DURANGO, Colo. – The dragonfly – a clever marketing messenger – is bringing the news. News of breast cancer awareness, and of the $3.4 million capital campaign under way to fund construction of a state-of-the-art Breast Care Center on the Mercy Regional Medical Center campus.

Designed to be on par technologically with the Mayo Clinic and research hospitals across the country, the Breast Care Center is intended on the patient level to be a one-stop, comprehensive care facility that focuses on “wellness” in a non-clinical environment. Amenities planned include replacement of traditional medical gowns with spa-like robes and a fine art-filled lounge with a waterfall and juice bar.

“I think what we’re trying to do here is make it so easy and so encouraging for women to get a mammogram that they don’t even think twice about it,” said Joanne Spina, immediate past president of Mercy’s board of directors. “They just say, ‘yup, it’s January, I’m going to get my mammo,’ and they make that yearly routine because they know it’s a place that feels welcoming and comfortable and non-threatening.”

Mercy already performs more than 6,700 mammograms per year, but that is only 56 percent of the women in the Four Corners, according to Linda Campbell, who is chairing the capital campaign. Statewide, 73 percent of women 50 year or older receive regular mammograms.

“Early detection with advanced technology is crucial,” said Campbell, noting that 435 patients have been diagnosed with breast cancer at Mercy in the last six years. “I’d like everyone to jump on board and stop this fire and say ‘Yes ma’am.’”

Campbell referenced the kick-off event for the “Yes Ma’am” capital campaign, to which she arrived in an antique fire engine with her husband, former US Sen. Ben Nighthorse Campbell. The event was held in the shell of what will be the Breast Care Center on the first floor of the Medical Office Building, adjacent to the hospital. The campaign is saying “yes” to mammograms, world class customer service, healthy lifestyles, keeping care close to home, being in charge and more.

The unadulterated site of the future Breast Care Center.

“I was so honored when Karen (Midkiff) asked me to chair the campaign,” she said. “I don’t think there’s one person in this room who hasn’t been affected by breast cancer in some way.”

Anticipated to open by Jan. 1, 2009, the 3,500 sq.ft Breast Care Center must be funded to the $1.1 million level before official construction can begin. According to Midkiff, chief development officer for Mercy Health Foundation, that milestone has nearly been achieved.

“This is the first campaign of its kind,” said Midkiff. “And it will be the first breast care center of its kind in the region. The community has already been very supportive. They’re stepping up to the plate with money and grants.”

Major donors have played a significant role in getting the campaign off the ground, but smaller grassroots efforts have also helped dramatically. For example, the Iron Horse Bicycle Classic selected the Breast Care Center as its beneficiary from the 2007 event, and a special concert featuring Shawn Mullins aided the cause.

The IHBC also received a Fender electric guitar signed by breast cancer survivor and recording artist Sheryl Crow, to be used specifically for raising funds for the center. The guitar is currently for auction on this site, www.DurangoDowntown.com/auction.

“Bidding on the guitar will be open until noon on Dec. 6,” said Sheri Amass, web master of DurangoDowntown.com, noting that merchants featured on the site are also participating in the fundraising by pledging a percentage or dollar amount of e-coupons redeemed. “It’s all in support of breast cancer awareness.” 
[ see www.DurangoDowntown.com/ecoupons }

The naming rights to the Breast Care Center do remain available. With a price tag of $1.5 million, such a donor would boost the campaign significantly closer to the $3.4 million goal. 

Once built, the center will take mammography to the next level. The center will feature digital mammograms with computer-aided detection; a dedicated mammography reading room for radiologists; a dedicated ultrasound breast unit; breast magnetic resonance imaging (MRI), plus a biopsy tissue staining system, which has already been purchased as part of the project.

“We raised the money for that first and foremost because we thought if women have something wrong they want that test result immediately,” said Midkiff of the nearly $300,000 immunohistochemistry (IHC) analyzer. “This is a piece of equipment that will test tissue pulled from a biopsy and determine – it is so refined – the types of cells that are in that tumor or lump and whether it’s a progesterone receptor or an estrogen receptor. It can almost go down to the DNA.”

Prior to the IHC installation at Mercy, tissue samples were sent out of state or to Denver for analysis, and instead of same-day turnaround, results would take five to seven days. Beyond the mental anguish, this also meant treatment could not begin. This aspect of breast care is now part of Mercy’s history.

“It doesn’t look like much,” admitted Midkiff of the IHC machine. “But people don’t realize how expensive these things are to purchase. This is really advanced technology that we’ve been able to secure only because of donations. We could never have done it otherwise.”

To learn more about the Breast Care Center, or donor opportunities, visit the Mercy Health Foundation web site, www.mhffnd.org, or call Midkiff at 970.764.2800.

Mercy Health Foundation is a non-profit organization that supports patients and families in need of care at Mercy Regional Medical Center. The foundation supports the hospital’s mission to enhance the health of the individuals and communities it serves through promotion and distribution of philanthropic gifts. The monies are managed and distributed by the Foundation Board of Directors.

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