CHICAGO - One of the most venerable names in medical imaging is set to be retired. Cleveland multimodality vendor Picker International is using this week's RSNA meeting to announce that it is changing its name to Marconi Medical Systems as part of a corporate rebranding effort.
Picker is highlighting the Marconi brand on its redesigned RSNA booth. The company will continue to use the Picker name over the next year, but eventually it will be phased out, according to Fred Parks, CEO of the company.
The changes are part of a global branding initiative launched by Picker's parent company, General Electric Co. plc of the U.K. GEC is changing its name to Marconi plc, effective Dec. 8, and the Marconi name will be used for all the conglomerate's corporate holdings, including Picker, Parks said. GEC has been in the midst of a year-long effort to remake itself into a global telecommunications and high-technology powerhouse, and is shedding non-core business units like its defense division.
GEC is making the change in part to eliminate confusion between the company and General Electric of the U.S., with which it is not related. Adopting a unified name for all its subsidiaries will also allow the company to benefit from corporate branding initiatives such as those used by Picker's multinational competitors, such as GE, Philips, and Toshiba.
Marconi plans to launch a $50 million advertising campaign to create awareness of the Marconi brand, which is better known in Europe than the U.S., according to Picker spokesperson Rob Spademan. Marconi is one of the many companies in GEC's corporate portfolio, and its lineage as a communications firm dates back to 1910.
Other aspects of Picker's business won't change, according to Parks. Picker is enjoying a record year of revenues and profits, and is eyeing potential deals that could help the company grow further. In particular, the company hopes to increase its investment in the growing image management segment.
By AuntMinnie.com staff writersNovember 28, 1999
