Fujifilm is highlighting its medical imaging division in an ad campaign aimed at expanding public perception of the company beyond just cameras and photographic equipment, the New York Times reports.
"Most consumers know us for our film and digital cameras. The word 'film' in our name underscored one business," Joan Rutherford, a corporate communications vice president, told the Times.
In an announcement Thursday revealing the new campaign, Fujifilm said the first ad began running March 18, which sports the tagline "Just when you thought you knew us." That ad features a 3-D image of a heart rendered using the company's Synapse family of PACS and 3-D visualization programs.
Fujifilm, which invented computed radiography systems in the early 1980s, said it would expand its ads over the next year, possibly to focus on other products made by the Tokyo-based company, such as chemical coatings for LCD screens.
The push away from the emphasis on film is in keeping with the 78-year-old firm's actual financial returns, as the share of its revenues made up by its camera sales group is the smallest of its three main divisions.
According to a 2011 financial report on the company's website, its imaging solutions division, which includes digital cameras, color films and lab services, only accounted for 14.7 percent of total sales that year. In contrast, its information solutions sector, which includes medical imaging equipment, accounted for 41.4 percent of sales. Its documents division, which sells printers and other services, accounted for the rest.
