Fujifilm join hands with Pinkathon to spread awareness about breast cancer

Fujifilm India Pvt. Ltd continues its association with ‘PINKATHON’ for the second consecutive year as the ‘wellness partner’ partaking to the shared purpose of spreading awareness about the most common invasive cancer in women – Breast Cancer. According to a recent report by EY, more than 50% breast cancer patients are diagnosed too late. Lack of awareness of cancer and screening for disease are significant contributory factors for the relatively late stage of the disease presentation and consequently low reported cancer incidences in India. Less than 1% of women in India aged between 40 and 69 years participate in recommended breast screening mammograms once in 24 months, as compared to 30% in China and 65% in the US. These figures are certainly daunting and make Early Detection even more imperative. This collaboration empowers Fujifilm’s commitment to promote early detection of Breast Cancer which can help save lives.

Fujifilm being a leader in the development and application of imaging and information innovations to healthcare has been educating and driving people to attain early detection of Breast Cancer.

Fujifilm had introduced its revolutionary product Amulet Innovality – a highly advanced breast cancer diagnostic machine with 50 micron resolution, 3D image quality and advanced tomosynthesis technology that reveals the internal structure of the breast with a precision that enables the detection of those lesions that ordinarily get overlooked in a routine mammography. Early diagnosis has been the biggest draw and also the fact that this machine is designed in a way to ensure there is minimal pain and discomfort. This design improves the patient comfort during mammograms significantly.

Commenting on the occasion, Mr. Yasunobu Nishiyama, Managing Director, Fujifilm India Pvt. Ltd. said We are pleased to continue our association with Pinkathon to promote awareness about breast cancer. It is a known fact that late diagnosis results in slimming the chances of survival. It is therefore vital for healthcare providers to step up and provide women the best early detection screening facilities that can help save lives. At Fujifilm, we are continuously innovating, creating new technologies, product and services and the AMULET INNOVALITY is one such product that has made early detection of breast cancer a reality for women all over the world.”

As a part of the Pinkathon run, more than 10,000 people were present to support the breast awareness issue. They have taken this initiative to 7 other cities-Mumbai, Chennai, Guwahati, Pune, Bangalore, Hyderabad and Kolkata- to create awareness pertaining to the global burden of cancer.

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