How to Start a (Brain Imaging) Revolution: Developing Cubresa’s Technical, Clinical, and Marketing Strategy to Launch the BrainPET Scanner

Cubresa is building the BrainPET, the world’s first commercial brain-dedicated positron emission tomography (PET) insert for a magnetic resonance imager (MRI). The BrainPET will give doctors and scientists a powerful tool to visualize the human brain with near-unparalleled resolution and sensitivity, providing a clear picture of the interconnectedness of structure/function in this complex organ. This is key to understanding the dynamics of neurological disease and in turn, developing effective treatments for conditions ranging from Alzheimer’s and brain cancer to psychiatric illnesses like depression.

?We will engage 3 interns over 4 months to address BrainPET positioning. In performing technological, clinical, competitive, and primary/secondary market analyses, our interns will help Cubresa assess the clinical research medical imaging environment and identify the ideal target client and the BrainPET’s ‘killer apps’ – those applications for which the BrainPET is ideally suited. This is critical for Cubresa to craft the perfect message and launch the BrainPET successfully into a captive market. From an outbound perspective, engaging with user groups through social media channels will help us ensure that Cubresa is sending a clear message about what the BrainPET is, what it can do, and how its introduction will transform the brain imaging landscape.

Faculty Supervisor:

Roland Auer;Marjorie Delbaere

Student:

Partner:

Cubresa Inc

Discipline:

Life Sciences

Sector:

Manufacturing; Professional, scientific and technical services

University:

University of Saskatchewan

Program: