Dr. Keith Kaplan, who blogs over at Digital Pathology Blog recently alerted us to the fact that Definiens is taking advantage of social media like YouTube and Twitter to market their product as well as educate current and potential clients (see: Definiens on YouTube and Twitter):
Definiens has a channel on YouTube (Definiens Life TV) hand a Twitter page. The YouTube page...has some excellent videos including several webinars you can view that have been uploaded in the past week. Another excellent example of Medicine 2.0.
Here's a brief description of Definiens copied from its web home page:
Automated Image Analysis: Definiens is the No.1 Enterprise Image Intelligence company. We support customers in analyzing and interpreting images on every scale, from microscopic cell structures to satellite images....At all powers of magnification, our technology enables customers to accomplish every task of image analysis, delivering deeper insights, faster results and better decisions.
I suspect that it's no accident that a relatively small digital pathology company like Definiens has been much quicker than, say, the large in-vitro diagnostic companies like Roche, Beckman Coulter, and Siemens, to understand the value of social media like YouTube and Twitter. I can only speculate about why this is so. Perhaps the executive leadership in the digital pathology companies is younger and more comfortable with the use of the social media. Perhaps they are attracted by the lower cost of viral marketing. Or perhaps they are more aware of the value of the digital videos posted on YouTube because "images" are an essential component of their business.
Webinars are a teaching resource that keep on giving after their initial creation because, as Definiens has quickly learned, they can be recorded and posted on Definiens Life TV for continuing training and eduction purposes. Recall that this is an era in which pathologists and medical technologists can watch YouTube videos at work with their smart phones. What a great opportunity to provide video's, for example, that can provide on-site specific guidance when troubleshooting problems with a laboratory instrument and perhaps avoid a service call.
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