Inaugural Breast Reconstruction Awareness (BRA) Day USA, Oct. 17, 2012

ARLINGTON HEIGHTS, Ill.  -- The American Society of Plastic Surgeons (ASPS) and The Plastic Surgery Foundation (The PSF) today announced their partnership with LifeCell Corporation, a leader in regenerative medicine and pioneer in breast reconstruction technology, in support of the first national Breast Reconstruction Awareness (BRA) Day USA, October 17, 2012.  As a BRA Day USA national sponsor, LifeCell joins the world's largest organization of board-certified plastic surgeons to promote education, awareness and access to breast reconstruction following mastectomy and lumpectomy.

"It's an unfortunate reality that 7 out of 10 women eligible for breast reconstruction are not being informed of their options," said ASPS President Malcolm Z. Roth, MD.  "We have the power to change that and are excited to have LifeCell's support.  LifeCell has not only produced ground-breaking innovations for breast reconstruction surgery, but they truly share our vision of education and awareness."

On October 17, the U.S. and 20 other countries will join together for BRA Day.  The goal of BRA Day USA is to ensure that all breast cancer patients are fully informed of their breast reconstruction options and are supported by a team of medical professionals working together for the patient's best interest.  This initiative is a collaborative effort between the ASPS and The PSF.

"When we heard about BRA Day USA we were very enthusiastic because this initiative aligns with what we believe in," said Rich Egan, Group Marketing Manager Breast Surgery for LifeCell.  "We were surprised to hear so few women treated for breast cancer are aware of their breast reconstruction options.  As a trusted supplier of tissue reinforcement and replacement products used in breast reconstruction surgeries, we are committed to helping women become fully informed of their breast reconstruction options  to help 'close the loop' on these unfortunate statistics."

Expressing LifeCell's commitment to serving breast reconstruction patients and the surgeons who treat them, Lisa Colleran, President and CEO of LifeCell said, "Our dedication to creating game-changing innovations originates from our desire to provide the best clinical options to patients and the medical community." 

Over the next two years award-winning recording artist, New York Times bestselling author and humanitarian Jewel will work with the ASPS/The PSF as their national spokesperson, advocating on behalf of BRA Day USA through media appearances, public service announcements, a dedicated BRA Day USA song entitled, "Flower," and benefit concert event.

Please visit BRADayUSA.org, Facebook.com/BreastReconAwareness and Twitter (@BRADayUSA) for more information about BRA Day USA events, the Jewel concert, the BRA Day USA song, charity and corporate partnerships and more.

About ASPS and The PSF

The American Society of Plastic Surgeons (ASPS) is the largest plastic surgery specialty organization in the world. Founded in 1931, the society is composed of board-certified plastic surgeons that perform cosmetic and reconstructive surgery. The mission of ASPS is to advance quality care to plastic surgery patients by encouraging high standards of training, ethics, physician practice and research in plastic surgery. The Society advocates for patient safety, such as requiring its members to operate in accredited surgical facilities that have passed rigorous external review of equipment and staffing.

ASPS works in concert with The Plastic Surgery Foundation (The PSF), founded in 1948, which supports research, international volunteer programs and visiting professor programs. The foundation's mission is to improve the quality of life of patients through research and development. The PSF accomplishes its mission by providing invaluable support to the research of plastic surgery sciences through a variety of grant programs.

About LifeCell Corporation

LifeCell Corporation, a leader in regenerative medicine, develops and markets innovative tissue repair products for the reconstructive, orthopedic and urogynecologic biosurgery markets. LifeCell products include: Strattice™ Reconstructive Tissue Matrix and AlloDerm® Regenerative Tissue Matrix, for plastic, reconstructive, and general surgical applications; Cymetra® Regenerative Tissue Matrix, a particulate form of AlloDerm® Tissue Matrix suitable for injection; Repliform® Regenerative Tissue Matrix, for urogynecologic surgical procedures; GraftJacket® and Conexa™ for orthopedic surgical procedures; and the SPY® Elite System for the visualization and evaluation of tissue perfusion. LifeCell is an Acelity company.

About Acelity

Acelity is a global wound care and regenerative medicine company created by uniting the strengths of Kinetic Concepts, Inc, LifeCell Corporation, and Systagenix Wound Management, Limited. Acelity is committed to advancing the science of healing and restoring people’s lives.

Contact ASPS

Media Relations
(847) 228-9900
media@plasticsurgery.org