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Becton-Dickinson

This article was originally published in The Tan Sheet

Executive Summary

Sensability Breast Self-Examination Aid scheduled for July 15 launch. The kit includes a self-examination pad, a reference guide and an instructional video available in both English and Spanish and will retail for $29.99. Becton is backing the product with a five-year warranty and is offering a $5 mail-in rebate. Fifteen-second TV spots, created by New York City-based Grey Advertising, will begin airing in the fall and will appear during syndicated daytime programs such as Oprah and The Rosie O'Donnell Show as well as on the Lifetime and A&E cable networks. The pad is a 10-inch diameter, two-layer polyurethane "breast shield" containing a small amount of silicone lubricant and is meant to provide an "easier and more comfortable exam." Becton is detailing the product to physicians and OB/GYNs
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