Sierra Productions Focuses on Biomedical Multimedia
- Sara Pentz, Staff Writer
Little did Bob Settineri know early in his life that he would end up as a video production professional specializing in medical research, medical education and biomedical marketing. Today his Irvine-based Sierra Productions is internationally prominent in many phases of medical research, medical education and biomedical marketing.
"As a little boy," says his sister Elaine Hyatt, who works with him, "he had an intense interest in medicine and science. In fact, when we were young he used to take my dolls and perform surgery on them pulling their eyes out arid their legs off. He was a typical little boy," she adds.
Not really! The fact that Bob Settineri turned his incredible scientific education into video production should not come as a surprise to anyone who knows the man. Settineri graduated Cum Laud from California State University Fullerton with an MS degree in microbiology and immunology. After college he worked for Newport Pharmaceuticals as Director of Media Development where he honed his skills as a marketer, communicator and filmmaker. The company grew its business 80% under his marketing direction.
In 1987 Settineri started Sierra Productions to immerse himself in the business of marketing the sciences. His medical marketing background and his passion for science have made it possible for his videos to be seen by millions throughout the world. "We have a staff with more than 20 years experience in medical research, medical education, and biomedical marketing," explains the soft-spoken scientist. "Our company offers technical consulting in areas of biomedical product development, laboratory research, experimental design and medical product marketing."
His clients rhapsodize about his work. "No one else is doing the kinds of quality biomedical technical productions that they are doing," says Paula Lumbard, President, Filmbank.
"Sierra Productions help in producing not only excellent quality brochures, slides and videos, but also their technical knowledge in conducting clinical research has helped in the significant success of our new products," adds Jerry B. Silver, President, Davstar Industries, Ltd. Sierra Productions is actually an in-house multimedia agency specializing in biomedical communications. Sierra's services include the production of video, film and print media. The company designs original artwork, brochures, radio and TV announcements, slides, multi-image presentations and technical writing to meet the communication needs of businesses, health care professionals and the public. "Our worldwide distribution includes marketing, advertising and direct mail to corporations, research centers, universities, hospitals, physicians and the public," Settineri adds.
Sierra stands alone in its amazing video / photography of human cells through high tech microphotography and video. "We produce rare l6mm time-lapse footage of immune cells, cancer cells, micro-organisms and other wee beasties with the use of a custom built phase microscope. Our video productions also include scientific and clinical documentation for various institutions," explains Settineri. We use special effects graphics, state-of-the-art computer graphics, computer design and desktop publishing and animation where real life visuals fail to tell the full story."
The Immuno-ImageryŠ Program is the latest in a long series of unique and award-winning educational videos produced by Sierra. The Immuno-Imagery program combines recent scientific discoveries and motion picture images with the latest professional guided imagery and deep relaxation techniques. This program consists of two videotapes, a supporting audiocassette, and an illustrated guidebook. The program also contains rare time-lapse microcinematography of actual immune cells, captivating animation and a powerful narrative that illustrates how the body defends itself.
In conjunction with this program Sierra has created an award-winning marketing tool, referred to as an e-Booklet on the Immune Response. It is part of a new e-educational business called Nutraceutical Science University (NSU). "The e-Booklet summarizes in simple terms and images the amazing and extraordinary response functions of the human body and explores some of the intricacies of the body's own defenses against harmful agents in our environment," Settineri explains. Nutraceutical Science University is offering the e-Booklet Production as a free gift to anyone, completing the survey at http: / / www.nutrasciu.com or by calling (949)474-0667.
Sierra also produces biomedical and technical seminars, mini-theatricals, and training for schools, colleges and cable television. "We develop the written materials, too," notes Settineri. "These include sales training programs, product profiles, technical video scripts, numerous publications, summary reports of clinical trials, medical marketing communications, research proposals and product evaluations."
And, if that isn't enough, Sierra offers technical consulting in areas of biomedical product development, laboratory research, and experimental design for product-launch programs.
The company has received some 32 international awards for technical accuracy and creativity. Videos have been translated into eight languages, distributed in more than 80 countries and viewed by over 180 million people.
Settineri claims that keeping up with the scientific and medical professions is critical to his company's success. That's why he formed a twelve-member distinguished scientific advisory board, which includes physicians and scientists in the areas of immunology, clinical research, behavioral medicine, chemistry and psychology as well as medical marketing specialists.
Writer, producer, scientist, marketer, researcher, communicator. From dissecting dolls to winning international awards, Bob Settineri and Sierra Productions help to solve the mysteries of life. Sp
