DUPONT TAKES A STEP IN BREAST CANCER DETECTION
By Adnews Staff
Dupont-Merck USA introduced an imaging diagnostic agent this week to the North American market that the company says will detect breast cancer with more detail and accuracy. Called Miraluma, the products is used in conjunction with a mammography, enhancing the diagnostic image. In Canada, Miraluma will be marketed by DuPont Pharma Radiopharmaceuticals Canada. Lacroix/PNMD of Montreal has been chosen to handle North American PR and advertising for the product. The agency got the business without a review. It has been DuPont's Canadian agency for four years. Miraluma will be promoted using medical journals and brochures, as well as PR. According to DuPont, mammography accurately predicts the presence of cancer in only 20% to 30% of suspected lesions.