GAITHERSBURG, Md., Nov. 22 /PRNewswire-FirstCall/ -- Digene Corporation announced today that its campaign to educate women about HPV testing for cervical cancer prevention has been named by Medical Marketing & Media as “Best Product Launch Advertisement” for the consumer press. The Digene(R) HPV Test, also known as the DNAwithPap(R) Test, is the only FDA- approved test for high-risk types of the human papillomavirus (HPV), which cause virtually all cases of cervical cancer. The test is approved for use along with the Pap test to screen women age 30 and older, the group most at risk of developing cervical cancer.
A panel of 40 judges reviewed approximately 60 entries for this year’s Medical Marketing & Media awards. The awards in the creative category, which included “Best Product Launch Advertisement,” recognized ads that were considered “different, relevant and clear, ads that work, ads that use the medium to its full potential.” Digene’s direct-to-consumer advertising campaign, which was first launched in March of 2005, is designed to educate women about the link between high-risk types of HPV and cervical cancer, and about the availability of a test for the virus. The campaign includes a print ad that has appeared in nine national magazines and a 30-second TV ad that has aired in five metropolitan areas to date. The ad campaign was created by Gotham Inc., headquartered in New York City.
“We know from our own data that our ads have been very successful in motivating women to ask their doctors about the HPV test,” said Evan Jones, Digene’s Chairman and Chief Executive Officer. “However, it is very gratifying for a major publication in the healthcare industry to recognize the creativity of our campaign and Digene’s leadership in consumer education.”
For more information on HPV and the Digene HPV Test, women are encouraged to call 877-HPV-FACT for a free brochure, or to visit http://www.thehpvtest.com. Copies of the advertisements are available on both http://www.thehpvtest.com and http://www.digene.com.
About Digene:
Digene Corporation , based in Gaithersburg, MD, develops, manufactures and markets proprietary DNA and RNA testing systems for the screening, monitoring and diagnosis of human diseases -- with a focus on women’s cancers and infectious diseases. The company’s hc2 High-Risk HPV DNA Test(R) is the only test for human papillomavirus approved by the FDA, and is approved for both follow-up evaluation in women with inconclusive Pap results and for primary adjunctive screening with the Pap test in women age 30 and older. For primary adjunctive screening, it is marketed as both The Digene HPV Test and the DNAwithPap Test. These brand names do not refer to the Digene product that tests for several types of the virus commonly referred to as “low-risk HPV,” which are not associated with cervical cancer. For more information, visit http://www.thehpvtest.com. Digene’s product portfolio also includes DNA tests for the detection of other sexually transmitted infections, including chlamydia and gonorrhea, as well as tests for blood viruses. For more information, visit the company’s Web site, http://www.digene.com. Investors also may contact Charles Fleischman at (301) 944-7000; journalists may contact Pam Rasmussen, (301) 944-7196.
About Medical Marketing & Media:
Medical Marketing & Media is a monthly business publication that has been serving healthcare marketers since 1966. Each issue carries a mix of industry news and in-depth feature articles on marketing and promotion written by a seasoned editorial staff.
Additional editorial material from leading industry experts is also published, subject to review and acceptance by MM&M’s editorial staff and editorial advisory board, a panel of twelve industry executives representing healthcare manufacturers, advertising agencies, media, and marketing research.
MM&M carries a number of special features, found in no other publication, including PERQ/HCI’s midyear and year-end advertising review, IMS Health’s year-end industry review, an annual advertising agency review, and a career and salary survey with information on more than three dozen industry positions. MM&M is the official publication sponsor of the Medical Advertising Hall of Fame, and carries complete coverage of the events and inductees in each March issue.
This press release may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements are not guarantees of the future, as there are a number of meaningful factors that could cause the company’s actual results to vary materially from those indicated by such forward-looking statements. Meaningful factors that could cause actual results to differ from expectations include, but are not limited to, the degree of acceptance of HPV testing by physicians and the extent of reimbursement for the HPV test by third-party payers, as well as other factors discussed in the company’s Securities and Exchange Commission filings. For other factors, reference is made to the discussion in the company’s annual and quarterly reports filed with the Securities and Exchange Commission.
Digene Corporation
CONTACT: Charles M. Fleischman, President of Digene Corporation,+1-301-944-7000; Investor Relations: Jonathan Birt of Financial Dynamics,+1-212-850-5628; or Media: Pam Rasmussen of Digene, +1-301-944-7196; orSean Leous of Financial Dynamics, +1-212-850-5755
