SALT LAKE CITY, Sep 12, 2002 /PRNewswire-FirstCall via COMTEX/ --- First Ever Campaign for Cancer Predictive Test To Market BRACAnalysis in Denver and Atlanta -
Myriad
Genetics, Inc. (Nasdaq: MYGN), today initiated an intensive five-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 and Denver, using television, radio and print
media to carry its message of hope and help to those at high risk of cancer.
Denver and Atlanta comprise 3.2% of the target population, consisting of women
in the United States between the ages of 25 and 54, with a strong family history
of breast or ovarian cancer. Market research among 300 high-risk women
representing this population, conducted prior to the campaign, indicated that
85% would contact their doctor about having the test. An impressive 94% agreed
with the statement that "[the BRACAnalysis(R) test] is a service that I would
want my child/mother to use." The availability of the test was important enough
that 62% of the women queried felt that, "This service would motivate me to
switch to a healthcare professional providing it."
Since the introduction of the BRACAnalysis test for susceptibility to breast and
ovarian cancer, Myriad has focused its marketing and education efforts on cancer
specialist physicians and cancer centers. This effort has formed a knowledge
base in the cancer care community about the appropriate use of the remarkable
new technology that is predictive medicine. However, cancer specialists serve
those who have been diagnosed with the disease, and the greatest potential for
the technology is in the prevention of cancer. To achieve this potential, Myriad
must reach those with a family history of breast or ovarian cancer who do not
themselves have cancer. A media campaign that is directed to women with a family
history of breast cancer or ovarian cancer is the most appropriate way of
raising awareness among this group of individuals that stands to benefit the
most.
The campaign is designed to alert women with a family history of cancer to
recent advances in cancer prevention and early disease detection. It is no
longer appropriate for these women to simply consider breast cancer their
destiny, even in the context of a strong family history of the disease. Medical
interventions have been shown to be effective in lowering the risks of cancer in
these individuals. Resources and education are available through physicians and
from Myriad directly to learn more and take action to "Be Ready Against
Cancer"(TM).
Advertisements are scheduled to run during major television shows, including
"ER," "The Practice," "CSI: Miami" (premiere), "Providence," "Oprah," "Regis &
Kelli" and "The Today Show." Print media will include regional versions of
publications such as Better Homes and Gardens, The Ladies' Home Journal and
Women's Health Monitor. In all, the campaign is projected to reach over 90% of
homes in the selected markets an average of 16.5 times each.
Media guides for Denver and Atlanta highlighting the September schedules for the
advertisements are available and the broadcast advertisement is available for
preview at www.myriad.com .
Myriad Genetics, Inc. is a biopharmaceutical company focused on the development
of novel therapeutic products derived from its proprietary genomic and proteomic
technologies. The Company has established two wholly owned subsidiaries. Myriad
Pharmaceuticals, Inc. develops and intends to market therapeutic compounds, and
Myriad Genetic Laboratories, Inc. develops and markets proprietary predictive
medicine and personalized medicine products. Myriad has established strategic
alliances with Bayer, Eli Lilly, Hitachi, Novartis, Oracle, Pharmacia, Roche,
Schering AG, Schering-Plough and Syngenta.
The discussion in this news release includes forward-looking statements that are
subject to certain risks and uncertainties. Such statements are based on
management's current expectations that are subject to risks and uncertainties
that could cause actual results to differ materially from those set forth or
implied by forward-looking statements, including, but not limited to
uncertainties as to the extent of future government regulation of Myriad
Genetics' business, uncertainties as to whether Myriad Genetics and its
collaborators will be successful in developing, and obtaining regulatory
approval for, and commercial acceptance of its products, the risk that markets
will not exist for products that Myriad Genetics develops or if such markets
exist, that Myriad Genetics will not be able to sell products, which it
develops, at acceptable prices. These and other risks identified in the
Company's filings with the Securities and Exchange Commission, including the
Company's Annual Report on Form 10-K for the fiscal year ended June 30, 2001.
All information in this press release is as of September 12, 2002, and Myriad
undertakes no duty to update this information unless required by law.
SOURCE Myriad Genetics, Inc.
CONTACT: William A. Hockett, Vice President of Corporate Communications,
Myriad Genetics, Inc., +1-801-584-3600, bhockett@myriad.com
URL: http://www.myriad.com
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