KALAMAZOO ? Two different groups will be carrying the Michigan life sciences industry’s banner this June at the BIO International Convention in San Diego, the world’s top biotechnology trade show. What impact two separate biotech marketing groups will have on the state’s efforts to attract life sciences companies has been the subject of debate for the past month in Michigan’s biotech community.

One group exhibiting represents economic development groups in the Kalamazoo-Grand Rapids-Lansing triangle. Organizers include Kalamazoo?s Southwest Michigan First, Grand Rapids? The Right Place, and Lansing?s LEAP. It?s the third straight year that Western Michigan groups have pitched separately at BIO from the rest of the state.

One of the big differences this year is the Michigan Economic Development Corp., which lead the state?s biotech recruiting efforts at BIO?s past, has scaled back its participation and financial support, in large part due to the huge costs and the need to justify a solid return on investment, MEDC officials said.

The MEDC, after spending a month examining whether to participate at BIO, decided last week to contribute $35,000 to become lead sponsor of the West Michigan group. Sources said the MEDC in years past has spent hundreds of thousands of dollars at BIO. MEDC Marketing Director Lisa Dancsok, who declined to provide previous dollar figures, said some MEDC personnel may also participate at BIO, but that has yet to be determined.

A second group, lead by the Michigan Life Science Network, plans to represent the Michigan life science community at BIO as well. The Network is built around two virtual companies – one for bio-pharma, the other in medical devices. Its founder, Kalamazoo ad and marketing man Mike Debiak, aims to link the 600-plus life-sciences businesses in the state, with his network as an entry point for professional services companies that want to penetrate the industry.

At BIO, Debiak will focus on the services side of the equation in a small interactive booth ? just 10 feet by 20 feet ? that will be equipped with an exhibit area he calls his ?Cellular Theater.?

?I think what will be unique will be the exhibit itself, which will emphasize shortening time-to-market and emphasizing small is good,? he said. ?We?ll feature live cellular video feeds coming from Michigan that will bring visitors face-to-face on a much smaller level.?

Away from the show floor, the Network will provide its partners with a hospitality suite staffed around the clock starting a day before the BIO Conference begins on June 17. Each company will be able to entertain potential and current clients at the suite, he said.

So far, some two dozen companies have signed up with Debiak?s marketing group, paying from $500 to $5000 each. He said he won?t close registration until early June to give every Michigan life sciences services companies the chance to show off what they have at BIO.

Debiak also said having two Michigan exhibits at the vast BIO conference might not be such a bad idea.

?I hope to be able to pass visitors from our area to the West Michigan exhibit,? he said. ?We need to make both booths work together for the benefit of the state.?

Paul Neeb, a vice president at Southwest Michigan First, said he wasn?t concerned that Michigan would be represented by two different marketing groups either.

?It?s no different than what we?ve done for the past two years,? Neeb said. ?We?re highlighting the great life sciences clusters in Western Michigan.?

The Western Michigan group, which has lined up nearly 20 participants, has booked a 20 foot by 50 foot booth, plans a reception with Israeli and French companies, and has hired DCI group to generate PR and media coverage. Neeb said he?s also reached out to MichBio, the state life sciences trade association, and others unnamed potential partners to let them know they are welcome to join his group at BIO.

MichBio confirmed it will work with the Western Michigan group, but could consider working with Debiak?s network as well, spreading its brand across BIO, said MichBio Executive Director Stephen Rapundalo.

?We intend to exhibit at BIO in a way that projects the broadest statewide view of Michigan life sciences,? Rapundalo said. ?It?s not a case of us backing one, or the other. We want to be viewed as integral among the different stakeholders.?

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