Vital Images

Summary:
DDC represented Minneapolis-based medical imaging client, Vital Images, at the RSNA conference in Chicago in December 1998. This was the first time the company participated at this important industry gathering. Their Vitrea 3D high-speed imaging workstation was the most advanced in the industry and used by leading radiology departments nationwide, including UCLA, Duke, Mass General, University of Minnesota, and University of Iowa. However, the company’s status in the market needed a lift.

Strategy:
When Vital Images was originally spun off by their parent company, they landed as an OTC bulletin board stock. To help reposition the company, in January 1999 DDC hosted a press conference at the RSNA to expose the company’s innovative software package to industry leaders and trade press. We did an aggressive media blitz before and after the show and utilized members of the company’s medical advisory board, some of the top radiologists in the country, to give testimonials. This established immediate credibility.

Results:
In addition to placing many stories on Vitrea in the trade press, we arranged for an article to run on the national AP Business Wire out of Minneapolis. In three days this story boosted Vital Images’ stock from 2.5 to 5 and rocketed trading volume from 25,000 to 85,000 shares.