Redefining routine: Designing mammography for the women we serve

By Megan Bates, VP Women’s Health, USCAN Mammography

Over the course of my career, including more than two decades in medical devices and several years in women’s health and breast imaging, I’ve worked closely with providers across the country. One thing has become clear: while screening mammography is operationally consistent, the emotional experience for patients is anything but.

I understand that experience not only as someone working in this field, but also as a patient.In February 2025, I went in for my annual well-woman screening mammogram. I had been getting yearly mammography screenings since I turned 40, and up until that point I had never received a call back. I fully expected this appointment to be like every other one before it.

Women today expect transparency, accuracy and speed. They are more informed about screening recommendations and dense breast notifications. Yet many still walk into their appointments with anxiety and uncertainty. Mammograms may be part of routine preventive care, but they carry the possibility of something life-changing, and that emotional weight can make them feel anything but routine.

What patients deserve from their experience

As I was leaving the facility after my screening mammogram, I received a call from the radiologist. There was an area of suspicion he wanted to evaluate further, and I would need to return for a diagnostic mammogram and ultrasound.

That is the moment when “routine” ends for most patients and the experience begins to shape what happens next. There can be uncertainty, particularly during the waiting period after a callback. Working in breast imaging, I knew the odds were in my favor, but hearing those words was still unsettling. The time between screening and diagnostic resolution can be especially challenging.

When I returned for diagnostic imaging, the technologist walked me carefully through each step. During the visit, the radiologist explained that the next step would be a biopsy. That was the moment when the situation shifted for me. For the first time, I was no longer the professional with in-depth knowledge of the process. I was the patient.

The gap between recommendation and reality

Looking back, what stands out most is how routine it all began. I had been consistent with annual screenings. That routine appointment is what first identified the area of concern that eventually required further evaluation, and because I was screened annually, it was identified early and could be addressed before it became something more serious.

The data reinforces this reality: Regular mammographic screening is associated with reduced rates of advanced-stage breast cancer and lower mortality.^{1, 2} Furthermore, women who participate consistently over multiple screening rounds have significantly lower risk of death compared to those who do not.³

Current guidelines for women at average breast cancer risk suggest women between the agesof 45 to 54 get yearly mammograms.⁴ Yet even with well-established screening recommendations and decades of supporting evidence, one in five women aged 50–74 is not current with mammography screening.⁵ In some cases, the gap is even wider, with as many as 60% of eligible women not getting screened.⁶

Among women aged 40–49, participation rates are even lower, with nearly half not having had a mammogram within the past two years.³ These gaps are not marginal. They represent millions of women.

What happens in the room (and after) matters

I found myself thinking about the possibilities and how I might explain them to my three children if the results were not what we hoped. That moment made it clear how deeply personal this process is, and how much the experience affects what happens next.

When women leave their mammograms feeling respected, informed and cared for, screening becomes part of their routine health behaviour. When they leave feeling confused, rushed or unsupported, they may delay their next screening or seek care elsewhere.

Compliance is not a one-time decision. Many women go to their first mammogram following guideline recommendations, but studies show that negative screening experiences are among the most common reasons women do not return for follow-up imaging.^⁷

GE HealthCare’s role

At GE HealthCare, our role extends beyond image acquisition. We design systems with patient comfort in mind. Curved edges are shaped to work with the human form, and our portfolio includes features that give patients more control during the exam. Together, these elements can help influence comfort not only during the procedure, but across the entire mammography experience.

But technology alone does not create a positive patient experience. Clinician confidence in the tools they use is equally critical. We support the caregivers who rely on our innovations through education, ongoing clinical training and opportunities to stay current on advances in breast imaging, and by oBering them stable, dependable systems with strong uptime, and responsive service to ensure those systems remain online. Training and service are not separate commitments. They are both essential contributors to patient comfort and confidence.

Our commitment

After the biopsy results came back negative, the recommendation was still to remove the suspicious area surgically. At 44, I had never had surgery before. The lumpectomy would be my first. I underwent wire localization to mark the area that needed to be removed. That part of the process was particularly diBicult for me. The imaging team guided me through each step with care and professionalism, ensuring the placement was accurate so the surgeon could remove the tissue precisely.

About a week after my lumpectomy, the final pathology confirmed: No cancer. The relief was profound.

Every day, these exams are part of the normal routine for health systems. Closing the gap between system efficiency and patient experience requires leadership and a commitment to designing products and processes that achieve operational excellence without losing sight of the patient experience. It should feel supportive, respectful and human for every patient. If we are successful, every woman should walk out of her mammogram feeling cared for, calm and empowered, which will be reflected in stronger participation and more consistent screening over time.

References

1. U.S. Preventive Services Task Force. “Breast Cancer: Screening.” JAMA 2024  Breast-cancer-screening

2. American College of Radiology. “ACR Appropriateness Criteria®: Breast Cancer Screening.” Journal of the American College of Radiology. https://www.jacr.org/article/S1546-1440(17)31099-2/fulltext.

3. Duffy, Stephen W., László Tabár, Amy Ming-Fang Yen, Robert A. Smith, Henrik Jonsson, et al. “Mammography Screening Reduces Rates of Advanced and Fatal Breast Cancers: Results in 549,091 Women.” Radiology 297, no. 3 (2020): 541-547. https://pmc.ncbi.nlm.nih.gov/articles/PMC7491203/

4. American Cancer Society, “American Cancer Society Recommendations for the Early Detection of Breast Cancer,” American Cancer Society, accessed March 3, 2026,American-cancer-society-recommendations-for-the-earlydetection-of-breast-cancer

5. National Center for Health Statistics. “Mammography.” FastStats. Centers for Disease Control and Prevention. Last reviewed 2026. https://www.cdc.gov/nchs/fastats/mammography.htm.

6. Radiology Business. “Over Half of Eligible Women Skip Their Mammogram.” Radiology Business, accessed March 20, 2026.Eligible-women-skip-their-mammogram

7. Sung, Wei-Ying, Hui-Chuan Yang, I-Chen Liao, Yu-Ting Su, Fu-Husan Chen, and Shu-Ling Chen. 2022. "Experiences of Women Who Refuse Recall for Further Investigation of Abnormal Screening Mammography: A Qualitative Study" International Journal of Environmental Research and Public Health 19, no. 3: 1041. https://doi.org/10.3390/ijerph19031041