Breast Cancer

Myriad launches direct-to-consumer advertising campaign for breast cancer test

Published in Women's Health Weekly, October 24th, 2002

Myriad Genetics, Inc., (MYGN) has initiated an intensive 5-month advertising campaign to raise awareness of cancer prevention options among women with a family history of breast cancer or ovarian cancer.

The first-of-its-kind campaign will focus on Atlanta, Georgia, and Denver, Colorado, using television, radio, and print media to carry its message of hope and help to those at high risk of cancer.

Denver and Atlanta make up 3.2% of the target population, consisting of women in the United States between the ages of 25-54, with a strong family history of breast or ovarian cancer. Market research among 300 high-risk women representing this population,...

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Source: Women's Health Weekly (2002-10-24)

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