John Stamos and Jodie Sweetin reunite for "The (Second) Talk" with Cologuard® tests, encouraging colon cancer screening

Rhea-AI Summary

Abbott (NYSE: ABT) launched "The (Second) Talk" campaign on March 24, 2026, reuniting John Stamos and Jodie Sweetin to encourage colorectal cancer screening for adults 45 and older.

The campaign promotes the FDA-approved Cologuard test as a noninvasive, at-home screening option; a clinical study reports Cologuard Plus detected 95% of colon cancers.

Positive

• Cologuard Plus detected 95% of colon cancers (clinical study)
• FDA-approved noninvasive at-home screening option for adults 45+
• Campaign launch date March 24, 2026 targeting adults 45+

Negative

• None.

Key Figures

Screening age threshold: 45+ years Colorectal cancer ranking: 2nd-leading cause Younger adults impact: No. 1 cancer killer <50 +2 more

5 metrics

Screening age threshold 45+ years Target age group encouraged to get screened for colorectal cancer

Colorectal cancer ranking 2nd-leading cause Second-leading cause of cancer-related deaths in the U.S.

Younger adults impact No. 1 cancer killer <50 Leading cause of cancer death among people under 50

Survival when detected early 91% survival rate Colorectal cancer 5-year survival when detected early

Cologuard Plus detection rate 95% of colon cancers Detection rate for colon cancers in a clinical study

Market Reality Check

Price: $104.06 Vol: Volume 5,897,364 is at 0....

low vol

$104.06 Last Close

Volume Volume 5,897,364 is at 0.47x the 20-day average of 12,501,725, indicating muted pre-news activity. low

Technical Shares trade below the 200-day MA, with price at $104.85 versus a 200-day MA of $125.54.

Peers on Argus

ABT was down 0.58% pre-news, while key device peers like BSX (-0.71%), SYK (-1.3...

ABT was down 0.58% pre-news, while key device peers like BSX (-0.71%), SYK (-1.38%), MDT (-0.08%), EW (-0.58%) and SNN (-0.99%) also traded lower, but no peers appeared on the momentum scanner, suggesting stock-specific rather than high-conviction sector momentum.

Historical Context

5 past events · Latest: Mar 20 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Mar 20	Acquisition closing	Positive	-1.6%	Closing of Exact Sciences deal, adding cancer screening and oncology assets.
Mar 12	Clinical trial data	Positive	-1.9%	FreeDM2 trial showed improved glucose control using FreeStyle Libre CGM.
Mar 11	Brand partnership	Neutral	-0.3%	Launch of Abbott Dream Team youth soccer and health education program.
Mar 05	Litigation update	Negative	-1.8%	Update on NEC multidistrict litigation involving infant formula products.
Feb 20	Acquisition approval	Positive	+2.7%	Exact Sciences shareholders approved cash acquisition by Abbott at $105 per share.

Pattern Detected

Recent Abbott headlines, including acquisitions and positive clinical or product data, often saw mixed reactions, with some positive news coinciding with share price declines.

Recent Company History

Over recent months, Abbott announcements have centered on strategic expansion and medical innovation. The Exact Sciences acquisition, expected to add Cologuard and other cancer diagnostics, closed around March 23, 2026. Earlier, Abbott highlighted positive FreeDM2 trial data for FreeStyle Libre in Type 2 diabetes and ran brand-building initiatives like the Abbott Dream Team youth program. Despite generally constructive news, several items saw negative one-day price reactions, framing today’s Cologuard-focused campaign within a broader push into screening and diagnostics.

Regulatory & Risk Context

Active S-3 Shelf

Shelf Active

Active S-3 Shelf Registration 2026-02-23

Abbott has an effective Form S-3ASR shelf registration dated February 23, 2026, allowing it to offer various securities, including debt, common and preferred shares, depositary shares, warrants, purchase contracts and units from time to time. The filing notes 1,737,682,887 common shares outstanding and 2,400,000,000 authorized common shares as of January 31, 2026.

Market Pulse Summary

This announcement highlights Abbott’s push to expand colorectal cancer screening by leveraging Colog...

Analysis

This announcement highlights Abbott’s push to expand colorectal cancer screening by leveraging Cologuard and Cologuard Plus in a high-visibility campaign featuring well-known actors. It underscores rising colorectal cancer incidence in younger adults and emphasizes early detection, with survival cited at 91% when caught early and Cologuard Plus detecting 95% of colon cancers in a study. In context of the recent Exact Sciences acquisition, investors may watch adoption trends and future clinical or commercial updates around these tests.

Key Terms

colorectal cancer, colon cancer, fda-approved, clinical study

4 terms

colorectal cancer medical

"awkward conversations about colorectal cancer. The company is reuniting..."

A type of cancer that starts in the colon or rectum, the final sections of the digestive tract, where abnormal cells grow into tumors that can spread to other parts of the body. Investors care because diagnosis rates, treatment advances, regulatory approvals, screening technologies, and long-term care costs directly affect pharmaceutical, medical-device, diagnostics and health-insurer revenues; think of it as a major market driver in healthcare similar to how a recurring product category shapes a tech company’s sales.

colon cancer medical

"I've partnered with Abbott to encourage anyone 45 and older to get screened for colon cancer"

A cancer that starts in the colon, the large intestine, when cells begin growing out of control and form lumps that can interfere with digestion or spread to other organs. It matters to investors because diagnosis, treatment and prevention drive demand for drugs, screening tests, medical devices and healthcare services, and outcomes or regulatory decisions can change a company’s revenue outlook much like a damaged root in a garden affects the whole plant.

fda-approved regulatory

"The campaign highlights the Cologuard test, an FDA-approved, noninvasive screening option"

FDA-approved means a medical product, drug, device or treatment has passed the U.S. Food and Drug Administration’s review for safety and effectiveness for a specific use. Think of it like a formal safety and performance seal that allows the product to be marketed for that purpose in the U.S.; for investors, approval reduces regulatory uncertainty, enables sales and reimbursement pathways, and can materially affect a company’s revenue prospects and valuation.

clinical study medical

"In a clinical study, the Cologuard Plus® test detected 95% of all colon cancers"

A clinical study is a research process that tests how well a new medicine, treatment, or medical device works and whether it is safe for people. It often involves volunteers and follows a structured plan to gather evidence about the product’s effectiveness. For investors, clinical studies are important because successful results can lead to new products, increased sales, and potential growth for the companies involved.

AI-generated analysis. Not financial advice.

• Potentially awkward conversations and 90s nostalgia combine to drive accessible screening for adults 45+
• Learn more at Cologuard.com/TheTalk

ABBOTT PARK, Ill., March 24, 2026 /PRNewswire/ -- Abbott (NYSE: ABT) today announced a new campaign encouraging people to stop avoiding awkward conversations about colorectal cancer. The company is reuniting beloved sitcom family members, John Stamos and Jodie Sweetin, for "The (Second) Talk" campaign – because when it comes to colon cancer screening, even adults need another trusted adult for advice.

"The (Second) Talk," brings back TV's favorite uncle and niece duo to spoof "the talk" for a nostalgic, sitcom-style skit to remind people that while colon cancer may feel uncomfortable to discuss, screening is too important to delay. The new campaign will be featured across social platforms, encouraging adults 45 and older to get screened for colorectal cancer – the nation's second-leading cause of cancer-related deaths,¹ and the number one cancer killer of people under 50.²

"I've partnered with Abbott to encourage anyone 45 and older to get screened for colon cancer," says actor and musician John Stamos. "It really doesn't have to be awkward – I've used the Cologuard^® test myself to stay ahead of it. Easy, done, peace of mind. Take care of your health – you'll thank yourself later."

The campaign highlights the Cologuard test, an FDA-approved, noninvasive screening option for adults 45 and older who are at average risk for colorectal cancer. The test is prescribed by a healthcare provider and shipped directly to a patient's home, allowing people to screen on their own schedule without special preparation or dietary changes.

"I'm not 45 yet, but I know how important it is to start screening for colorectal cancer right at 45," says actor, comedian, and director Jodie Sweetin. "I plan to talk to my doctor about using Cologuard because I know how easy that can make it to get screened. I don't even have to leave my house! I've seen the toll colorectal cancer can take and want to encourage others to stay on top of their health."

Colorectal cancer is increasingly affecting younger adults, with cases rising among people under 50.² Yet screening remains one of the most powerful tools to help prevent the disease or catch it early, when it is most treatable. When detected early, colorectal cancer has a survival rate of 91 percent.^3,* In a clinical study, the Cologuard Plus^® test detected 95% of all colon cancers, as well as many pre-cancers.⁴ When precancers are detected from screening, they can be removed before advancing to cancer.

"We've all had awkward conversations with our loved ones," says Jeremy Truxal, vice president of marketing for screening, Abbott. "It's time to lean in on conversations about colorectal cancer because skipping or delaying screening can have serious consequences. Our goal with this campaign is to remind people that screening can be simple and accessible – and that taking this step is important."

To watch the campaign video and learn more about colorectal cancer screening options, visit Cologuard.com/TheTalk.

*Based on 5-year survival rates 

About the Cologuard^® and Cologuard Plus^® tests
Developed in collaboration with Mayo Clinic, the Cologuard and Cologuard Plus tests are first-line, noninvasive colorectal cancer (CRC) screening options for adults aged 45 or older who are at average risk for the disease. The Cologuard test revolutionized CRC screening by detecting specific DNA markers and blood in stool associated with cancer and precancer, allowing patients to complete the collection kit at home without special preparation or time off, and return the kit to the lab for results. It is included in national screening guidelines from the American Cancer Society (2018) and the U.S. Preventive Services Task Force (2021). Since its inception in 2014, Cologuard has been used to screen for CRC more than 23 million times.

Building on this success, the FDA-approved Cologuard Plus test raises the performance bar even further and features novel biomarkers, improved laboratory processes, and enhanced sample stability. Through high performance, the Cologuard Plus test is designed to reduce the likelihood of false positives, helping to minimize unnecessary follow-up colonoscopies. Both tests demonstrate Abbott's commitment to improving CRC screening access and outcomes.

About Abbott
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 122,000 colleagues serve people in more than 160 countries. Connect with us at abbott.com and on LinkedIn, Facebook, Instagram, X and YouTube.

References

1. Siegel RL, Wagle NS, Star J, et al. Colorectal cancer statistics, 2026. CA Cancer J Clin. 2026;e70067.
2. Siegel RL, Wagle NS, Jemal A. "Leading Cancer Deaths in People Younger Than 50 Years." JAMA. Published Jan. 22, 2026. https://jamanetwork.com/journals/jama/fullarticle/2844189
3. Itzkowitz, S. Incremental advances in excremental cancer detection. J Natl Cancer Inst. 2009 Sep 16;101(18):1244-58.
4. Cologuard Plus™ Clinician Brochure. Madison, WI: Exact Sciences Corporation.

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SOURCE Abbott

FAQ

What does Abbott announce about Cologuard on March 24, 2026 (ABT)?

Abbott launched "The (Second) Talk" campaign to boost colorectal screening among adults 45 and older. According to the company, the campaign features John Stamos and Jodie Sweetin and promotes the FDA-approved, at-home Cologuard test as an easy screening option.

How effective is Cologuard Plus for detecting colon cancer (ABT)?

Cologuard Plus detected 95% of colon cancers in a clinical study, indicating high sensitivity. According to the company, this detection rate refers to study results and supports Cologuard as a noninvasive screening option for adults 45 and older.

Who is the Cologuard campaign aimed at and why (ABT)?

The campaign targets adults aged 45 and older to increase screening rates and early detection. According to the company, screening at 45+ is advised because colorectal cancer is rising in younger adults and early detection improves outcomes.

What are the benefits of using the at-home Cologuard test (ABT)?

Cologuard is an FDA-approved, noninvasive test prescribed by a provider and shipped to the home for convenient screening. According to the company, it requires no special prep or dietary changes and can be completed on the patient's schedule.

What survival advantage is cited for early detection of colorectal cancer (ABT)?

Early-detected colorectal cancer has a reported 91% five-year survival rate, highlighting screening importance. According to the company, finding cancer early or detecting precancers can enable treatment or removal before progression, improving outcomes.