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Application co-marketing deal with Promega to widen CyBio\'s market exposure
JENA, Germany—Building on informal work that has been conducted since late last year, CyBio AG announced last month a collaboration to provide validated application protocols for its liquid handling equipment with selected reagents from Madison, Wis.-based Promega. The deal is important for CyBio as it looks to enter new market areas.
"CyBio has been very strong on the front end of drug screening where researchers do the primary screens," says Mechthild Geyer, corporate strategy project manager with CyBio. "Promega has a lot of good solutions, especially on the late screens, in toxicology and so on. This gives us the opportunity to bridge to more labs where we haven't been known in the past."
In particular, CyBio is looking to leverage its technology to meet the growing demand for researchers conducting cellular assays with its CyBi-Well, CyBi-Well vario pipettors and CyBi-Drop liquid handler. According to information provided by the company, its technology combines optimized pipetting speed, secure sealing and alignment to produce an automated platform that can provide the gentle dispensing needed for cellular assays.
Both companies presented information on automation of Promega MultiTox assays with the CyBi-well pipettor and its scalability at the recent SBS show in March, which is around the time the companies began talking about creating a formal collaboration.
According to Neal Cosby, manager, drug screening at Promega, the arrangement with CyBio is similar to arrangements the company has with other tools manufacturers. "Often, a company will loan us their equipment and we can create a typical lab set-up here," he notes. "We will use our assays to create validated protocols and then will make the result available to our customers."
Cosby says Promega remains vendor neutral when it comes to this kind of collaboration, but that it is important for the company to have these data available as a service to their customers.
"Having this information is a good sales tool, researchers can see the information we provide and it can makes for an easier sale to the customer," he notes.
The promotional activity of the collaboration will take place in the presentation of posters at industry trade shows and conferences, as well as posting of the protocols on both companies' Web sites.
Future work for the two companies will incorporate additional CyBio tools, including the next generation CyBi Nanojet, called the NanojetFAP, for "flexible assay processor", which is due out later this summer.