News | Breast Imaging | October 03, 2016

Hologic and Sheryl Crow Ring Nasdaq Opening Bell for Breast Cancer Awareness Month

Ceremony marks the start of Hologic's month-long awareness campaign in support of the Genius 3-D Mammography Exam

Hologic, Sheryl Crow, Nasdaq opening bell, October, Breast Cancer Awareness Month, Genius 3-D Mammography

October 3, 2016 — Breast cancer survivor and Grammy Award-winner Sheryl Crow joined Steve MacMillan, president and chief executive officer of Hologic, to ring the Nasdaq Opening Bell Monday, in conjunction with the start of Breast Cancer Awareness Month.

Hologic's participation in the bell ringing marks the start of a month-long series of national events and media appearances to increase awareness of the Genius 3-D Mammography exam, clinically proven to detect cancer 15 months earlier than traditional 2-D screenings. The Genius exam also has been shown to reduce unnecessary callbacks by up to 40 percent, and detect 41 percent more invasive cancers than conventional mammography alone.

Crow, a breast cancer survivor marking 10 years since her diagnosis, will participate in a series of national and regional media interviews throughout the month. In addition, Hologic teams will educate women at a variety of events in 10 cities across the nation, including Dallas,  Phoenix, Pittsburgh and Birmingham, Ala.

The company also will sponsor American Cancer Society Making Strides Against Breast Cancer and Susan G. Komen Race for the Cure walks in multiple markets where Hologic sites are located. Hologic will support these efforts with a national advertising campaign featuring Crow via print, billboard and online ad placements. All campaign materials will drive consumers to a microsite where women can learn more about the technology and find imaging sites offering the Genius exam.

"Ten years ago, I was diagnosed with breast cancer after a routine mammogram," said Crow. "Fortunately, it was caught early and I'm now cancer-free. I'm proud to be working with Hologic during Breast Cancer Awareness Month to urge women to take advantage of the best, and most accurate, screening technologies available."

Genius 3-D Mammography exams have been available in the United States since 2011, and are only available on the Hologic Selenia Dimensions mammography system.

For more information: www.hologic.com

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