News | October 10, 2014

Hologic Launches New Consumer Awareness Campaign for 3-D Mammography Technology

Company also announces 2,000th install of its 3-D mammography system

Hologic Launches New Consumer Awareness Campaign for 3-D Mammography Technology

October 10, 2014 — Hologic, Inc. is kicking off Breast Cancer Awareness Month with the announcement that the company’s 3-D mammography exam, available on the Selenia Dimensions platform, will be introduced to consumers as Genius 3-D Mammography. Hologic’s Genius 3-D Mammography is the only 3-D exam approved by the FDA as clinically superior to traditional mammography.

Hologic is also announcing that it recently installed its 2,000th 3-D mammography system worldwide. Hologic 3-D systems are now installed in more than 50 countries and all 50 states.

Stephen MacMillan, Hologic’s president and CEO, said, “Today we are setting a course for the future as we launch our Genius 3D Mammography campaign, an awareness initiative aimed directly at women. The campaign is designed to make it easier for them to ask for and find the most accurate mammography exam available. An exam that significantly increases invasive cancer detection and reduces false-positive callbacks impacts the lives of women throughout the world. Every woman deserves the most accurate mammogram possible.”

 Hologic’s Genius 3-D Mammography is designed to allow doctors to see masses and distortions associated with cancers more clearly than traditional 2-D mammography. In a large peer-reviewed study published in the Journal of the American Medical Association (JAMA), researchers reported that Hologic’s 3-D technology detects 41 percent more invasive breast cancers while significantly reducing anxiety-provoking callbacks due to false alarms. The largest study of its kind, the JAMA study involved more than 450,000 exams, 139 doctors, and 13 leading academic and clinical sites all using Hologic’s 3-D mammography technology.

A team of women developed the Genius name and brand identity. Several of the women leading the effort have been personally touched by breast cancer, making the Genius campaign a professional and personal endeavor.

“It is time for women to not only be aware of the benefits of 3D mammography, but to also know that they have a choice in the type of mammogram they have, including the brand of the mammography exam,” said Linda Greer, M.D., medical director for John C. Lincoln Breast Health and Research Center and one of the authors of the JAMA publication. “Women are aware of a lot of brands — everything from our food to our cars — so it makes sense that women should care about the brand of their mammogram. I am pleased that Hologic has undertaken the mission to make women aware of the life-saving potential of their Genius 3-D Mammogram.”

Genius 3-D Mammography is available on the Hologic Selenia Dimensions 3-D system.

For more information, visit www.genius3dmammography.com

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