Cleveland Diagnostics has relaunched its “A PSA on PSA” campaign for the third consecutive year, using Prostate Cancer Awareness Month in September to highlight the importance of prostate-specific antigen (PSA) testing and early detection.
Unlike the previous two campaigns, which primarily focused on raising awareness, this year’s initiative emphasizes action, according to Bob Rochelle, chief commercial officer at ClevelandDx.
“Often, the hardest step is starting the conversation,” Rochelle told Fierce Pharma Marketing. “In past years, we shared facts and made donations. Now, we’re encouraging men, their families, and loved ones to pledge to actively talk about prostate cancer and screening.”
The campaign’s website hosts the pledge, which includes three commitments: speak with a doctor about prostate health, encourage someone else to do the same, and help spread awareness. Signing requires only a first and last name. Each pledge triggers a ClevelandDx donation to Zero Prostate Cancer, which has agreed to match all contributions throughout September.
Prostate cancer is the second most common cancer among U.S. men and the second-leading cause of cancer-related deaths. Yet, it is highly treatable if detected early. Rochelle stressed that both awareness and engagement are essential. “Knowledge is only valuable if it leads to action,” he said.
ClevelandDx chose to continue the campaign for a third year rather than launch a new initiative, citing the benefits of consistent messaging and the success of prior efforts. “When you deliver the same message year after year, it builds momentum,” Rochelle noted.
This year’s push will expand through social media, journals, and partnerships with Zero and Quest Diagnostics. While the campaign is unbranded, the website features information about ClevelandDx’s IsoPSA test, designed to improve on traditional PSA screening.
Standard guidelines recommend prostate cancer screening beginning at age 50 for men at average risk, with testing every two years unless PSA levels are elevated. While PSA tests are sensitive, they often produce false positives. IsoPSA aims to clarify whether elevated PSA levels are due to cancer or benign conditions, potentially reducing unnecessary MRIs and biopsies.
Recent studies suggest IsoPSA can predict cancer risk over multiple years. Rochelle acknowledged that awareness campaigns may also increase demand for the company’s test, but framed the initiative as patient-centered.
“We’ll be successful if we serve patients, caregivers, and payers by offering more effective testing,” he said. “Doing well by doing good—that’s the goal.”
