Siemens AG’s (NYSE: SI) Malvern division is getting into the online video craze. It is holding a contest to give away, free, one of its newly developed Magnetom Essenza Magnetic Resonance Imaging (MRI) systems to any small U.S. hospital without its own MRI that produces the best self- promotional video, as judged by online viewers. "E.R." wannabees are welcome. Siemens told us that the device normally would fetch between $800,000 and $1 million. So figure that's the promotional cost of this innovative product launch: Siemens is inviting hospitals to stuff the ballot and promote their entries in the Siemens' MRI contest to local media and anybody who can click a mouse. So far about 15 videos have been posted at www.winanMRI.com. Watch out "Scrubs," a few are actually pretty funny.
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Siemens' $1 million ad
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