Thane to Launch Self-Exam Product on DRTV

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Direct response agency Thane International has gained a contract to market the Aware breast self-examination kit, a product of medical technology firm Biomerica, via DRTV and retail, the companies said yesterday.

Biomerica, Newport Beach, CA, projected that the campaign could bring in about $10 million revenue over three years. Further details about the campaign were not disclosed.

Thane International, La Quinta, CA, is a $500 million a year marketing company. Thane's capabilities include infomercials and home shopping networks, catalogs and retail channels.

Biomerica produces diagnostic tests for early detection of medical conditions. The Aware product increases skin sensitivity to increase the effectiveness of self-exams.

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