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2004 Press Releases
Burdines-Macy's and Morton Plant Open Women's Imaging Center

Florida Retailer Partners with Morton Plant Hospital To Offer Women New In-Store Screening Location

CLEARWATER, Fla. - (Oct. 15, 2004) - Women in the Tampa Bay area now have a new and convenient option when scheduling a mammogram. Burdines-Macy's Countryside and Morton Plant Hospital are joining forces to open Morton Plant Women's Imaging Center right in the store. Opening to the public on Oct. 15, National Mammography Day, the center's services will be devoted to educating and providing women with the gift of early detection for breast cancer. The center also will offer bone density scans, a new option for Burdines-Macy's in-store centers.

According to the American Cancer Society (ACS), women have a one in seven chance of developing breast cancer. "Breast cancer screening has been shown to reduce mortality of patients with the disease, so early detection is the key," said Dr. Barbara Bourland, medical director, mammography, Morton Plant Hospital.

Similarly, the bone scans will help provide early detection for osteoporosis, which is responsible for more than 15 million fractures annually in the U.S., including 300,000 hip fractures, 700,000 vertebral fractures and 250,000 wrist fractures.

"Opening a center for women's imaging inside the store will bring important screening tests to a location that more conveniently fits in with the busy lives of the women in our community," Bourland said.

This facility, which will be located near the Burdines-Macy's south entrance, will celebrate its grand opening at 9 a.m. Oct. 15. Members of the Burdines-Macy's executive team, as well as administrators, physicians and foundation representatives from Morton Plant will be on hand to officially open the center with a ceremonial ribbon cutting.

"This is our first mammography center on the west coast of Florida," said Carey Watson, Burdines-Macy's senior vice president and director of marketing. "Our existing facility at the Dadeland store in Miami has been a hit with our customers who demand high-quality care in an easily accessible location. We are delighted to be able to extend this valuable medical service to women elsewhere in the state."

Throughout October and November, in honor of Breast Cancer Awareness Month, Burdines-Macy's is encouraging all women to take control of their health and follow the nationally recommended guidelines for early detection. As a small incentive for women who receive a mammogram or bone scan at the new in-store facility, the company is offering patients a $10 gift card to be used toward a Burdines-Macy's purchase.

"Partnering with retail businesses such as Burdines-Macy's is an ideal way to significantly improve access to health care and bring more services to more women," said Philip K. Beauchamp, president and chief executive officer, Morton Plant Hospital. "This is a great addition to health care services in our community and we are thrilled to participate."

Working with state-of-the-art equipment, a team of registered mammography technologists from the Morton Plant Women's Imaging Center will staff the center and perform the screenings. Appointments are suggested but walk-ins can be accepted. A patient will need a physician's prescription. Most major insurance plans are accepted.

In 1998, Burdines-Macy's partnered with Baptist Health Systems to open a mammography center in its Dadeland store. To date, more than 7,980 women have utilized the center in South Florida.

"The success of our first mammography center encouraged us to partner with Morton Plant to bring the same convenience to our customers in the Tampa Bay area," Watson said.

Hours of operation are Tuesday-Saturday, 11 a.m.-7 p.m. For more information or to schedule an appointment, please call 727-796-2056.

Established in 1916, Morton Plant Hospital is a 687-bed facility dedicated to improving the health of all it serves through community-owned health services that set the standard for high quality, compassionate care. Morton Plant Hospital has joined forces with H. Lee Moffitt Cancer Center & Research Institute at the University of South Florida, Tampa to provide research and services for cancer patients. Morton Plant Hospital has been nationally recognized including a total of 11 Top 100 Hospital designations and named as one of America's Top 50 Hospitals, according to AARP Modern Maturity magazine. Morton Plant Hospital is located at 300 Pinellas Street, Clearwater, Fla., 727-462-7000.

Burdines-Macy's operates 62 stores within Florida. The chain offers a variety of name brands in clothing such as Kenneth Cole, Tommy Hilfiger, Liz Claiborne and Ralph Lauren as well as a variety of accessories, housewares and gift items.

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Beth Hardy, Morton Plant Hospital 727-298-6199 (phone) 727-419-4471 (pager)

Elizabeth Romero/Sandra Fine O'Connell & Goldberg, Inc. 450 North Park Road, Suite 600 727-419-4471 (Pager)Hollywood, FL 33021 (954) 964-9098