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As big names in pharma continue to invest in women’s sports, smaller healthcare players are also chiming in.
Diagnostics and medical imaging company Hologic is the latest health company to take a step into women’s sports with a partnership with Women’s National Basketball Association (WNBA) star Erica Wheeler to boost Pap and HPV screenings among women.
Launched at the start of the year, the campaign, “Ultimate Defense,” focuses on preventive care for cervical cancer. It features Wheeler highlighting the importance of being screened for cervical cancer and sharing her personal story of losing her mother to the disease.
Michelle Janisch, VP of marketing at Hologic, notes the campaign builds off Hologic’s other work in women’s health but also seeks to take advantage of the increased activity and momentum in women’s sports.
“I have a daughter, so women’s sports has been huge in our household, whether it be the WNBA or Olympics,” Janisch said. “It’s a great opportunity to take advantage of that moment and capture a wider audience… and take advantage of the magic of working with Erica to promote women’s health.”
The campaign features a minute-long PSA where Wheeler is shown playing basketball on the court, and explaining why a dual screening of Pap and HPV can help identify cervical cancer cases for women over the age of 30.
“Before losing her to cervical cancer, my mom taught me a great defense protects from every angle,” Wheeler says in the PSA. “On the court, the best defense is all about coverage… When it comes to protecting yourself from cervical cancer, the best defense starts with screening.”
Hologic has relied on female celebrities in the past to help bring attention to women’s health screening. In 2022, the company featured Mary J. Blige in its routine health screenings campaign. It also previously held a partnership with the Women’s Tennis Association Tour.
Janisch notes that she’s excited to see pharma and healthcare companies continue to invest in women’s sports.
“People didn’t always talk about women’s health matters — they were kind of behind closed doors,” Janisch explains. “As a mom, the idea that you can talk freely about things — and that women athletes have taken this seriously — is awesome to see.”
