Affymetrix brings in De Facto for Europe push

Californian gene-chip technology firm Affymetrix has launched a fresh PR push targeting journalists including healthcare writers as it bids to raise awareness of its corporate brand across Europe.

Affymetrix is using De Facto Communications to handle European PR on a project basis as it bids to highlight research work that takes place using its technology, which enables scientists to identify the genes implicated in disorders such as autism, cancer and sudden infant death syndrome.

Upcoming PR work will promote stories such as the fact that Erasmus University Medical Center Rotterdam is to become the first hospital to use Affymetrix microarrays in virtually every disease area in the institution.

The De Facto account team reports to California-based associate director of PR Wes Conard.

Affymetrix has formerly been promoted by Northbank Communications.

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