• by Les Luchter , Yesterday

Expanding beyond awareness of the importance of prostate cancer screenings to asking consumers to take a proactive pledge to help spread that awareness and/or make a doc appointment,  medical test developer Cleveland Diagnostics (ClevelandDx) has launched its third annual A PSA on PSA’ campaign.

“A PSA on PSA” is short for "A Public Service Announcement on the Prostate-Specific Antigen,” and the campaign is again running to coincide with September, Prostate Cancer Awareness Month.

Unlike its earlier efforts, in which ClevelandDx wasn’t mentioned at all, the company’s logo now appears on psaonpsa.com, along with one from nonprofit Zero Prostate Cancer. In addition to a “Take the PSA Pledge” form, the site includes prostate cancer information and resources. 

For everyone -- both men and women -- who pledges to talk to their doctor about prostate health or encourage others to do so, ClevelandDx pledges to donate an undisclosed amount  to Zero Prostate Cancer to support further education and resources. 

During September, an anonymous donor will match all donations as well, Chief Commercial Officer Bob Rochelle tells Marketing Daily

In addition to organic and boosted social media content, ClevelandDx is bringing people to psaonpsa.com through paid ads in key publications serving cancer patients (e.g., CURE) and HCPs (Urology Times) as well as USA Today, via a partnership with Mediaplanet.

ClevelandDx’s first product offering was s a test for prostate cancer, called IsoPSA, that is said to provide greater insight into patients’ elevated PSA levels than traditional PSA tests. The company points to two recent studies -- published separately in Urology and the Journal of Urology -- that validate the test’s predictive value and ability to accurately detect prostate cancer across racial groups.

Health care providers can get the IsoPSA blood tests done directly through Cleveland Diagnostics or at Quest Diagnostics locations.