DiGene's HPV Test on Radio in 12 Major Markets

Kevin O'Leary: We always knew that it would be the right thing to do because we saw Evan Jones, the CEO of DiGene, made the decision to market the first HPV test on radio in 12 major markets around the US. So we didn't think it made sense for us to do right out of the gates. In nine weeks, we were up 90%. We're up 10% over the five markets that were growing really quickly over the five control markets. And then we said, let's put $25 million on to cable television, only cable television,.