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Update:
 Cell Robotics begins its marketing blitz
I was talking to a friend of mine, a dentist, who was laughing about buying a Biotech after it had fallen 60 points to the mid US$50s only to see it fall another 25 points to the mid-$20s.
He's a funny guy and has the right perspective about not risking more than you can afford to lose. He now knows the lesson about not "catching a falling knife" or 'stepping in front of a freight train," as they say. It is extremely risky to buy in a downtrend without waiting for some consolidation.
My recent Taipan pick, Cell Robotics (CRII – NASDAQ) has taken a hit along with the rest of the biotech sector but has managed to hold above our entry price.
CRII put out its year end numbers recently. They are as follows:
The company reported annual revenues of US$1.42 million compared to revenues of US$1.43 million in fiscal 1998, which ended Dec. 31, 1998. The net loss for 1999 was US$1.91 million, compared to a net loss in 1998 of US$1.78 million. The company also paid a preferred stock dividend of US$515,280 in 1999, and of US$274,227 in 1998, bringing the 1999 net loss applicable to common shares to US$2.42 million, or US$0.31 per share, compared to net loss applicable to common shares in 1998 of US$2.06 million, or US$0.39 per share.
But as you know, Cell Robotics isn't about what it has done in the past. It is about marketing the Lasette and generating profits in the future. Cell Robotics has made some significant advances in those areas. The company announced that an undisclosed number of additional private insurance companies have agreed to pay for the Personal Lasette. Furthermore, Medicare has agreed to pay for a child's Lasette through an exception process.
Sales — the laser game
Sales of the Personal Lasette began in mid-December of 1999 in a limited way while the bugs were worked out. These problems are now solved and Cell Robotics is starting to aggressively market its product.
Full-page color advertising will be in diabetes journals with 1,300,000 readers, a targeted mailing will be sent to 50,000 people with diabetes and the company will demonstrate the Personal Lasette to attendees at the Juvenile Diabetes Foundation conference. All of this takes place before the end of May.
Upcoming conventions
Juvenile Diabetes Foundation — May 17-21, Washington, D.C.
American Diabetes Association — June 9-13, San Antonio, Texas
American Association of Diabetic Educators — August 9-13, San Diego
Advertising
Diabetes Interview — April, May: 50,000 subscribers
Diabetes Self-Management — May, July: 500,000 readers
Diabetes Forecast — May, June, July: 780,000 readers
Direct-mailing to 50,000 people living with diabetes — Planned: April 15 mailing date
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In addition to his duties at Taipan, Chris DeHaemer is the editor of The Hammer.
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