SenoSENSE hopes to change Breast Cancer Detection Methods May 15, 2013 RICCentre By: Shanza Anwaar The Public Health Agency of Canada reported that an estimated 22,400 women were diagnosed with breast cancer in 2004. Fast-forward 8 years, the number steadily increased to 22,700 in 2012. Still the most common cancer affecting Canadian women, breast cancer is a disease that kills nearly 5,200 women annually. Breast cancer is the leading cause of death in women under 50, yet breast cancer screening typically starts at 50. More than 80% of breast cancers are diagnosed in women with family history. There is no specific cause identified to date, a variety of reasons from family history to a poor diet are all contributing factors. Early detection of breast cancer is the key to fighting the disease. With new research and innovative technologies, breast cancer can now be diagnosed and prevented at an earlier stage. Traditional pre-screening methods such as Mammograms use x-rays to detect and evaluate changes in breasts. Today, tech innovations have rapidly changed the time frame for early detection as well as allowing for the evaluation of breast density in women (dense tissue compared to fatty tissue increases the risk of cancer by 4-6 times). Joel Ironstone, CEO of SenoSENSE Medical Systems plans to change the face of breast cancer detection with a “low cost pre-screening tool that enables personalized breast cancer risk management.” SenoSENSE’s star product, the Electronic Breast Densitometer, measures breast density through electrical impedance technology. A swift, painless test done in less than a minute, the Electronic Breast Densitometer, is a device “comprised of a tablet or a smartphone application, a custom cable, and a single-use sensor that is placed over the breast”. If implemented, the test will cost no more than $30. SenoSENSE, thus, hopes to change the prognosis of breast cancer among young women, by identifying their cancers earlier when then they are more treatable. In addition, SenoSENSE’s technology is the only one available that can safely monitor changes in breast cancer risk over time for women on drugs like post-menopausal hormone replacement therapy. Ironstone firmly believes that “Every woman is different, and at SenoSENSE we believe that their screening and therapy should reflect this fact. Our technology works like a cholesterol test for breast cancer. It can identify who is at risk and monitor changes in risk over time” RIC Centre has chosen Joel Ironstone of SenoSENSE as one of the four finalists for its annual Innovator Idol competition. Now in its 5th year, Innovator Idol is a hybrid of American Idol and Dragon’s Den where four finalists pitch to a panel of industry experts and the winner is selected by a live audience. A prize package worth over $30, 000 is up for grabs. Register today to become part of the live audience and watch Joel compete for a chance to become the next Innovator Idol! Shanza joins the RIC team as a Social Media Intern. Pursuing two undergraduate majors in anthropology and professional writing at the University of Toronto Mississauga, Shanza is also a co-editor and content writer at the Digital Enterprise Management Society. She hopes to make her mark as a Social Media Consultant. The RIC blog is designed as a showcase for entrepreneurs and innovation. Our guest bloggers provide a wealth of information based on their personal and professional experiences. Visit RIC Centre for more information on how RIC can accelerate your ideas to market.