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Biotech companies go viral

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Biotech companies are going viral. In an attempt to attract potential buyers, companies such as Agilent Technologies are using viral marketing strategies, according to The San Francisco Business Times. CompareNetworks Inc., a small South San Francisco, Calif.-based life sciences and health care media company, is producing humorous viral videos promoting polymerase chain reaction machines and other products, and getting more than 1 million views in the process. “More people are moving ad dollars online, and more are willing to try new initiatives,” said Tyler Kay, head of Compare-Networks' viral video team known as “Bison,” in the Business Times article. Bison recently created a music video for a song titled “It's Called epMotion.” The video features a lab technician being serenaded with a song about an automation product by Eppendorf International. The song includes lyrics like “Pipetting all those well-plates, baby/sends your thumbs into overdrive/and spending long nights in the lab makes/it hard for your love to thrive.” In addition to the video, Eppendorf created a section on its Web site providing fans with behind-the-scenes footage from the video shoot, desktop wallpapers, MP3 and mobile ringtone downloads of the song. —Sneh Naik
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