BioImagene PR Doing It The Apple Way…

11 03 2010

I brought this up last year with one of my first blog posts, and it looks like BioImagene is at it again.  It speaks nothing about their actual products/services, but I really think more companies should take a hint from the BioImagene Marketing Department.  In an industry that, at least in my opinion, lacks some of the excitement in spreading the word about their newest and best products/services, BioImagene is a real stand-out taking a page out of Apple’s handbook, by creating mystique and hype around product releases, and then following the hype up with grand spectacle unveilings.

I received this today from BioImagene:

What does it mean? I have little if no idea.  But that’s the brilliance of it all, because now I want to find out!

You can look at stuff like this and call them “PR stunts” or whatever, but I think there is a certain amount of merit behind a good PR campaign.  Look what it has done for Apple.  If they sell one iPad they’ve already fooled at least one person 😉

So I look forward to seeing what they have up their sleeve this year at USCAP.  I’ll be there, blogging all the way.

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One response

19 03 2010
Peter Duncan

Interesting article, and there are various marketing philosophies / approaches re: advertising tactics. As a fellow marketing guy I too like this approach for small banners; but I also advocate telling potential customers what makes you remarkable in a clear way. People tend to look at ads or banners for only a few seconds, and if something doesn’t grab you quickly, it is easy to overlook what your offering is.

As a general comment: “Digital Pathology” has just as many market sub segments as “Pathology” itself does. The pathologist who is doing translational biomarker research has different needs than the pathologist who is interested in case review. Are some of the digital pathology vendors trying to be all things to all people?

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