The Advanced Care Cholesterol Test, the only such test cleared by the Food & Drug Administration for home use, sells for $15 to $20. It allows consumers to measure their total cholesterol level in 12 to 15 minutes.
"We're introducing the product and the total category," said Jill B. Lesko, business unit director of diagnostics at J&J's Advanced Care Products division, Raritan, N.J. "We want to reach a broad target audience. Half of the adult population has cholesterol levels that put them at risk for coronary disease."
J&J has teamed with the American Heart Association to help promote the product. A Healthy Heart Report Card will go on store counters plus a $2-off coupon.
Network TV spots and print ads break in mid-August from McCann-Erickson Worldwide, New York. Spending will total $5 million for the first four months.
Professional advertising, including direct mail to doctors and print ads in trade journals, is handled by McCann Healthcare, Chicago. Spending will hit $750,000.