October is Breast Cancer Awareness Month, a time when pink ribbons and T-shirts are signs of the season, yet more importantly, these colorful reminders can save lives.

The American Cancer Society reports that breast cancer deaths have steadily decreased by 44% since 1989, thanks to better screening and early detection. This strong track record is a reminder that all women age 40 and over should have regular mammograms, the gold standard in breast cancer screening.

"Breast cancer is most treatable when discovered in its earliest stages, and screening mammograms are our best tool for early detection," said Charissa Etrheim, MD, Avera family medicine physician and breast expert at the High Risk Breast Clinic in Mitchell, SD.

One in eight women will be diagnosed with breast cancer. Some women are at higher risk, for example, those with a strong family history or those with dense breasts. Women with risk factors should ask their provider if they could benefit from a high risk screening plan.

At an Avera mammogram appointment, all women complete a breast risk assessment. Women with a 20% or more lifetime risk of developing breast cancer are considered high risk and can be referred to a high-risk breast clinic in Sioux Falls or Mitchell.

Here's how you can help save lives this October - maybe even your own.

• If you are a woman age 40 or older and have not yet scheduled your annual mammogram this year, please make that appointment.
• Remind your closest friends and loved ones to get their mammogram.

Be armed with the facts, rather than fears or excuses:

• Getting a mammogram usually takes 15 minutes or less. The squeeze isn't painful, just a little uncomfortable for a short amount of time.
• A 3D mammogram is safe and effective. The small amount of radiation received during this exam is well within safe levels and is about the same amount of radiation a woman would get from her natural surroundings over about seven weeks.
• A woman's risk level will determine what her screening plan should be.
• Most insurance plans provide 100% coverage for yearly screening mammograms for women 40 and older. Check with your health insurer if you have questions.
• New this fall, Avera has a new mobile unit that's traveling the region and making mammograms available to women in rural communities.

Even if you get annual mammograms, you should also do self-exams regularly. If you feel any breast lumps or notice changes to the nipple or skin, report it to your provider. Breast tumors most often feel hard and have an irregular shape, but even lumps that feel soft and smooth should be reported.

It's important to know what's normal for you and be proactive when you notice changes. "People can catch a new lump or other breast change through a self-exam that ends up being breast cancer," Etrheim said. "While mammograms are our best tool, doing self-exams can help support that."

A breast lump doesn't mean you have cancer, as other conditions can cause lumps. Most lumps that are felt and abnormal mammogram findings are benign. However, if further tests reveal breast cancer, your specialists will develop a treatment plan. Lifestyle, type of breast cancer and stage of cancer will help determine your treatment plan, but it may include:

Surgery: Breast-conserving surgery known as lumpectomy to remove just the cancer may be one option, while mastectomy (removal of all breast tissue) is another. With the help of your cancer specialists, you're the decision-maker for these surgical choices, and you can opt for reconstructive surgery that helps you look and feel like yourself.

Radiation therapy: External beam radiation treatments after surgery help prevent the cancer from recurring at the original tumor site. In some cases, surgeons can deliver a boost of radiation during a lumpectomy procedure.

Chemotherapy and biotherapy: Medications, including those that work with your body's own immune system, can help prevent or stop the spread of breast cancer elsewhere in your body. Sometimes a combination of therapies is recommended.

Precision oncology: Cancer specialists analyze your DNA to help inform how to treat your specific case of cancer.

If you're a woman, learn about breast health and get the screenings recommended for you. Everyone can show they care by supporting survivors and encouraging women they care about to get their mammograms.

Learn more at Avera.org/BreastCancer