INDIANAPOLIS, May 1, 2012 /PRNewswire/ -- The Diagnostic Marketing Association ( DxMA), serving marketing, regulatory and medical affairs professionals in the diagnostic and device market segments, today presented its 2011 Marketer of the Year Award to Cepheid (Nasdaq: CPHD), a leading molecular diagnostics company. Presented at the annual DxMA Global Marketing Summit, the award recognizes innovation by marketers seeking to highlight their company and products at the leading edge of the diagnostic industry.
Cepheid was selected for its "Art Meets Innovation" campaign. To unveil its redesigned GeneXpert® Systems at the 2011 American Association of Clinical Chemistry and Clinical Lab Expo, Cepheid partnered with Paul Jr. Designs, a world-renowned builder of custom motorcycles, to build a custom bike themed on its new GeneXpert Systems and molecular diagnostic testing. The live unveiling event was filmed for the popular Discovery Channel show American Chopper. The epic bike had to be "as cutting edge and innovative, yet as elegant as our technology," said Cepheid CEO John Bishop. An entire marketing campaign, including a road show with the bike, was developed around the 'Art Meets Innovation' theme.
"The Marketer of the Year Award is the highest accolade DxMA offers for diagnostic companies," said Robter Speziale, President DxMA. "It recognizes outstanding work that raises the bar in diagnostics marketing. In a crowded field, Cepheid stood out with its 'Art Meets Innovation' marketing campaign, by demonstrating the strongest commitment to marketing innovation, boldness and execution that symbolizes both Cepheid and its GeneXpert on-demand molecular testing technology."