Hologic CEO Steve MacMillan and Breast Cancer Survivor Sheryl Crow Kick Off Breast Cancer Awareness Month

Hologic Inc. announced today that breast cancer survivor and Grammy Award-winner Sheryl Crow will join Steve MacMillan, the Company’s Chairman, President, and Chief Executive Officer, to ring the Nasdaq Opening Bell on October 3, 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 3D MAMMOGRAPHY exam, the only mammogram clinically proven to detect cancer 15 months earlier than traditional 2D screenings.¹ 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.^2,3
 
“We are honored to ring in Breast Cancer Awareness Month with our spokeswoman, Sheryl Crow, who shares Hologic’s steadfast commitment to educating women on the importance of early detection,” said MacMillan. “Early detection saves lives, and our hope is that by the end of this month every woman across the country knows that a more accurate mammogram, the Genius™ exam, finds more invasive cancers, faster, than traditional mammography.”
 
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, Texas, Phoenix, Ariz., Birmingham, Ala., and Pittsburgh, Pa.. The Company also will sponsor American Cancer Society Making Strides Against Breast Cancer and Susan G. Koman 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 3D MAMMOGRAPHY exams have been available in the U.S. since 2011, and are only available on the Hologic Selenia Dimensions mammography system. More than 100 clinical studies have proven the effectiveness of this exam and in 2015, an estimated 10 million women in the U.S. benefited from a Genius exam.
 
References
¹McDonald ES, Oustimov A, Weinstein SP, et al. Effectiveness of Digital Breast Tomosynthesis Compared With Digital Mammography. JAMA Oncol. 2016.
²Friedewald SM, Rafferty EA, Rose SL, et al. Breast cancer screening using tomosynthesis in combination with digital mammography. JAMA. 2014;311(24):2499-2507.
³Rose SL, Tidwell AL, Bujnoch LJ, et al. Implementation of breast tomosynthesis in a routine screening practice: an observational study. AJR Am J Roentgenol. 2013;200(6):1401-1408.