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 Her start-up, Ella Health, has opened seven mammogram centers across
the United States, in places ranging from Toms River, New Jersey to
San Francisco. Ella's pitch: to improve the often nerve-wracking
process so women will not skip their annual mammogram.
"We want women to feel like they're in a spa, not a cold and
clinical hospital," Dyrdahl, who is chief executive of the company,
said in an interview. For instance, Ella reminds its technicians to
be "warm and caring" and gives patients a private dressing room and
heated cloth robe.
In recent years, the company has secured capital to purchase 3D
mammography units and offer a test that takes X-rays at different
angles of the breast. At some $450,000, the equipment is far more
expensive than standard mammography units.
Dyrdahl, also a former marketing director at Apple Inc, said she
joined the company after years of "terrible" mammogram experiences.
Dyrdahl is herself a breast cancer survivor.
The American Cancer Society recommends that women over 40 get annual
mammograms, but researchers have found that 50 percent of women with
insurance opt out, even though most women in that age range are not
responsible for additional out-of-pocket costs.
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Ella Health is marketing its service to smaller, independent
obstetricians and gynecologists, as well as directly to female
patients.
It is branching out into other areas of women's health. It recently
launched a physical therapy service linked to major life events,
such as pregnancy and menopause. Dyrdahl said she is also exploring
mental and sexual health.
Ella Health has raised funding from Polaris Venture Partners in
Boston, CHL Medical Partners and private investors. The company is
planning to raise additional funding in the coming year to fuel
expansion across the United States.
(Reporting By Christina Farr; Editing by Steve Orlofsky)
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