IVDT_In Vitro Diagnostics Technology

IVD Technology, November/December 2012

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Idaho Technology Becomes BioFire Diagnostics, Advances Clinical-Dx Goals The former Idaho Technology Inc., a Salt Lake City−based manu- facturer of diagnostics for the clinical, biodefense, and research markets, has renamed itself BioFire Diagnostics Inc. and is in the process of rebranding, a task vice president of sales and market- ing Rachel Jones estimates will take 12 months from start to fi nish. Th e company was formed in Idaho Falls, Idaho, in 1990 but moved to its current location in Utah in 1999. "Th ere has always been confusion around the name, since we are no lon- ger a company in Idaho," Jones said. She added that the goal was to choose a new name that was geographically neutral, refl ected the company's "pas- sion for innovating products that help biotech companies considering a major rebranding eff ort. "It took us roughly six months before we were ready to reveal the name internally to our employees and another month for the marketplace announcement. "Coming up with a new name is diffi cult, and typically there are a lot of people within the company that will want a say in it," she continued. Th e former Idaho Technology chose to use an outside advertising fi rm to help with the process. "Th at was incredibly use- ful," Jones said. "Th e most important Eco-Sensible Immunoassays Ready-To-Use Aqueous TMB Solvent-free simplify molecular biology," and high- lighted its expanded presence in the clinical diagnostics market. Challenges of Renaming. Jones said there were numerous concerns head- ing into the renaming and rebranding project. Th e biggest, not surprisingly for a company doing business as "Idaho Technology Incorporated" for more than two decades, was the possibility of losing recognition in the marketplace. "We are still sending out name-change announcements and continuing to use the 'Idaho Technology is now BioFire Diagnostics' [message] on virtually all of our materials so that we still incor- porate the old name with the new," Jones said. Th e company also plans to survey its markets to gauge how well the new name is catching on. "Don't underestimate the amount of work involved," Jones advises other ivdtechnology.com Eleven Varieties Available Guaranteed Stability Up to Four Years One Hour Stop Stability With Non-Hazardous Acid Adjustable To Assay For Easy Substitution Bulk & Custom Bottling Options www.kem-en-tec.com Partnering to Serve North American Laboratories 860-298-0234 kementecusa@rainbowscientific.com Windsor, CT VISIT BOOTH 4819 AT AACC 2012 IVD TECHNOLOGY | NOVEMBER/DECEMBER 2012 11

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