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Infonaut Inc. chief executive officer Niall Wallace and his partner, chief operating officer Matt McPherson, both former IT consultants for the Ontario government, created the company after helping to craft some of the recommendations that resulted from the SARS outbreak of 2003. They understood the value of visually represented, real-time infection data, and left government to set up Infonaut to develop that technology.

Infonaut has created three software products that turn infection information into maps. All are being tested in pilot projects and will soon be marketed commercially.

One, called Infection Watch Live, is now taking data gathered at 14 hospital emergency rooms in eastern Ontario and using it to create publicly accessible maps that show exactly where in the region cases of influenza and gastrointestinal diseases are active.

This complex mapping can help monitor and stop the spread of C. difficile and other superbugs.

The third product, called Regional Watch Live, generates maps and reports for regional health professionals by merging lab test results with a range of other information.

INFONAUT INC

Make sure to present straightforward information about how the company's products might help mitigate an outbreak in the future, but do not exaggerate promises. Be upfront about the state of pilot tests, the timelines to get the software to market, and how much funding will be needed to go to full commercialization. Use respected third-party partners to endorse the products, a move that will give the company more credibility. If there are privacy concerns, spell them out and detail how they are being addressed.

Infonaut should ensure that its message is understated and that the company is not an "ambulance chaser," Mr. Lute said

But the company does need to give straightforward information about how its products might help mitigate an outbreak in the future, and not exaggerate its promises, she said. In particular, it needs to be upfront about the state of its pilot tests and include details of when full versions of its products will be available. It also must explain how much funding they will need to get there, Ms. Wilcox said.

With Infonaut, there seems to be no question that there is a public gain, he said. "If it is just an opportunistic attempt to cash in on the misfortune of others, that tends to play badly. Where a company has something that can be tied to the public interest, such as in this case ... it is very low-risk."

He suggests that Infonaut make good use of its pilot test partners, such as the counties in eastern Ontario that are testing the Infection Watch Live system.

the company should forestall any concerns over privacy issues by spelling out how it ensures data on individuals are kept confidential.

There's nothing wrong with using the current concerns over H1N1 flu to gain exposure, as long as Infonaut is careful about taking a calm and respectful tone to its marketing and publicity.

On the other hand, it will clearly create an opportunity if Infonaut can increase its profile, "which helps it to get its story out, which helps it to get investors, which helps it to grow.

The problem Build a market for a unique infection mapping system without appearing to exploit the flu outbreak The plan: Use a subtle approach and be upfront with the state of development of the software products The payoff: Higher awareness among potential customers and an expanded market

W. Geoffrey Beattie – Deputy Chairman & President, Woodbridge Company Limited, Thomson Reuters Corporation, Toronto Christopher C. Capelli – Vice President, Technology Based Ventures, Office of Technology Commercialization, University of Texas, M.D. Anderson Cancer Center, Houston, TX Ron Close – Information technology entrepreneur, Entrepreneur-in-Residence, MaRS, and Executive Entrepreneur-in-Residence, The Richard Ivey School of Business, The University of Western Ontario, London, ON Nicholas Darby – Formerly Director of Physical Sciences, Corporate Venture Capital, Dow Chemical Company, President, Darby & Associates Consulting LLC, Midland, MI  Mary Jo Haddad – President & CEO, The Hospital for Sick Children, Toronto Jacqueline H.R. Le Saux – Former General Counsel, North America and Corporate Secretary, Patheon, Inc., Toronto David A. Leslie - Chair, Sunnybrook Health Sciences Centre, and Former Chairman & CEO, Ernst & Young, Toronto Michael H. May – President & CEO, Rimon Therapeutics, Toronto Chandra J. Panchal – Founder, President & CEO, Axcelon Biopolymers Corp., Dollard-des-Ormeaux, QC Ilse Treurnicht – CEO, MaRS Discovery District, Toronto Donald A. Wright – President & CEO, The Winnington Capital Group Inc., Toronto

MaRS Innovation serves as a business accelerator platform with a single point of entry for industry partners and investors.  It will increase the scale, scope and viability of IP offerings, and the quantity and quality of deal flow from partner institutions.  MaRS Innovation will also facilitate strategic research collaborations with industry partners, strengthen the innovation capacity of Canadian industry through adoption of new technologies from its member institutions, and launch a new generation of robust, high-growth Canadian companies that will become global market leaders.   The quality of the combined discovery pipeline will catalyze and attract sources of risk capital for translational research, market validation, company formation and growth.  “MaRS Innovation represents a unique and timely platform to contribute in a meaningful way to Canada’s knowledge economy, leveraging Toronto’s remarkable research excellence.  The vision and serious commitment of its members to work together to transform our commercialization results, and the support of the Federal Government, made this possible.  The announcement of this outstanding group of leaders to the Board of Directors for MaRS Innovation is an exciting step forward,” said Ilse Treurnicht, MaRS CEO and interim Managing Director of MaRS Innovation.