Philips launches app to encourage women to be breast aware

Simple step by step app shows women signs to look out for and how to be breast aware, helping in the fight against breast cancer

London, UK - Building on its commitment to fight breast cancer, one of the most common cancers in women worldwide,1 Philips is launching a simple to follow app which encourages women to check their breasts regularly each month.

Reflecting this global picture, breast cancer is also the most common form of cancer in the UK overall, with around 55,000 people, including some 400 men, being diagnosed with breast cancer each year.2

However, earlier detection and better treatments mean that survival rates after a diagnosis of breast cancer are improving. It is believed that around half a million people are alive in the UK who have been diagnosed with breast cancer, with more than 8 out of 10 people surviving the disease beyond five years and more than three quarters of people surviving it beyond 10 years.2

The Breast Aware app designed for iPads and iPhones, produced with Breast Cancer Care and free to download, gives a step by step guide to breast awareness showing what to look out for in order to become more aware of any differences that may occur.

As Dr. Emma Pennery, Clinical Director of Breast Cancer Care says, Whatever your age, size or shape, it's important to take care of your breasts. Getting to know how your breasts look and feel, so you know what is normal for you, is an essential part of caring for your body. Around two thirds of breast cancers are found by the person themselves so it's important to notice any unusual changes and report them to your doctor without delay.

The Department of Health's breast awareness 5 point code states:

You should know what is normal for you.

Know what changes to look for.

Look and feel.

Tell your GP about any changes straight away.

Go for breast screening when invited.

Breast awareness encompasses screening with mammograms which can detect lumps before they can be felt. In the UK, women between 50 -70 are invited for a breast screening every three years as part of the National Health Service Breast Screening Programmes. Whilst the number of people diagnosed with breast cancer each year has increased, deaths from cancer are reducing. This is due to a number of factors such as earlier detection, improved treatments and more personalized care.

Alwena Hall, marketing manager for Philips Healthcare UK, comments, As a technology company that cares about people we continue to invest in research and development of innovative solutions which can aid in the early detection and diagnosis of breast cancer. Going for screening can be daunting but solutions such as the Philips' MicroDose Mammography3 have been designed with the unique needs of women in mind exposing them to as low a dose as possible for a more comfortable and quicker mammogram experience.

To download the app and more information, please visit:

www.philips.co.uk/breastcancercareapp

1. Breast Cancer: Prevention and Control. WHO. Available at:

http://www.who.int/cancer/detection/breastcancer/en/index1.html

2. http://www.breastcancercare.org.uk/breast-cancer-information/about-breast-cancer/breast-cancer-facts

3. Philips MicroDose Mammography system offers high resolution images at low dose

http://www.healthcare.philips.com/main/clinicalspecialities/womenshealthcare/imaging/mammography/microdose/

LINK:	http://www.newscenter.philips.com/gb_en/standard/news/press/2013/20131...
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