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Diagnostic Marketing Association Names Cepheid 2011 Marketer of the Year
Date:5/1/2012

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."

To learn more about the Cepheid Bike and GeneXpert campaign, visit http://www.cepheid.com/cepheid-bike/.

About DxMA (Diagnostic Marketing Association)

The DxMA builds diagnostic industry leadership by providing knowledge and opportunities for professional development and the exchange of ideas. We serve marketing, regulatory compliance and medical affairs professionals who have devoted their careers to the diagnostics and device market segments. Members benefit from continued education and insight, networking with marketers from leading diagnostic companies and service providers, and the AACC seminar and DxMA Global Marketing Summit. For more information on the DxMA, visit www.dxma.org.

About Cepheid

Cepheid (Nasdaq: CPHD) is a leading molecular diagnostics company that is dedicated to improving healthcare by developing, manufacturing, and marketing accurate yet easy-to-use molecular systems and tests. By automating highly complex and time-consuming manual procedures, the company's solutions deliver a better way for institutions of any size to perform sophisticated genetic testing for organisms and genetic-based diseases. Through its strong molecular biology capabilities, the company is focusing on those applications where accurate, rapid, and actionable test results are needed most, such as managing infectious diseases and cancer.

Contact
Debra Harrsch
Brandwidth Solutions LLC
215 997-8575
Dharrsch@brandwidthsolutions.com


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SOURCE The Diagnostic Marketing Association
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