Bradley Pharmaceuticals’ Doak Dermatologics divisionlaunched its Skin Cancer Screening Tour, a corporate campaign featuring a38-foot “Mobile Diagnosis Vehicle” popping up at sun-drenched events throughoutthe summer.
Doak manufactures Solaraze for precancerous actinickeratosis, the most common precancerous skin condition. Together with PR firmBiosector 2, and partnering with the Skin Cancer Foundation, the bus debuted atSan Francisco’s Fisherman’s Wharf in March and will end the tour in New YorkCity in October.
The tour is soaking up local media coverage and vying for aplace 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 ofmalls and beaches, particularly targeting the more cancer-prone fair-skinned.
Examinations, performed by board-certified local volunteerdermatologists, last from two to five minutes. After exposed areas areinspected with a special magnifying glass, visitors are asked to fill out arisk-assessment form and can give contact information for follow-up materials.
From the June 01, 2006 Issue of MM+M - Medical Marketing and Media
