"We always check a patient's hormone status when reading a mammogram, " said Dr. Laurel Lemasters of Atlanta Radiology Consultants.
CNN: Health - Hormone replacement may influence mammography accuracy
"When we first pitched the idea, people said, 'You're insane, '" LeMasters says.
CNN: Analysis: Consumers have yet to buy into interactive TV
Advertising in a world where people can skip commercials sounds problematic, but LeMasters is convinced he can sell advertisers on targeted ads, since the service is able to track what people watch.
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