Medical technology firm Hologic, which
started promoting directly to consumers earlier this year with ads in the
Super Bowl and other sports events, has now jumped on the music bandwagon through a relationship with Mary J. Blige, who starred in that Super Bowl spot.
The firm, which focuses on developing products for
women’s wellness and is thus gung-ho about encouraging Well Woman Exams, is sponsoring Blige’s upcoming “Good Morning Gorgeous” tour.
An Hologic-produced PSA,
starring Blige, about women prioritizing their health will play throughout the concert venues before Blige performs. Hologic is also running a “Good Morning Gorgeous” sweepstakes
that will award two tickets (worth $100) to 20 winners for each of the 20 concerts on the six-week tour that starts Sept. 17.
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What is a Well Woman Exam? It’s “part discussion
and part physical exam. It also involves any testing, counseling, or immunizations required depending on your age, lifestyle, and medical history,” Hologic explains on
its Screeningsforher.com site, which is also where consumers can enter the sweepstakes by choosing the tour city of choice and providing their name and email address.
The company will
also work with Blige during the tour to shine a light on the need to increase access to screening for all women, including those who live in communities n need of resources like 3D mammography.
Hologic’s products include a 3D mammography system; tests for cervical cancer, sexually transmitted infections, respiratory illnesses; and minimally invasive surgical technologies for uterine
fibroids and abnormal uterine bleeding.