Breakthrough pregnancy test to reinvigorate category

01 September, 2010

The pregnancy testing category will get a major boost this September when Clearblue launches 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 when she conceived, if she is pregnant.

This groundbreaking pregnancy test from World's no.1 selling pregnancy test brand has built upon the benefits, top accuracy and unmistakably clear Digital results, of the original Clearblue Digital Pregnancy Test, but has the unique advantage of the additional 'Conception Indicator' feature to give women double confirmation.

Results of a consumer study conducted by Clearblue in July, showed 89 per cent of women would find it useful to learn how many weeks along they are at the same time they discover they are pregnant.

Dr Jayne Ellis, Director of External Affairs for Clearblue said that "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 double confirmation about their pregnancy as soon as the 'Pregnant' result is confirmed."

When it comes to pregnancy tests, 79 per cent of women said they have used an at-home pregnancy test in the past, including 97 per cent of who consider them to be reliable.

In laboratory tests, Clearblue Digital Pregnancy Test with Conception Indicator is more than 99 per cent accurate in detecting pregnancy, when used from the day the period is due. The Conception Indicator result is 92 per cent accurate at indicating when a woman conceived.

How the test works
Extensive clinical studies have pinpointed the different levels of hormone required to measure how far along a pregnant woman is from conception. By measuring the hormone levels, the Clearblue Digital pregnancy test with Conception indicator can determine if conception took place 1-2, 2-3 or more than 3 weeks ago.

When a woman becomes pregnant her body starts to produce the pregnancy hormone, human Chorionic Gonadotrophin (hCG). The amount of hCG in the body doubles approximately every 2 to 3 days in the early stages, and reaches a maximum at around 7 to 12 weeks into the pregnancy. Clearblue pregnancy tests work by detecting the presence of hCG in a woman's urine.

Clearblue Digital Pregnancy Test with Conception Indicator uses Smart Dual Sensor technology to detect hCG in a woman's urine. The first sensor tests for the Pregnant / Not Pregnant result which is displayed in words on the digital display screen.

If the result is 'Pregnant', the first sensor then works in conjunction with the second hormone sensor to detect the level of human Chorionic Gonadotrophin (hCG) in the urine to indicate when conception took place.

It is this Smart Dual Sensor technology that makes the Clearblue Digital with Conception Indicator the only pregnancy test capable of delivering two pieces of information. 

How the results are 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. If the result is negative the user will see a 'Not Pregnant' reading only on the screen.
As with the original Clearblue Digital Pregnancy Test, the 'Conception Indicator' is a one-step rapid test designed to be used once before disposal. It will be available nationally from mid-September 2010 in a single pack (RRP $19.99) and double pack (RRP $25.99).

For more information on the Clearblue Digital Pregnancy Test with Conception Indicator and other products in the range, contact your Clearblue representative on 1800 806 873. Further information is available at