SGI Takes Global Genomics Marketing Campaign to a New Level
Integrated Outreach Effort Complements Groundswell of Customer Successes
FREMONT, Calif. — February 2, 2012 — SGI (NASDAQ: SGI), the trusted leader in technical computing, today announced that it has initiated a global, integrated marketing campaign targeting genomics researchers and institutions as part of a broader effort to share information about SGI high performance computing (HPC) and storage solutions now being embraced as de facto solutions of choice among this market segment.
SGI recognizes the inverse relationship between the growing complexity associated with genomics computing workflows and the cost to sequence a human genome that is spiraling downward to now equal to or less than the cost of a standard medical MRI procedure. The first ads address the speed and scale at which researchers can now solve the problems they are facing. Messages include 'Saving lives no longer takes a lifetime,' as the campaign recognizes and serves as an inspiration to those who are involved in this rapidly evolving field of study. Real customer success is captured in a number of featured white papers, case studies and webinars showcasing SGI customers including the Institute of Cancer Research in London and Mountain-View, California-based Complete Genomics as among those who are conquering these new data-intensive genomics and bioscience challenges.
"The price tag to decipher an entire human genome has come down to that of a standard CT scan," stated SGI CMO Franz Aman. "But given the enormous amount of data that's generated in each sequencing run, we see information pouring on the floor. The lack of ability to fully digest and mesh the data with additional information from sources both structured and unstructured - from genome databases to imaging, microscopy, mass spectrometry to research notes - limits the insights we can gain. Researchers need an approach that allows them to create, process, analyze, store, and share data in an easy and low-cost fashion. They want to remain genomics researchers, and not become computer scientists. This campaign pays tribute to their efforts and highlights the solutions available today."
The campaign was developed by CatapultWorks, a full-service advertising agency based in Campbell, California, and ads begin appearing on bio-itworld.com next week.
Ogilvy Public Relations
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