FONAR LAUNCHES NEW ADVERTISING
CAMPAIGN TO SURGEONS AND RADIOLOGISTS
MELVILLE,
NEW YORK, April 12, 2007 - FONAR Corporation (NASDAQ-FONR),
The Inventor of MR Scanning™,
has launched a compelling new advertising campaign, directed to surgeons and
radiologists. The goal of the advertising, which is also aimed
at primary care physicians and hospital administrators, is
to make Upright™ MRI a necessity, not a choice.
The
advertisements are scheduled to appear in leading medical magazines,
including Spine, JAMA, Diagnostic Imaging, Radiology, and Radiology
Today.
The
ads have already appeared in the March issues of Spine and Radiology
Today.
The
dramatic 2-page, full-color advertisements point out the unique
advantages of the Fonar UPRIGHT™ Multi-Position™ MRI,
with emphasis on the message that is most compelling to surgeons
and radiologists: Position™ imaging can significantly improve
surgical outcomes.
The
campaign features an entirely new, cutting-edge look. All the advertisements
are vibrant 2-page, 4-color spreads, intended to present the dual
benefits of more accurate diagnosis and wide-open patient comfort.
The
initial advertisement features a book from the AMA Press, Guides
To The Evaluation of Permanent Impairment, with the headline “AMA
Indicates Why You Must View Spine Problems in Upright Flexion and
Extension.”
The
advertisement uses persuasive quotes from the book. The first quote
states, “The dominant motions at both the lower cervical
and entire lumbar spine, where most clinical pathology occurs,
are flexion-extension.” The second quote says “… in
up to 85% of individuals who report back pain, no pain-producing
pathology can be identified.”
The
advertisement also contains illustrations from the book, showing
the diagnostic positions for UPRIGHT™ flexion and extension.
The
ad includes a revealing case history that compares an image of
the spine in the Upright-Neutral position and in Upright-Flexion,
with the second image revealing an “unsuspected disc herniation
on extension.”
The
ad also contains a quote from the director of the largest orthopedic
hospital in the Netherlands and chairman of spine surgery, Dr.
Paul Pavlov, who stated, “… once Fonar made available
upright weight-bearing MRI imaging technology, owning one for the
St. Maartenskliniek “Spine Center” was not optional,
but mandatory. For our hospital to continue to engage in spine
surgery without it, once this new technology became available,
was unacceptable.”
To
communicate the quality of Fonar products, the campaign presents
a summary of the heritage of Fonar as the inventor of MRI scanning,
with the intention of building the Fonar brand and, along with
it, wide acceptance of Fonar’s advanced technology.
The
first advertisement has already produced telephone calls to Fonar
about purchasing the UPRIGHT™ MRI and about scheduling UPRIGHT™ MRI
scans.
The
campaign was created by the new Vice President of Advertising,
Tom Attea, who recently joined Fonar from Leapfrog Advertising
to devote himself full time to communicating the unique benefits
of the Fonar UPRIGHT™ Multi-Position™ MRI.
About FONAR
FONAR{reg-trade-mark} was incorporated in 1978, making it the first, oldest
and most experienced MRI
manufacturer in the industry. FONAR introduced the world's first commercial
MRI in 1980, and went public in 1981. Since its inception, FONAR has installed
hundreds of MRI scanners worldwide. Their stellar product line
includes the FONAR UPRIGHT™ Multi-Position™ MRI (also known as
the STAND-UP™ MRI), the only whole-body MRI that performs Full Range
of Motion™ (ROM)
Multi-Position™ imaging (mpMRI™) that enables patients to be scanned
in numerous weight-bearing positions, i.e. standing, sitting, in flexion, in
extension and, in particular, in the position that generates symptoms, so that
a picture can be obtained of the actual pathology giving rise to the patient's
symptoms (e.g. pain). The scanner also performs all the scans of a conventional
MRI with the patients in the usual lie-down position. The FONAR UPRIGHT™ Full
Range of Motion™ (ROM) Multi-Position™ MRI often sees the patient's
problem that other scanners cannot, because they are lie-down only. Approximately
85% of patients are scanned sitting while they watch a 42" flat screen
TV.
#
The Inventor of MR Scanning™,
Full Range of Motion™, STAND-UP™, UPRIGHT™,
Multi-Position™, pMRI™, True Flow™, Walk-In™ and
The Proof is in the Picture™ are trademarks of FONAR Corporation.
This release may include
forward-looking statements from the company that may or may not
materialize. Additional information on factors that could potentially
affect the company's financial results may be found in the company's
filings with the Securities and Exchange Commission.
###
FONAR Corporation
110 Marcus Drive
Melville, N.Y. 11747
Tel. 631-694-2929
Fax. 631-390-9540
Email sales@FONAR.com
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