys look set to overhaul the Oscars as Hollywood’s prize draw

    Emmys look set to overhaul the Oscars as Hollywood’s prize draw

    Once the poor relation, the awards show now has the top stars and boasts the best drama
    What happens to African migrants once they land in Italy during the summer?

    What happens to migrants once they land in Italy?

    Memphis Barker follows their trail through southern Europe
    French connection: After 1,300 years, there’s a bridge to Mont Saint-Michel

    French connection: After 1,300 years, there’s a bridge to Mont Saint-Michel

    The ugly causeway is being dismantled, an elegant connection erected in its place. So everyone’s happy, right?
    Frank Mugisha: Uganda's most outspoken gay rights activist on changing people's attitudes, coming out, and the threat of being attacked

    Frank Mugisha: 'Coming out was a gradual process '

    Uganda's most outspoken gay rights activist on changing people's attitudes, coming out, and the threat of being attacked
    Radio 1 to hire 'YouTube-famous' vloggers to broadcast online

    Radio 1’s new top ten

    The ‘vloggers’ signed up to find twentysomething audience
    David Abraham: Big ideas for the small screen

    David Abraham: Big ideas for the small screen

    A blistering attack on US influence on British television has lifted the savvy head of Channel 4 out of the shadows
    Florence Knight's perfect picnic: Make the most of summer's last Bank Holiday weekend

    Florence Knight's perfect picnic

    Polpetto's head chef shares her favourite recipes from Iced Earl Grey tea to baked peaches, mascarpone & brown sugar meringues...
    Horst P Horst: The fashion photography genius who inspired Madonna comes to the V&A

    Horst P Horst comes to the V&A

    The London's museum has delved into its archives to stage a far-reaching retrospective celebrating the photographer's six decades of creativity
    Mark Hix recipes: Try our chef's summery soups for a real seasonal refresher

    Mark Hix's summery soups

    Soup isn’t just about comforting broths and steaming hot bowls...
    Tim Sherwood column: 'It started as a three-horse race but turned into the Grand National'

    Tim Sherwood column

    I would have taken the Crystal Palace job if I’d been offered it soon after my interview... but the whole process dragged on so I had to pull out
    Eden Hazard: Young, gifted... not yet perfect

    Eden Hazard: Young, gifted... not yet perfect

    Eden Hazard admits he is still below the level of Ronaldo and Messi but, after a breakthrough season, is ready to thrill Chelsea’s fans
    Tim Howard: I’m an old dog. I don’t get too excited

    Tim Howard: I’m an old dog. I don’t get too excited

    The Everton and US goalkeeper was such a star at the World Cup that the President phoned to congratulate him... not that he knows what the fuss is all about
    Match of the Day at 50: Show reminds us that even the most revered BBC institution may have a finite lifespan – thanks to the opposition

    Tom Peck on Match of the Day at 50

    The show reminds us that even the most revered BBC institution may have a finite lifespan – thanks to the opposition