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Sheryl Crow Named Hologic's National Celebrity Spokesperson for New Breast Cancer Educational Campaign

Thursday, June 2, 2016 Cancer News J E 4
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Award-winning performer and breast cancer survivor to educate women about early detection and the Genius™ 3D MAMMOGRAPHY™ exam

MARLBOROUGH, Mass., June 2, 2016 /PRNewswire/ -- Hologic, Inc. (NASDAQ: HOLX) announced today that nine-time Grammy award-winning singer, songwriter and breast cancer survivor Sheryl Crow will serve as national spokesperson to educate women about a more accurate mammogram, the Genius™ 3D MAMMOGRAPHY™ exam. The Genius™ exam is the only mammogram proven to reduce unnecessary callbacks by up to 40 percent, and detect 41 percent more invasive cancers than conventional mammography alone.[1],[2]

One in every eight women will develop breast cancer in her lifetime, but if caught early, the five-year survival rate is nearly 100 percent.[3],[4] Crow, a breast cancer survivor marking 10 years since her diagnosis, understands the critical importance of early detection and is committed to ensuring women across the country are educated on the life-saving technologies available to them.

"Early detection saves lives — it's that simple," said Crow. "Women need to be advocates for their health, and that means getting annual mammograms starting at age 40 and taking advantage of the best, and most accurate, technologies available. I opted for a Genius™ exam because early detection is what saved my life — it's a woman's best chance at survival, and it's a chance we all deserve."

In April, Hologic launched a national campaign, the Better Mammogram Poll, educating women about the benefits of the Genius™ 3D MAMMOGRAPHY™ exam — which is proven to detect cancer 15 months earlier than traditional 2D screenings — as well as providing women with tools to easily find local facilities offering the Genius™ exam.[5] Crow will be an integral part of the campaign, educating women through various media efforts, including a satellite media tour and social media outreach. The campaign will continue through Breast Cancer Awareness Month 2016.

"It's an honor to join forces with such a well-known artist and breast cancer survivor days before National Cancer Survivors Day," said Pete Valenti, Hologic's Division President, Breast and Skeletal Health Solutions. "We remain resolute in our commitment to developing innovative new technologies, like the Genius™ exam, which detects more invasive cancers than conventional mammography, improving a woman's chance of survival. We look forward to working with Sheryl as we continue to spread the message that early detection saves lives."

As part of the Company's commitment to helping people survive cancer, Hologic will donate $30,000 to Stand Up To Cancer, a program of the Entertainment Industry Foundation focused on raising funds to accelerate the pace of research to get new therapies to patients quickly and save lives now. The donation is part of the Company's larger pledge to make 30 donations of up to $30,000 each during its 30th anniversary year to select non-profit organizations focused on education and healthcare.

The Genius™ 3D MAMMOGRAPHY™ exam is FDA-approved and available on the Hologic Selenia® Dimensions® system. Additional information, as well as a locator to find imaging sites offering Genius™ 3D MAMMOGRAPHY™ exams, can be found at http://mygenius3d.com/.

About Hologic Hologic, Inc. is a leading developer, manufacturer and supplier of premium diagnostic products, medical imaging systems and surgical products. The Company's core business units focus on diagnostics, breast health, GYN surgical and skeletal health. With a unified suite of technologies and a robust research and development program, Hologic is dedicated to The Science of Sure. For more information on Hologic, visit www.hologic.com.  

Hologic, 3D Mammography, Dimensions, Genius, Selenia and the Science of Sure are trademarks and/or registered trademarks of Hologic, Inc., and/or its subsidiaries in the United States and/or other countries.

Forward-Looking Statements This news release may contain forward-looking information that involves risks and uncertainties, including statements about the use of Hologic mammography systems. There can be no assurance the systems will achieve the benefits described here, or that such benefits will be replicated in any particular manner with respect to an individual patient. The actual effect of the use of the systems can only be determined on a case-by-case basis depending on the particular circumstances and patient in question. In addition, there can be no assurance that the systems will achieve any expected level of sales or market share. Hologic expressly disclaims any obligation to release publicly any updates to the data or statements presented here to reflect any change in the Company's expectations or any change in events, conditions or circumstances on which any such data or statements are based.

Media Contact: Jane Mazur 508.263.8764 (direct) 585.355.5978 (mobile) jane.mazur@hologic.com

Investor Contact: Michael Watts 858.410.8588 michael.watts@hologic.com

[1] Friedewald SM, Rafferty EA, Rose SL, et al. Breast cancer screening using tomosynthesis in combination with digital mammography. JAMA. 2014;311(24):2499-2507.

[2] Rose 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.

[3] National Breast Cancer Foundation, Inc. Stages 0 & 1: what does is mean to have stage 1 breast cancer? National Breast Cancer Foundation, Inc. http://www.nationalbreastcancer.org/breast-cancer-facts. Accessed on: March 31, 2015.

[4] Breastcancer.org. US breast cancer statistics. Breastcancer.org. http://www.breastcancer.org/symptoms/understand_bc/statistics. Accessed on: May 25, 2016.

[5] McDonald ES, Oustimov A, Weinstein SP, et al. Effectiveness of Digital Breast Tomosynthesis Compared With Digital Mammography. JAMA Oncol. 2016.

To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/sheryl-crow-named-hologics-national-celebrity-spokesperson-for-new-breast-cancer-educational-campaign-300278277.html

SOURCE Hologic, Inc.

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