The Journal of mHealth Vol 1 Issue 6 (Dec 2014) | Page 36

Philips and Breast Cancer Care Partner to Launch Breast-Check App
Continued from page 33

Chris Varian of the Women’s Healthcare division at Philips
comments, “Philips has a very positive position with breast cancer screening services, both here in the UK and globally. In the
UK, a total of about 2.5 million women are screened per year,
between the ages of 50-70, and about 20% of all screening is
done using Philips low-dose, high volume, breast screening systems. The reason screening is done across this age group is that
roughly 80% of all breast cancers diagnosed, fall within that age
range. This means that you still have roughly 20% of women
who are outside of that age range where there isn’t national
breast screening available. By using this app, we are hoping to
educate people to be aware that there is a risk, but that it is quite
low, and to help people to be more aware of themselves and
their bodies, so that they understand when something isn’t right,
and if necessary then refer themselves to their GP.”
Education is at the heart of the Breast Cancer Care mobile app.
“We have worked very hard to make the messaging clear. The
education area is important, there are several things that you
need to look for and check, and we have outlined these in a
simple and clear way.” said Hall.
“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 patient, so it’s important to notice any unusual changes
and report them to your doctor without delay." said Dr Emma
Pennery, Clinical Director of Breast Cancer Care.
The charity Breast Cancer Care has been involved with the project right from the start, helping to provide content, develop
appropriate messaging, and to provide support for users who
may have any concerns or worries as a result of using the app.
Alwena Hall describes how having a strong partnership from the
beginning has helped to shape the app development, and ensure
that it fits with the messaging
available from other sources
and healthcare professionals. “We wanted to make sure
that we were consistent with
the messaging out there from
other healthcare professionals, and with the Department
of Health and NHS England
guidelines in terms of breast
cancer care. We think that
it is important to work with
a charity like Breast Cancer
Care in terms of helping to
share the messaging and to
give support should people
need it.”
Alison Raven, Breast Cancer Care Editorial Manager
said “We were delighted
when Philips approached
Breast Cancer Care
with the idea to create

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December 2014

the app, we’d previously helped them source some images to
explain breast awareness. They wanted to make people more
breast aware as well to help raise money by offering an option
to donate to Breast Cancer Care. We assisted by ensuring the
messaging was correct and our clinical team checked medical
content. We thought this was a great opportunity to develop
an app to get our name out there as the UK’s leading provider
of breast cancer information and support, and also to further
spread the breast awareness message.”
“We hope people who use the app will become more breast
aware and will understand the signs and symptoms of breast
cancer. By using the app we are hoping to reach people with the
breast awareness message who might not have seen our print or
online information. We also hope people will know more about
us as an organisation and will know where to turn for support if
they are ever affected by breast cancer.”
This type of digital engagement is just one of many products and solutions that Philips is introducing across a variety
of healthcare disciplines. When it comes to Oncology, Philips
is already a leading solution provider, but the company hopes
to increase their offerings, with a variety of new products and
services, that target not just Women’s health but all areas of
prevention, diagnosis, and treatment, from simple diagnostic
tools like the Breast Cancer Care app, to low dose mammography with MicroDose SI. This includes trialling a first-of-itskind Minicare Home Monitoring service designed to provide
improved treatment monitoring for chemotherapy patients that
can potentially result in reduced hospital visits, cost savings, and
a better patient experience.
“Philips is investing considerably in both digital and Oncology technologies” says Hall. “We are producing a lot of new
products, technologies and sof