Hologic partners with singer Sheryl Crow to encourage mammograms

Image | Courtesy of Hologic Sheryl Crow has partnered with Hologic on promotions for breast health screenings for the past five years.

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By Monica Benevides

Medical technology company Hologic, headquartered in Marlborough, announced on Monday it is launching a campaign in conjunction with nine-time Grammy winner Sheryl Crow to encourage people to schedule mammograms that were delayed due to the coronavirus pandemic.

Certain preventative screenings dropped as much as 94% in March compared to previous years, according to Hologic. As such, the National Cancer Institute predicted some 10,000 more people in the United States will die in the next decade from breast or colorectal cancer because of delayed screenings and treatment due to the coronavirus pandemic, according to a press release announcing the campaign.

The campaign, dubbed “Back to Screening,” encourages participants to schedule a mammogram reminder on the campaign’s website, which also enters them for a chance to win tickets to a private, virtual concert with Crow, who has served as Hologic’s Genius 3D Mammography exam spokeswoman for almost five years.

"When I was diagnosed with breast cancer, a routine mammogram caught my breast cancer early, and I am here – and healthy – today, because I made my health a priority and got screened," said Crow in a statement.

The private concert with Crow will take place on Oct. 2, to mark the beginning of Breast Cancer Awareness Month.

Beyond its five-year partnership with Crow, Hologic has previously enlisted celebrities to help promote it products and health screenings; in 2018, the company partnered with sports broadcaster Erin Andrews to promote cervical cancer tests.