top of page

From Breast Cancer Family Risk Factors To Breast Health Advocate

From Breast Cancer Family Risk Factors To Breast Health Advocate with Susan Willig

In the latest episode of “Clear Voices of Hope,” host Lisa Malia sits down with Susan Willig—an inspiring advocate and the CEO and chief brand strategist of True North, a brand strategy firm working within the healthcare space. Their candid and empowering conversation illuminated the crucial gaps in breast health awareness, especially around dense breast tissue, breast cancer family risk factors and explored how personal advocacy can change—and even save—lives.


Why Dense Breast Tissue Matters (And Why So Few Women Know About It)


Despite decades spent working in healthcare and having a significant family history of breast cancer, Susan Willig only learned about the risks around dense breast tissue in the last five years. “Once you see it, you can’t unsee it,” Susan reflected, a sentiment echoed by so many women who feel blindsided by the lack of information.


Dense breast tissue not only makes detecting cancer on a mammogram harder—often leading to missed or late diagnoses—it is also an independent risk factor for developing breast cancer. So why are so many women unaware of their breast density, or the need for additional screening beyond standard mammograms? As Lisa pointed out, even in states like California, which began notifying women about their breast density before it became a federal mandate, there’s a steep learning curve: “A lot of messaging around breast health has always just been ‘get your mammogram and move on...’ There hasn't been a whole lot of education around next steps and what else to be aware of, especially around dense breast tissue.”


The Power of Self-Advocacy: Speaking Up Can Change Your Life


Susan’s journey underscores the importance of knowing your body and speaking up. After a recent experience where her doctor didn’t initially recommend an MRI despite Susan’s high risk and family history, Susan insisted. “If I didn’t know mammograms were insufficient for dense breasts... if I didn’t push my provider... she would not have done so. That’s why I’m so passionate.”


This is a critical message: even well-intentioned providers can overlook risk factors in their busy schedules. It’s up to each of us to know our personal risks, understand our options, and not hesitate to pursue additional screenings if something doesn’t feel right. As Lisa says, “Don’t go with the flow. You’ve really got to speak up.”


Bridging the Equity Gap and Taking Action


Insurance coverage is a major barrier to further screening. Many adjunct screenings like ultrasounds and MRIs aren’t fully covered, putting early detection out of reach for many women. Both Lisa and Susan are active with advocacy coalitions aiming to change this at the policy level, making sure every woman—not just those who can pay out-of-pocket—gets access to life-saving screenings. The conversation also highlighted the ripple effect of advocacy. Whether it’s telling your nieces, writing letters to lawmakers, or simply sharing what you’ve learned with friends, every action makes a difference. As Susan put it, “Even small actions—can have an impact.”


Supporting Each Other—And the Next Generation


There’s strength in community, and both women reflected on the power of having a “girl tribe” to share information, support advocacy, and encourage self-education. Susan also touched on the importance of challenging outdated medical information, especially around topics like hormone replacement therapy, showing that continued research and dialogue are key to improving women’s health.


What’s Next: Advocacy, Innovation, and Hope


Susan’s company, True North, is committed to elevating women leaders and supporting innovative solutions in healthcare that better serve women. Change takes time, but as she and Lisa both discussed, sharing stories, supporting each other, and persistent advocacy are moving the needle.


Final Thoughts


If there’s one takeaway from this episode, it’s this: awareness and advocacy save lives. Whether you’re a survivor, at high risk, or simply passionate about women’s health, your voice matters. Read, share, ask questions, and don’t hesitate to advocate for yourself and the women around you. As Susan urges, “Even with a small gesture of telling one other person what they heard today, I think it could make a big difference.”


We invite you to join the movement, access resources from the Clear Pathways program, and take the next step—whether it’s scheduling your screening, writing a letter, or sharing this message with someone you love. Together, we can clear a path to early detection, equitable care, and a brighter future for every woman.


Susan Willig, CEO True North Accomplished and creative marketing executive with cross-industry experience (medical device, education, information services and technology). Proven and accomplished career of exceeding business objectives by creating relevant brand strategy and translating to effective marketing plans and through to execution. I build meaningful and lasting customer experiences and relationships to increase brand equity and revenue. As a strong leader and team builder both inside and outside the company, I create a consistent meaningful global experience for customers, while being mindful of regional nuances.


Follow Susan:

 

Learn More About The Clear Pathways Program: https://www.breastdensitysummit.org/

 

Write your representative: Pre drafted letters on current topic at Women's Health Advocates: https://womenshealthadvocates.org/write-to-congress/#/

 

Follow Lisa Malia:



Comments

Featured Posts
Recent Posts
Archive
Search By Tags
Follow Us
  • Facebook Basic Square
  • Twitter Basic Square
  • Google+ Basic Square
bottom of page