From Maverick Start-Up to Marketing Champ in Six Months

Originally Published MX September/October 2005

ADVERTISING, DISTRIBUTION, & SALES

In early 2004, executives at Zonare Medical Systems Inc. (Mountain View, CA) faced the daunting challenge of launching a new company, a new technology, and a new product all in less than six months. It was the equivalent of David versus Goliath for Mark Miller, Zonare's vice president of sales and marketing, pitting a tiny start-up against the world's largest global companies.

Award-winning team members for the Zonare Medical Systems campaign (from left): Steve Johnson, Epic Brand Communications; Mark Miller, Zonare; Paul Shortley, Epic. Photo courtesy Medical Marketing Association. (click to enlarge)

Zonare, developer of a technology called Zone Sonography—the first new ultrasound image-capture technology in 20 years—was a young company with limited marketing and sales resources. Miller had to find a way to make an impact at RSNA, the Radiological Society of North America's trade show and one of the largest such events in the world.