St. John's Lutheran Hospital - Paint It Pink

Overview

St. John’s Lutheran Hospital and Glacier Bank, a local financial institution, teamed up to develop a program to provide uninsured and underinsured women in Libby and Troy with free mammograms. The combined effort is called “Paint It Pink” (PIP) and is celebrated throughout the month of October with educational and fundraising events. PIP month is kicked off on the first Saturday of October with a PIP 5K fun run/walk and then culminates on the last Tuesday in October with the Breast Health Awareness Dessert.

Each October, the two communities band together to raise funds for the program, soliciting businesses and individuals, and providing additional giving at several events throughout the month. St. John’s and NW Imaging in Kalispell both discount their prices so that the money raised can help as many women as possible. The entire month is filled with educational and wellness opportunities for women including yoga, Zumba®, health workshops, and the Breast Health Awareness Dessert.

Small businesses comprise a majority of area employers, meaning that even if health insurance is offered, there is probably a high deductible. St. John’s and Glacier Bank created the program when they realized that there was a large gap between women with comprehensive insurance and women who qualify for mammograms under federal or state programs. PIP aims to fill that gap.

Impact

Since the program’s inception five years ago, more than $35,000 has been raised, and 125 area women have received both screening and diagnostic mammograms.

Challenges/success factors

The hospital works closely with the Montana Cancer Screening Program (MCSP) to ensure that women who require further testing receive financial assistance. Because MCSP is a federal program that offers mammograms to women 50+, the St. John’s program is directed to women under 50, so that no woman is left behind. However, occasionally MCSP runs short of funds, or a woman does not meet their qualifications; in those cases, PIP fills the gap for women of any age.

PIP’s success would not be possible without the enthusiasm, support, and participation of area residents. To overcome some women’s perception that the free mammogram is a “handout,” St. John’s provides an insert about breast care and positions the program as preventative health care that empowers women to take care of themselves. St. John’s works closely with area providers to promote PIP mammograms as “just good health care.” The registration process is seamless, and the women are treated with the same respect and dignity that St. John’s offers all their patients.

Future direction/sustainability

St. John’s continues to improve and expand the program. At first, PIP consisted of screening mammograms for uninsured women. Now, the program includes diagnostic testing and began offering underinsured women the same benefit in January 2011.

Advice to others

Ensure that you have your CEO’s buy-in, so that he/she demonstrates support for the program and its promotion. Collaborate with other trusted organizations, including the Chamber of Commerce, women’s organizations, local health clubs, schools, coffee shops, and restaurants – the sky is the limit. The program will be more widespread, have increased credibility, and emphasize education about breast health awareness.

Contact: Kate Stephens
Marketing Specialist
Telephone: 406-283-7141
E-mail: kstep@sjlh.com