Digene Builds on Growing HPV Awareness by Continuing Its TV Campaign in Key Markets

Digene Builds on Growing HPV Awareness by Continuing Its TV Campaign in Key Markets

GAITHERSBURG, Md., Jan. 25 /PRNewswire-FirstCall/ -- Digene Corp. (NASDAQ:DIGE) announced today that it is capitalizing on the growing consumer awareness of HPV by continuing its DTC television advertising campaign by launching it in two key metropolitan regions: Los Angeles and New York City -- the top two TV markets in the country.

The Digene direct-to-consumer campaign is designed to educate women about the benefits of testing for the human papillomavirus (HPV) as part of cervical cancer prevention. The Digene(R) HPV Test is the only FDA-approved test for high-risk types of HPV, and is approved for use along with a Pap test to screen women age 30 and older -- the group most at risk of cervical cancer.

"We have proven the effectiveness of direct-to-consumer advertising to women in regions where there also is comprehensive reimbursement; education of healthcare professionals in the field by a trained, direct sales team; partnerships with reference labs; and support by women's organizations and key opinion leaders," said Daryl Faulkner, Digene's President and Chief Executive Officer. "The Los Angeles metropolitan area, which represents a potential of more than 2.4 million additional HPV tests per year, is the largest market in which we have yet to implement DTC advertising. In New York, where we first advertised early last year and have already achieved a penetration of more than 50 percent, we plan to build on the momentum already created to establish HPV testing as the standard of care in this most influential healthcare market."

Digene previously aired its TV ad in Atlanta, Baltimore, Boston, Chicago, Dallas, Houston, New York City, Miami, Orlando, Philadelphia, Pittsburgh, San Francisco, Tampa and Washington DC. In addition, in a pilot program, it ran its ad only on the Oprah show in the top 25 TV markets. Digene's efforts to educate and empower women to take action to prevent cervical cancer have been supplemented in recent months by a growing cascade of initiatives sponsored by third parties such as the Centers for Disease Control and Prevention and Women in Government.

About Digene

A leader in molecular diagnostics, Digene develops, manufactures and markets proprietary DNA and RNA tests, with a focus on women's health. The company's flagship product, the Digene(R) HPV Test, is the only FDA-approved and CE-marked test for the human papillomavirus, the cause of essentially all cervical cancers. Digene's product portfolio also includes tests for the detection of other sexually transmitted infections, including chlamydia and gonorrhea. Digene tests are marketed in more than 40 countries worldwide. Headquartered in Gaithersburg, MD, Digene is traded on NASDAQ under the symbol DIGE. For more information, visit www.digene.com and www.theHPVtest.com.

This press release may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements are not guarantees of the future, as there are a number of meaningful factors that could cause the company's actual results to vary materially from those indicated by such forward-looking statements. Meaningful factors that could cause actual results to differ from expectations include, but are not limited to, the degree of acceptance of HPV testing by physicians and the extent of reimbursement for the HPV test by third-party payers, as well as other factors discussed in the company's Securities and Exchange Commission filings. For other factors, reference is made to the discussion in the company's annual and quarterly reports filed with the Securities and Exchange Commission.

Source: Digene Corp.

CONTACT: Investor Relations: Albert Fleury III of Digene,
+1-301-944-7000, or Evan Smith of Financial Dynamics, +1-212-850-5606, for
Digene; Media: Pam Rasmussen of Digene, +1-301-944-7196,
Pamela.Rasmussen@digene.com

Web site: http://www.digene.com/
http://www.thehpvtest.com/

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