De Facto to promote research analysis tool

Healthcare PR shop De Facto Communications has been brought in to promote the Sheffield-based developer's VenturiOne product.

De Facto has been briefed to reposition Applied Cytometry as an independent, high-performance software developer.

The agency is also rolling out an integrated PR campaign that includes media relations, search engine optimisation and online marketing activity.

Its initial brief is to raise awareness of Applied Cytometry's rebranding from ACS and to flag up its relaunched website.

The product's generic nature means Applied Cytometry will also be able to license the technology to third-party software companies to embed into their products.

De Facto co-founder and director Kevin Payne said: 'Primarily we will be targeting people working in stem cell and cancer research.

'But this new technology will also appeal to anyone who needs fast data analysis. Obviously the new software is slightly more expensive than what is currently available, which is why we will be concentrating on promoting its benefits by harnessing key opinion-leader endorsement.'

Payne will head the account and report to Applied Cytometry marketing manager Tracey Long.