Case study

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Company; GE Healthcare Life Sciences (now Cytiva)

Problem statement: The IN Cell Analyzer was a high-content screening platform designed to enable rapid phenotypic image analysis of cells in vitro. While other high-content platforms focused on speed, the IN Cell Analyzer's primary advantage was its image quality, which we believed to allow better image analysis and data. But how to highlight the image quality as a differentiator in an impactful way?

Solution: To highlight the image quality, I proposed an image competition, which allowed IN Cell users to submit their best images to be judged by a panel of internal and external researchers on aesthetics and scientific information conveyed. The first prize was the winner(s) were flown out to New York, where their images would be displayed on the world's largest HD display in the heart of Times Square over a weekend.

Results: The image contest ran from 2006 to 2013, subsequently expanding to include other GE cellular imaging platforms. In that time, thousands of images were submitted by users, and many media outlets promoted the contest and the yearly winners. The marketing team utilized the images in marketing materials, and even a calendar featuring the finalists was produced. This contest had an enormous impact on the perception of these instruments among the research community.