SOURCE: BioElectronics Corporation

October 06, 2010 08:30 ET

UK Debut of BioElectronics Corporation's Allay™ Device Is First to Feature Updated Design and Messaging

Company Supports Effort With Newly Filmed Commercial Segments; Diverse Media Schedule Emphasizing Women 16-34 Will Reach up to 95% of All UK Households

FREDERICK, MD--(Marketwire - October 6, 2010) - BioElectronics Corporation (PINKSHEETS: BIEL), developers of innovative pain-relieving medical devices, today announced an expansion of marketing and distribution efforts for its new Allay™ menstrual pain therapy device to the United Kingdom. The UK debut, backed by two new commercial segments generating an estimated 2.7 million impressions against the device's key demographic, marks the debut of an updated product design, packaging and marketing message for the product.

BioElectronics' Allay device is a drug-free medical device that delivers low-level energy pulses to reduce menstrual cramps, bloating and discomfort. The UK launch of Allay will be supported by a media buy of 60- and 90-second TV spots over a four-week period; the flight, which will be directed at younger, up-market women, has the potential to reach 95% of all UK households.

Also distinguishing the UK debut are a number of changes to the product's duration, product positioning and packaging, all of which are aimed at further increasing the appeal of Allay to modern women and their active lifestyles. Led by a new marketing theme, "So you can be there... and be yourself," Allay is now even thinner and more lightweight, for more comfortable and discreet wearability under clothing. The new 5 day device is priced for mass market acceptance.

"We're really excited about this new look and positioning for Allay, which is consistent with a fresher perspective on what women want today," said Georgianna Golematis, Allay product manager. "Early reaction to the changes has been more than receptive. The new product design looks and feels better -- and the tone and message of our advertising provides confidence to women who want to be at their very best, every single day."

BioElectronics' new Allay commercial segments feature testimonials from actual Allay users, along with slice-of-life footage and computer-generated graphics that communicate the reduction in pain and swelling delivered by the low-level electrical device. Recognized by the Wall Street Journal as one of the top medical innovations of 2009, Allay delivers a soft and continuous pulse to the abdominal region to treat pain and bloating. Allay treats menstrual symptoms without drugs or heat, and is sensation-free. 

The Allay broadcast campaign will include several variations of the 60- and 90-second spots, to be used in various markets for A/B testing. Spots will begin appearing the week of October 11th. For more information about the Allay device, go to

About BioElectronics Corporation:
BioElectronics Corporation (PINKSHEETS: BIEL) is the maker of safe, inexpensive, drug-free medical devices and patches that deliver pulsed electromagnetic energy, a clinically proven and widely accepted anti-inflammatory and pain relief therapy that heretofore has only been possible to obtain from large, facility-based equipment. BioElectronics markets and sells its current products under the brand names ActiPatch™, RecoveryRx™, Allay™ Menstrual Pain Therapy and HealFast™ Therapy for cats, dogs and horses. The company is headquartered in Frederick, MD. For more information, visit

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