• by Les Luchter , Yesterday

Seven months after getting FDA approval for the first at-home screening device for cervical cancer, Teal Health has debuted its first commercial.

The :30 spot, created with the Superside agency, begins by showing a woman undergoing an uncomfortable PAP smear at a medical office before she realizes that “you can actually do this at home” via a test that’s “clinically accurate and private, with results available online, and provider support.”

Branded as the Teal Wand, the product launched solely in California back in May, but now should be available in all states by early 2026, Kara Egan, Teal’s  co-founder-and CEO, tells Marketing Daily.

She attributes some of the credit for the brand’s momentum to the American Cancer Society updating its “cervical cancer screening guidelines, including self-collection, and listing the Teal Wand as an accurate at-home alternative to screening in-clinic.”

With sales of the Teal Wand having grown “exponentially,” Egan explains, “We’re ready to create bigger moments and bigger conversations, which is what this spot hopes to ignite.”

The commercial, which launched Dec. 16 and will run through the end of Cervical Cancer Awareness Month on Jan. 31, is being distributed via the MNTN-connected TV ad platform on what Teal calls “all major premium channels and services, ensuring reach at scale.” It will be supported with social media amplification and website imagery.

The target audience, Egan notes, includes women at risk of cervical cancer or overdue for a screening, as well as healthcare providers and clinicians who want to “support women with a comfortable and convenient screening option.”

Egan calls the Teal Wand’s availability “a major women’s health milestone, as nearly one in three women remain unscreened, and access barriers are only growing.”

“With Teal,” she explains, “a woman can order her kit, meet with a medical provider virtually, collect her sample from home, mail it to the lab for testing, and receive her results in a secure portal.”

Test results come from a collaboration with Roche, one of three pharma companies (the others being Abbott and BD) that offer such services for cervical cancer screenings.

The Teal Wand is indicated for women aged 25-65, which is the American Cancer Society’s recommended age range for regular cervical cancer screenings.

Teal’s major clinical trial, titled “Self-Cerv,” compared the Teal Wand’s self-collected vaginal samples directly against “a clinician-collected sample using a speculum and brush.” That study, done last year with more than 600 women across 16 testing sites, found Teal resulting in 96% accuracy vs. doctor-collected samples, and 94% of women preferring it over in-person screening.