In the Pink

In the Pink is a mammography incentive program that promotes the reduction of death from breast cancer by educating women about the efficiency of early detection through routine annual screening mammograms.

The Norma J. Vinger Center for Breast Care started In the Pink in March 2004 with Gundersen employees. This program is proving to be well received and we are prepared to apply this important program to the communities we serve.

Simply put, mammography can save lives! Read one inspiring story of a breast cancer survivor who says "When last year's Stayin' in the Pink letter came in the mail, it was the push I needed to schedule a mammogram."


Breast cancer affects a large number of women and their families in our community. However, with early detection (< 15mm) most women can be treated successfully. It is the interruption of breast cancer while still confined to the breast that allows successful treatment. Participation in annual screening mammography and annual clinical breast examination allows the opportunity for early detection.

It is the responsibility of the medical community to educate women and their families about the importance of breast cancer screening and to provide a supportive environment for screening. In the Pink initiative is a program that will help educate and support women to participate in breast cancer screening.