Robert Krensel, XVIVO Account Manager and Marketing Director, gives his thoughts on the growing use of digital video in Pharma marketing.  Russ Ward interviews Robert at the E-Pharma Summit in Philadelphia, Pennsylvania. Click here to watch the interview.

In Fall 2009 XVIVO received Awards of Excellence from The RX Club for our animation, Zirus Antivirotics, and interactive program, Fertility Treatment Cycle.  Visit The RX Club site here and scroll down to see!

By Robert Krulwich

It starts very simply. A virus, just one, latches on to one of your cells and fools that cell into making lots more. Lots, lots more, like a million new viruses. This animation shows you how viruses trick healthy cells to join the dark side.

David Bolinsky and his team at XVIVO designed this animation for a research company called Zirus (and we thank Zirus for letting us play with their pictures). Bolinsky says what you see in the video actually happens much, much faster in real life — in a fraction of a fraction of a second. So this is a very slow motion version of cellular activity.

And for those of you who were wondering, yes, the designers did add color. Proteins, DNA, organelles, and the teeny things inside a human cell are so small, and the insides of cells are so dark, that for all practical purposes, they are colorless.

So the copying molecule isn’t really pink. But once you decide to colorize, pink is just as accurate as maroon or yellow.

Read full story on the NPR web site.

We had a chance to catch up with David Bolinsky, co-founder of XVIVO, a company that does some amazing animations for the life science companies and organizations. We asked him to briefly speak about what his company does and how high quality visualization can help people understand medical concepts.

Watch the talk here. Or below.

Join the faculty and graduate students in biomedical visualization at UIC on October 22 and 23 as we host the 2009 Frank Armitage Lecturer, David Bolinsky, Medical Director and Partner of XVIVO. The process of making the complex and microscopic understandable and dramatic is what David strives for in his medical animations. His participation with Harvard’s Biovisions in creating “The Inner Life of a Cell” has been noted by the press and Hollywood, but more importantly scholars and students. Working with schools and numerous medical and scienticific firms, David and his team have illustrated concepts from the mechanisms of medical devices to cellular action to the function of pharmaceuticals. The future-forward animation to better understand complex biological occurrences that David and his team create is worthy of the Frank Armitage name.