More information and more answers for pregnant women:
NEW breakthrough pregnancy test is FIRST to indicate when conception occurred
Clearblue introduce the NEW, breakthrough Clearblue Digital Pregnancy Test with Conception Indicator - the FIRST and ONLY home pregnancy test that is so advanced it is capable of telling a woman both if she is pregnant, and indicating when she conceived.
This ground breaking pregnancy test from the UK’s leading pregnancy and fertility brand maintains all the benefits, top accuracy and reliability of the original Clearblue Digital Pregnancy Test, but has the unique advantage of the additional ‘Conception Indicator’ feature which answers the second question women ask when they think they might be pregnant.
The desire for a Conception Indicator test was one of the key insights generated from years of qualitative consumer research. Women consistently mentioned how much they wanted to know when they conceived, upon discovering their pregnancy. Quantitative research also reiterated the need for additional information, as women claimed they wanted secondary confirmation of the pregnancy so they had the confidence to begin planning next steps as soon as possible.
How does the test work?
Once a fertilised egg implants in the uterus wall a woman’s body produces the pregnancy hormone, hCG. This rapidly increases during the early weeks of pregnancy and is present in urine. It is this hormone that pregnancy tests detect when confirming a positive result.
The new test works in a similar way but it has Smart Dual Sensorä technology so instead of one hormone sensor inside the device, there are two. If hCG is present, signifying a ‘Pregnant’ result, the combination of both sensors monitoring the concentration of hCG estimates when conception occurred, providing the unique Conception Indicator result.
How are results shown?
When urine is applied to the absorbent sampler the test is activated and automatically calibrates itself. A ‘Wait’ symbol on the LCD display screen indicates the test is working. Within three minutes an easy to read result is displayed.
If the test is positive, ‘Pregnant’ will be indicated in words on the display along with the Conception Indicator result. This is displayed as an estimate of how many weeks have occurred since conception: 1-2 weeks, 2-3 weeks or 3+ weeks. It is the Smart Dual Sensor™ technology that makes the Clearblue Digital Pregnancy Test with Conception Indicator the only pregnancy test capable of delivering two results.
If the result is negative the user will see a ‘Not Pregnant’ reading only on the screen.
No test is more accurate
Extensive clinical studies have pinpointed the different levels of hCG required to estimate when conception occurred. Dr Jayne Ellis, Director of new product development comments: “The Conception Indicator is something we have been researching for a number of years, and the final product is unique. We are excited to be able to offer women more valuable information about their pregnancy as soon as the ‘pregnant’ result is confirmed.”
In laboratory tests, Clearblue Digital Pregnancy Test is more than 99% accurate in detecting pregnancy, when used from the day the period is due. The Conception Indicator result is 92% accurate at indicating when a woman conceived, and when using the first urine of the day. As with the original Clearblue Digital Pregnancy Test, the ‘Conception Indicator’ is a one-step rapid test designed to be used once before disposal.
NEW Clearblue Digital Pregnancy Test with Conception Indicator will be available from July 2008, RSP £9.99 (1 stick), RSP £13.99 (2 sticks) .
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Note to editors:
A doctor will calculate the stage of pregnancy based from the first day of the woman’s last period. Conception usually occurs around 2 weeks after this, depending on the woman’s cycle length. The Conception Indicator provides an estimate of when a woman conceived.
Full details of the complete range of Clearblue products are available at www.clearblue.info/uk
For further information please contact:
Fleishman-Hillard, 40 Long Acre, LONDON, WC2E 9LG
Jo Berry 0207 395 7163
Nicola Gardner 020 7395 7025
Emma Padden 020 7395 7063