In order to streamline its operations and reduce cost of revenues, Hologic has been adopting a few significant strategies over the past few years. The company has invested deliberately and opportunistically in commercial areas where management has recognized a good return. These include Hologic's Genius marketing campaign in Breast Health, cervical cancer co-testing initiatives in Diagnostics, along with efforts to gain competitive market share with NovaSure. Per management, these strategic initiatives are already paying off through increased brand awareness, market share gains, and price stability, all of which will contribute to the company's higher sales. On the flip side, in the second quarter of fiscal 2023, Hologic witnessed a year-over-year decline in both revenues and earnings were significantly down. The significant decline in COVID-19 assay revenues dragged total revenues down.