These interviewees consult with pharmaceuticals, medical devices and diagnostics, and biotechnology companies to help them design and manage their advertising, marketing and sales activities. They share their views and experiences in this exclusive interview with Diagnostic Insight.

DIAGNOSTIC INSIGHT

How do you view the general environment for IVD companies in 2002?

BERNSTEIN

I have noticed that particularly in the IVD sector, consolidation continues to be a challenge. From a marketing communications perspective, we continue to work with our clients in helping them understand that they are not just selling and growing product portfolios, that they truly need to focus on bigger-picture solutions. Products come and go. It's the companies who stand out for their service, value, and education that will make a difference and see a difference. We are seeing that this is absolutely true with our in vitro diagnostics clients.

DIAGNOSTIC INSIGHT

This is an interesting point, it has been seen that companies that do invest in the areas you just mentioned, but do not have exemplary products may see that their sales increases are not commensurate with their investment. How do you address this?

BERNSTEIN

Well, you do need good products, it's just that you also need a good name. Our clients don't have the large budgets or name recognition of the pharmaceutical companies. This makes it even more important to align objectives with the bottom line. Companies can do this by being very focused on who their target audiences really are and how can they influence them within particular hospital sites, or out patient centers. This helps them get the most bang for the buck. We advise them to go deep and not wide. This is a strategy that we feel shows the biggest gain - strategies that are segmented to the targets in a very narrow way and have clearly defined objectives. The strength of your brand grows as your value to those customers increases. Word gets around.