Hologic Launches Ultimate Defense Campaign to Boost Pap+HPV Screening Volumes

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Hologic launches the Ultimate Defense campaign in the US to boost routine Pap and HPV screening and address rising underscreening rates. The initiative aims to increase diagnostic test volumes for its cytology and molecular products, potentially driving sales growth.

1. HOLX Expands AI-Driven Portable Imaging Portfolio

Hologic has joined forces with leading point-of-care diagnostics developers to integrate its proprietary software-defined imaging platform into portable, bedside devices. With the CMS ACCESS Model set to launch in July 2026 and steer Medicare reimbursements toward outcome-based care, Hologic’s solution—combining real-time AI analysis with sub-millimeter resolution—aims to capture a share of the projected $70.92 billion point-of-care diagnostics market by 2032. The company reports that its next-generation handheld scanner, currently in late-stage clinical validation, achieves image quality on par with conventional 1.5 T MRI at a fraction of the cost and has demonstrated a 25% reduction in scan time during multicenter studies.

2. Hologic Launches Ultimate Defense Cervical Screening Campaign

This month Hologic rolled out Ultimate Defense, a nationwide initiative urging women aged 21 to 65 to undergo routine Pap and HPV co-testing every five years. The campaign responds to CDC data indicating that roughly 20% of eligible U.S. women are underscreened, contributing to an estimated 13,000 annual cervical cancer diagnoses. Hologic plans to fund community outreach programs in 10 states with the highest underscreening rates, allocate $4 million to digital education tools, and partner with 500 clinics by year-end to offer no-cost testing during National Cervical Health Awareness Month.

Sources

BZ