Cleveland Diagnostics, whose first offering is a test for prostate cancer, will donate $3 to the nonprofit Zero Prostate Cancer just because this reporter downloaded ‘A PSA on PSA’ fact sheet from psaonpsa.com.
And it will do the same for anyone else who downloads the prostate cancer fact sheet this month, up to $2,000 (or 666 downloads). Donations will also be doubled by the nonprofit Golf Fights Cancer.
“A PSA on PSA” is short for ‘A Public Service Announcement on the Prostate-Specific Antigen,” and the campaign is running to coincide with September’s Prostate Cancer Awareness Month. It marks the first consumer marketing for Cleveland Diagnostics, whose own IsoPSA blood test is said to provide greater insight into patients’ elevated PSA levels than traditional PSA tests.
“A PSA on PSA,” however, is a true unbranded PSA, with no mention of Cleveland Diagnostics or IsoPSA detected by Marketing Daily.
“We’re looking to reach as many patients and caregivers as possible by getting the word out via social media and advertisements, directing them to PSAonPSA.com,” Bob Rochelle, Cleveland Diagnostics’ chief commercial officer, tells Marketing Daily.
“Prior to this year, we’ve been focused on marketing directly to healthcare providers,” Rochelle says, but “we are living in an era of a more informed patient and realized we were missing an important opportunity to educate patients and their families.
“It is our hope that through new patient awareness campaigns, such as ‘A PSA on PSA,’ we make more men and their families aware of this disease, the importance of screening and early detection, and the diagnosis and treatment options available to them.”
Health care providers can get the IsoPSA blood tests done directly through Cleveland Diagnostics or at Quest Diagnostics locations under an agreement reached in February.