Medical Device Link.

Originally Published MX January/February 2006

COVER STORY

Hospital emergency rooms aren't traditionally large-scale users of ultrasound imaging. But when a physician on the hit TV drama ER needs to examine a patient with blunt trauma to the chest or severe abdominal pain, the call that often goes out is: "Pass me the SonoSite!"

Art imitates life, and the fictional doctors of ER mirror the growing use of hand-carried ultrasound systems in nontraditional clinical applications and locations such as emergency rooms. ER also provides a creative and compelling example of how a medical device company can build a solid, widely recognized brand name in a short time.

In another instance, SonoSite launched its third-generation hand-carried ultrasound system, MicroMaxx, with a tour of the United States titled "The Art of Performance." During the debut tour, SonoSite hosted opening events at art galleries in 19 clinical markets, enabling physicians to participate in demonstrations of the MicroMaxx system and ask questions of SonoSite's sonographers.

In key cities, the clinicians in attendance also viewed a show by performance artist Jean Francois, who painted giant, spontaneous portraits of Einstein and other luminary innovators with optical effects and other mechanical illusions. Choreographed to modern rock music, Jean Francois's theatrical performances underscored the MicroMaxx system's high-quality imaging, speed, ease of use, and other cutting-edge performance features. SonoSite donated the paintings to local hospitals.

MicroMaxx systems started shipping in June 2005. Sales of the product contributed 33% of SonoSite's product revenue in the third quarter of 2005.

Copyright ©2006 MX