When SenoRx developed its new multi-lumen balloon catheter, Andersen Jones named it Contura, because it was the first MLB that could be precisely shaped to the breast cancer lesion. The new brand launched a revolution in APBI, reducing the radiation cycle from 30 days to 5 days. Contura quickly became the leader in MLB technology and C.R. Bard soon acquired SenoRx for a cool $200 million.