Digene Builds on Growing HPV Awareness by Continuing Its TV Campaign in Key Markets.

GAITHERSBURG, Md., Jan. 25 /PRNewswire-FirstCall/ -- Digene Corp. announced today that it is capitalizing on the growing consumer awareness of HPV by continuing its DTC television advertising campaign by launching it in two key metropolitan regions: Los Angeles and New York City -- the top two TV markets in the country.

The Digene direct-to-consumer campaign is designed to educate women about the benefits of testing for the human papillomavirus (HPV) as part of cervical cancer prevention. The Digene(R) HPV Test is the only FDA-approved test for high-risk types of HPV, and is approved for use along with a Pap test to screen women age 30 and older -- the group most at risk of cervical cancer.

"We have proven the effectiveness of direct-to-consumer advertising to women in regions where there also is comprehensive reimbursement; education of healthcare professionals in the field by a trained, direct sales team; partnerships with reference labs; and support by women's organizations and key opinion leaders," said Daryl Faulkner, Digene's President and Chief Executive Officer. "The Los Angeles metropolitan area, which represents a potential of more than 2.4 million additional HPV tests per year, is the largest market in which we have yet to implement DTC advertising. In New York, where we first advertised early last year and have already achieved a penetration of more than 50 percent, we plan to build on the momentum already created to establish HPV testing as the standard of care in this most influential healthcare market."

Digene previously aired its TV ad in Atlanta, Baltimore, Boston, Chicago, Dallas, Houston, New York City, Miami, Orlando, Philadelphia, Pittsburgh, San Francisco, Tampa and Washington DC. In addition, in a pilot program, it ran its ad only on the Oprah show in the top 25 TV markets. Digene's efforts to educate and empower women to take action to prevent cervical cancer have been supplemented in recent months by a growing cascade ...