By Michelle Wong, BioSpace.com
Since 1989, the Biospace Hotbed map has served as a powerful marketing tool which has provided exposure to a variety of biotech companies. The Hotbed map isn’t just a collection of companies plastered on paper; it is a representation of successful biotechnology companies in a specific region or cluster contributing to new developments in the industry. Updated annually, the Hotbed map acts as a timeline, tracking companies and the industry’s growth.
The Hotbed map has come a long way from being just a framed poster hanging on an office wall to becoming something ‘spectacular.’ As the biotechnology industry continues to evolve and grow, the Hotbed maps have, too. You may have seen framed Hotbed maps lining the lobbies of corporations -- showcasing them like an art gallery or you may have seen some of the maps printed on tote bags, mouse pads, calendars, and even t-shirts worn by your own colleagues. Now, the maps have broken out of its shell and are being featured on huge 13’x20’ Spectaculars. These Spectaculars are being seen by thousands and are turning the heads of many travelers both at international airports and at public transportation venues in major cities. This adds significant exposure for the featured companies.
Four of the largest Biospace Hotbeds, Biotech Bay, Biotech Beach,Pharm Country, and Genetown, have been chosen to feature Spectaculars. Pharm Country was the first to have their Spectacular campaign during the Biotech 2011 event which was held in Pennsylvania on October 24-25th. At this event, the Spectaculars were placed in front of the Pennsylvania Convention Center in Philadelphia and along bus routes which ran in front of the convention center. The companies featured on the Pharm Country Hotbed map include Regeneron, ViroPharma Incorporated, i3, Boehringer Ingelheim, Purdue, Laureate, and MedImmune, and more. The second Spectacular featured the Biotech Bay Hotbed map at the SFO International airport. Biotech Bay companies include Astex Pharmaceuticals, Bio-Rad, Celera, Gilead, MedImmune, Novartis, Rinat, Bayer HealthCare Pharmaceuticals, and more.
From being an ordinary map printed as a poster, to having the map featured as a Spectacular, you can see the positive changes that have evolved over the years. In this slow economy, the Biospace Hotbeds have continued to provide a sense of community for those who work and invest in one of the most rewarding healthcare industries and the Spectacular addition serves as a large canvas for this spotlight.
About the Author
Michelle Wong researches and writes about job search strategy, career management, hiring trends and workplace issues for BioSpace.com.
Check out the latest Career Insider eNewsletter - April 25, 2012.