• by Richard Whitman , Columnist, January 26, 2022

Medical technology firm Hologic which usually promotes its products in the B2B arena is launching its first consumer campaign and it’s using big platforms to do it including the Super Bowl and the Olympics.

There aren’t many details yet on the Super Bowl ad other than the 30-second spot will appear in the first half of the game. It will also air in local markets.

The messaging will align with the company’s focus on developing products for women’s wellness and the importance of early detection and treatment of certain diseases, the company said.  

Why this ad now? The company said that during the pandemic women have not been keeping up with annual health screening and it wants to reach as many women as possible to remind them that that should remain a priority no matter how busy their lives are.

The campaign also includes a website where people can learn more about the different types of diagnostic screenings, questions to ask their doctors and a self-assessment to learn what tests are best for them.