{"id":488198,"date":"2026-02-20T18:32:08","date_gmt":"2026-02-20T18:32:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/488198\/"},"modified":"2026-02-20T18:32:08","modified_gmt":"2026-02-20T18:32:08","slug":"hologics-vp-of-marketing-on-the-companys-wnba-foray","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/488198\/","title":{"rendered":"Hologic\u2019s VP of marketing on the company\u2019s WNBA foray"},"content":{"rendered":"

As big names in pharma continue to invest in women\u2019s sports<\/a>, smaller healthcare players are also chiming in.<\/p>\n

Diagnostics and medical imaging company Hologic is the latest health company to take a step into women\u2019s sports with a partnership with Women\u2019s National Basketball Association (WNBA) star Erica Wheeler to boost Pap and HPV screenings among women.<\/p>\n

Launched at the start of the year, the campaign, \u201cUltimate Defense,\u201d 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.<\/p>\n

Michelle Janisch<\/a>, VP of marketing at Hologic, notes the campaign builds off Hologic\u2019s other work in women\u2019s health but also seeks to take advantage of the increased activity and momentum in women\u2019s sports.<\/p>\n

\u201cI have a daughter, so women\u2019s sports has been huge in our household, whether it be the WNBA or Olympics,\u201d Janisch said. \u201cIt\u2019s a great opportunity to take advantage of that moment and capture a wider audience\u2026 and take advantage of the magic of working with Erica to promote women\u2019s health.\u201d<\/p>\n

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.<\/p>\n

\u201cBefore losing her to cervical cancer, my mom taught me a great defense protects from every angle,\u201d Wheeler says in the PSA. \u201cOn the court, the best defense is all about coverage\u2026 When it comes to protecting yourself from cervical cancer, the best defense starts with screening.\u201d<\/p>\n<\/p>\n

Hologic has relied on female celebrities in the past to help bring attention to women\u2019s health screening. In 2022, the company featured Mary J. Blige in its routine health screenings campaign<\/a>. It also previously held a partnership with the Women\u2019s Tennis Association Tour.<\/p>\n

Janisch notes that she\u2019s excited to see pharma and healthcare companies continue to invest in women\u2019s sports.<\/p>\n

\u201cPeople didn\u2019t always talk about women\u2019s health matters \u2014 they were kind of behind closed doors,\u201d Janisch explains. \u201cAs a mom, the idea that you can talk freely about things \u2014 and that women athletes have taken this seriously \u2014 is awesome to see.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"As big names in pharma continue to invest in women\u2019s sports, smaller healthcare players are also chiming in.…\n","protected":false},"author":2,"featured_media":488199,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[629],"tags":[49,48,82,630],"class_list":["post-488198","post","type-post","status-publish","format-standard","has-post-thumbnail","category-wnba","tag-ca","tag-canada","tag-sports","tag-wnba"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/488198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=488198"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/488198\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/488199"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=488198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=488198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=488198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}