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A cultural connection
July 2008
by Chris Anderson  |  Email the author


MILFORD, Mass.óLooking to simultaneously present a united message to the growing market for cell culture products and services, while also furthering cooperation among a host of internal divisions, Thermo Fisher Scientific announced in early June the creation of the Cell Culture Excellence Program. The program looks to leverage a variety of Thermo Fisher brands including, but not limited to, Cellomics, Dharmacon, Pierce, Nunc and Nalgene to provide cell culture products and services for researchers working in the areas of functional biology, cell-based therapeutics and diseases studies.

"The program was launched for a couple of reasons," says Jeff Goldman, marketing manger for the cell culture program. "There is the brand-building piece, which is necessary because we have many customers who may be buying products from one brand, but don't have awareness of the full array of products and the related applications they serve. Also, our application experts have put together many and will put together more application notes in specific areas of research to make it easier for our customers to have access to protocols that are directly relevant to their research."

While the program is aimed at educating life science researchers that they can get most, if not all, of the tools and reagents needed for cell culture work from a single source, it is apparent the cell culture program is also aimed long-term at creating a working atmosphere at Thermo Fisher of greater collaboration between divisions to optimize the breadth of products it has for the ever-growing cell culture segment.

"This program should really help us to talk more among the groups, from consumables to tools, and sharing more information which will allow us to better help customers with their specific research workflows," says Heidi McIntosh, product manager for Nunc cell culture and Nalgene filtration products at Thermo Fisher.

The launch of the program and the focus on cell culture also appears to be an indication of the long-running integration process within Thermo Fisher, not just from the mega-merger of the two companies in 2006, but of the host of other well-known and respected brands that have been brought into the company fold in the past few years.
"We have a historical brand name and there is always a bit of a ramp up," notes Dave Radspinner, director of marketing and customer applications in cell culture and bioprocessing. "I can tell you of a number of times we have been in our branded exhibit booth and a customer will walk up to ask what happened to Nalgene and they are standing right next to the Nalgene line."

The cell culture program, then, helps Thermo Fisher both reinforce the brand and associate product lines while also presenting to the market the breadth of products and services the company has across the enterprise to tackle not just single applications, but entire fields of research.
"Customers are always looking for a simplified process of doing their work," notes Radspinner. "Rather than working with 15 different vendors to get everything they need, they can turn to a single source and that allows them more time for their research."

Beyond the internal nuts and bolts, the program is being launched at a time when cell culture research is blossoming. In addition, government funding could play a role in helping to drive continued growth.

"We anticipate a strong market and the increased funding we are seeing in stem research is good indication of that," says Goldman. "It is a multi-billion dollar market and, until now, there hasn't been a company able to take a comprehensive approach to this market.'
Code: E070810



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