Marketing-related initiatives, rather than proven clinical efficacy, are putting pressure on women to choose 3D mammography, according to an investigation covered in USA Today.

One of the biggest ongoing trends in healthcare in recent years has been the increased focus on educating women about breast density. Dense breast tissue can obscure small masses and lower the sensitivity of mammograms, making it especially vital that women know their options if mammography reveals they have dense breasts.

The economic environment for breast imaging is already complex and still evolving. Keeping up requires understanding the dynamics at work.

Seven years after the FDA approved the first tomosynthesis device for breast cancer screening, adoption rates for digital breast tomosynthesis (DBT) remain on an upswing. Earlier this year the agency reported a nearly 30 percent increase of certified mammography facilities offering DBT—aka “3D mammography,” aka “tomo”—over just the past year (from 3,178 facilities in March 2017 to 4,074 in March 2018).