New research from Nuffield Health has revealed women in the UK are putting off having a breast screening due to anxiety and fear of discomfort.
More than a third of women surveyed said they would be reluctant even if they found a lump or abnormality.
One in 10 said they had found a lump or abnormality and did not seek medical support.
In response, Nuffield Health Cheltenham Hospital is raising awareness of how advancements in breast cancer diagnostics are making the experience more accurate, less invasive and more comfortable for women.
This comes as the hospital, which serves NHS and private patients across Gloucestershire and beyond, has made a major investment in its breast screening and diagnostics service.
With support from Lizzie Goulden and Millie Hyett — professional rugby players with Gloucester-Hartpury RFC — the hospital is rolling out the latest mammography technology.
The new technology includes 3D screening, which gives a clearer view while using the same low radiation dose as a 2D scan, making it easier to identify concerns and safer for patients.
The machines also move around and adapt to the patient for a more comfortable experience.
Breast cancer consultant at Nuffield Health Cheltenham Hospital, Charlie Chan, said: 'Our research showed 40 per cent of women who’ve had a mammogram in the past found it painful and that perception still puts many off.
'It’s important to let women know this is rarely the case. The new mammography technology at the Nuffield Health Cheltenham Hospital has been designed by women, for women.
'As a result, it’s much more comfortable and the whole process is quicker and less intimidating.
'To all women who have concerns or just want to have a check, our one-stop clinic can see you quickly and with a smile.
'Coming to the clinic for a check and a mammogram is quick and comfortable and always with a personal touch.
'Fortunately, most women will not have anything worrying but early diagnosis can make all the difference.'
Nuffield Health says breast cancer remains the most common cancer in the UK. However, survival rates have doubled over the past 50 years and nearly nine in 10 women now survive for five years or more.
The health specialist says improved survival rates are driven by earlier detection, improved diagnostics and advancements in treatment.
Lizzie Goulden, professional rugby player with Gloucester-Hartpury RFC, who was at Cheltenham hospital to unveil the new technology, said: 'I couldn’t believe the research findings. One in 10 women have found a lump in their breast and haven’t got it checked — that’s just scary to think about!
'Having talked through the process with the mammographer, knowing the new machine has been designed to make the experience much more comfortable and how friendly and welcoming the team are — it’s really nothing to fear.
'Everyone knows 10 women and those 10 women know 10 more women — we just need to get the message out about how important it is to get checked!
'The barriers must be removed and we need to help all women to feel safe and comfortable to get checked.'
The investment is part of a broader collaboration with GE HealthCare, which will see Nuffield Health invest £200 million in the latest AI-enabled diagnostic imaging technology across its UK hospital network.
