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Diagnostic Marketing Association Names Siemens Healthcare Diagnostics its 2012 Marketer of the Year

Indianapolis, IN (PRWEB) March 28, 2013

The Diagnostic Marketing Association (DxMA), serving marketing, regulatory and medical affairs professionals in the diagnostic and device market segments, today presented its 2012 Marketer of the Year Award to Siemens Healthcare Diagnostics, a global leader in clinical diagnostics. The award, which recognizes innovation by marketers seeking to highlight their company and products at the leading edge of the diagnostic industry, will be presented during the annual DxMA Global Marketing Summit to be held in Philadelphia, PA on April 24-25, 2013.

Siemens Healthcare Diagnostics was selected for its “Unsung Heroes” campaign honoring laboratory professionals.

“The Siemens Alliance with Disney and Marvel, a 12-year strategic technology and marketing alliance, has given us a unique platform to recognize laboratory professionals as heroes because they have the power to change lives for the better," said Dave Hickey, CEO of the Chemistry, Immunoassay, Automation, and Diagnostics IT Business Unit at Siemens Healthcare Diagnostics. “The campaign highlights the vital role of laboratory professionals, as well as calling attention to the impact laboratory results have on clinical decision-making and patient outcomes.”

The Siemens-Marvel collaboration developed the Marvel Custom character Pearl Powers, a laboratory professional who teams up with Iron Man in print, motion comics, and in-person appearances, The campaign was launched at the 2012 American Association of Clinical Chemistry and Clinical Lab Expo (AACC). It generated excellent results, including an increase of over 800 followers of Siemen’s Twitter account and an 8% rise in Siemens’ AACC webpage views.

“The Marketer of the Year Award is DxMA’s highest accolade,” said Bob Speziale, President of DxMA. “It identifies outstanding work that raises the bar in diagnostics marketing. Siemens’ entry stood out with its ‘Unsung Heroes’ campaign, which leverages a universally recognized action hero to call attention to the underappreciated contributions of laboratory professionals and the diagnostic tests they perform. Siemens Healthcare Diagnostics demonstrated their commitment to marketing innovation by employing a fresh and bold approach in this successful campaign, which was augmented by their collaboration with a leading provider of mass entertainment.”

For more information on attending the DxMA’s Global Marketing Summit and learning more about Siemens and their “Unsung Hero ‘Iron Man’” campaign, please click here.


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

About Siemens Healthcare Diagnostics
Siemens Healthcare Diagnostics, a global leader in clinical diagnostics, provides healthcare professionals in hospital, reference, and physician office laboratories and point-of-care settings with the vital information required to accurately diagnose, treat, and monitor patients. Our innovative portfolio of performance-driven solutions and personalized customer care combine to streamline workflow, enhance operational efficiency, and support improved patient outcomes.

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