Doak takes skin cancer prevention on the road

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Bradley Pharmaceuticals' Doak Dermatologics division launched its Skin Cancer Screening Tour, a corporate campaign featuring a 38-foot “Mobile Diagnosis Vehicle” popping up at sun-drenched events throughout the summer.

Doak manufactures Solaraze for precancerous actinic keratosis, the most common precancerous skin condition. Together with PR firm Biosector 2, and partnering with the Skin Cancer Foundation, the bus debuted at San Francisco's Fisherman's Wharf in March and will end the tour in New York City in October.

The tour is soaking up local media coverage and vying for a place in the Guinness Book of World Records under “Most screenings in one day.” Scheduled stops include the LA Marathon and the Tampa Zoo, along with a host of malls and beaches, particularly targeting the more cancer-prone fair-skinned.

Examinations, performed by board-certified local volunteer dermatologists, last from two to five minutes. After exposed areas are inspected with a special magnifying glass, visitors are asked to fill out a risk-assessment form and can give contact information for follow-up materials. 

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