TITLE

Becton sets $10 mil push for breast exam device

AUTHOR(S)
Goetzl, David
PUB. DATE
June 1999
SOURCE
Advertising Age;6/14/1999, Vol. 70 Issue 25, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Becton Dickinson to launch a national cable and network television campaign from Grey Advertising to promote its Sensability Breast Self-Examination Aid. The over-the-counter product is touted as the first U.S. government-approved device to assist women in conducting a breast cancer self-examination. The hope is it will give women more confidence in the self-examination and make them more willing to perform one monthly. The product is expected to be widely available in August 1999. A consumer print campaign is being considered. Advertisements aimed at physicians will start in September trade publications.
ACCESSION #
1933949

 

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