Healthcare providers often overlook the social stigma associated with a breast cancer patient's deteriorating physical appearance as related to disease treatment. Such stigmas compound patient distress. At St. Luke's Cancer Institute in Kansas City, MO, healthcare providers have addressed this issue with Missys' Mirror.
Designed to alleviate patients' discomfort associated with physical and emotional changes, Missys' Mirror is a 1,000-sq-ft in-hospital boutique where breast cancer patients can practice a little retail therapy. Located on the same floor as St. Luke's medical oncology and gynecological oncology practices, the shop offers a wide variety of clothing, makeup, and gift items, all catering to the specific needs of these patients.
"We want to help cancer patients feel better about their self-image while they're undergoing treatment," said Missys' Mirror creator Coleen Johnson, senior director at St. Luke's. Johnson recounted how Missys' Mirror came about and how other breast cancer treatment centers can (profitably) follow suit.
Origins of assistance
Johnson traced the genesis of Missys' Mirror to a meeting with a woman who owned several breast-cancer-related stores at the National Consortium of Breast Centers in Las Vegas, NV. "I got excited about the possibility of opening a similar store at St. Luke's, so I asked our executives," Johnson said. "They told me if we could raise the money, we could open one."
A $100,000 gift from a local couple got Johnson started. She raised the remaining $350,000 with the help of two families, each of whom lost young daughters -- both named Missy -- to breast cancer. Johnson named the nonprofit center after the women.
Missys' Mirror opened in April 2005, with two full-time employees and a collection of volunteers.
To handle the scope of the project, Johnson needed someone experienced. To manage Missys' Mirror, she hired Mary Moser, a certified prosthesis fitter with more than 20 years of experience in retail stores selling and fitting breast prosthetics.
Johnson said that hiring Moser six months before Missys' Mirror opened was crucial. Moser does the lion's share of the work, purchasing from medical supply stores and companies, and operating as part-time marketing consultant.
The day before the Missys' Mirror opened, a cancer patient who was losing her hair knocked on the door, accompanied by her husband. "She was dragging an IV pole," Johnson remembered. "The husband asked if there was anything we could do for her, so we shaved her head and gave her a beautiful turban. To see the smile on her face made it all worth it."
Attractive offerings
Missys' Mirror offers a wig, makeup, prosthetic, and clothing shop, as well as a hair salon and children's parlor. At the hair salon and wig shop, women can have their heads shaved and fitted for custom-made wigs. The makeup service includes a tailored cosmetics line developed by makeup artist Romy, a cancer survivor who tends to celebrities such as Halle Berry.
Breast prosthetics come in a wide variety of styles and weights, and the shop offers items such as lymphedema sleeves, compression stockings, and postsurgical garments, as well as lingerie, nightgowns, and swimsuits complete with breast pockets that can conceal the results of a mastectomy.
 |
| In addition to stylish accessories, Missys' Mirror offers custom fittings for breast and lumpectomy prostheses and postsurgical apparel. Images courtesy of St. Luke's Cancer Institute. |
For children of breast cancer sufferers, the boutique offers books about the disease, stuffed animals, and other toys. Gift items such as cards, note packages, slippers, votive candles, hand creams, jewelry, and handbags are also available.
Stricter Medicare regulations require prosthesis-fitters to be certified by the American Board for Certification in Orthotics and Prosthetics. This has discouraged for-profit stores from offering the service, because they don't find it financially viable to pay for employee training, according to Moser.
Moser helps to measure the women and makes recommendations based on their size and special needs. Measuring and fitting a woman to ensure breast symmetry can be a complicated, time-consuming process, especially when treating women who opt for reconstruction. "Often they gain weight, and their breasts become unbalanced over time; then they need an equalizing bra," she said.
Bottom line
Last year Missys' Mirror broke even financially -- a success for a nonprofit specialty store. In 2006 the store surpassed $120,000 in sales. Its goal is to reach the $200,000 necessary to cover inventory, expenses, and salaries.
Roughly 70% of the boutique's sales come from durable medical equipment and 30% from gift items. All proceeds benefit Missys' Mirror's charity arm. The charity portion of the program helps patients who can't afford to buy items that Medicare doesn't cover. All that a patient needs is a note from her doctor, nurse, or social worker.
Johnson and her team promote Missys' Mirror in various ways.
The St. Luke's staff informs all cancer patients about the service. They also supply information to referring physicians' offices in Kansas City, focusing on those who have a large number of cancer patients (such as breast surgeons, internal medicine doctors, plastic surgeons, and family practitioners). As a result, they've generated a long list of referring physicians.
They've also garnered a lot of publicity on local TV stations and newspapers, especially when makeup artist Romy made a personal appearance to promote his special breast cancer patient makeup line.
"Fifty women scheduled makeup appointments that day," Johnson said, "and every one of them showed up. Our business has done well by word of mouth. It proves that there was a real need in our community."
By Jim Gerard
AuntMinnie.com contributing writer
January 10, 2007
The "Mammography Regulation and Reimbursement Report" is a 12-page monthly newsletter designed specifically for mammographic technologists and supervisors that is published by HC Pro. The periodical offers ideas for better practice management from peers, billing tips, MQSA regulatory updates and guidance, and business ideas related to breast imaging. For a free trial subscription, please click here.
Related Reading
CMS looks to cut CAD reimbursement, December 8, 2006
Protect your organization when donating services, November 20, 2006
Optimizing the method, moment for reconstructing the irradiated breast, October 26, 2006
How old is too old for a mammogram? October 6, 2006
New workflow, personnel needed for adopting digital mammography, August 10, 2006
Copyright © 2007 HC Pro
