MDS Pharma Services Launches New Brand Campaign to Support Client Service Strategy



    KING OF PRUSSIA, PA, Nov. 12 /CNW/ - MDS Pharma Services, a leading
provider of innovative drug discovery and development solutions, has launched
a new brand promise - "to deliver high-quality services on-time" - as part of
their strategic plan to become the industry leader in quality, compliance and
client service. This new brand campaign has been developed in response to
market research with hundreds of clients around the world. The research
revealed that high quality, on-time delivery is a top priority with clients
striving to move new drugs to market quickly and efficiently.
    "We recognize the importance of high quality, on-time delivery for
clients in every phase of the drug discovery and development process," said
MDS Pharma Services President David Spaight. "At MDS Pharma Services, our
employees are committed to this brand promise as part of our global strategy
to support our clients' success."
    MDS Pharma Services unveiled its new brand campaign at the annual meeting
of the American Association of Pharmaceutical Scientists (AAPS) which opened
yesterday in San Diego. This new branding has been captured visually with a
high speed train moving to its destination on-time. This brand image will be
promoted online, in print and at more than two dozen industry events in the
coming year.
    The brand promise is also reflected in the contract research
organization's operational priorities. These priorities emphasize providing
high quality, on-time services by investing in new customer facing information
technology systems and by using LeanSigma and other process improvement
initiatives to expedite the drug discovery and development process. MDS Pharma
Services has almost 100 LeanSigma projects completed or underway to reduce the
time for clients to reach milestones such as the start-up of studies,
biomarker development methods and report delivery.

    About MDS Pharma Services

    MDS Pharma Services is committed to its brand promise of delivering
high-quality services on-time to clients. The business offers a full spectrum
of resources to meet the drug discovery and development needs of the
pharmaceutical and biotechnology industries. With numerous facilities
strategically located around the world, we apply advanced scientific and
technological expertise throughout the drug discovery and development process
- from lead optimization, pre-IND research, early clinical research
(bioequivalence, phases I-IIa) and bioanalysis through to global clinical
development (phases IIb-IV), central lab and centralized cardiac services. For
more information, visit our website at www.mdsps.com.
    MDS Pharma Services is a business unit of MDS Inc. (TSX: MDS; NYSE:   MDZ),
a global life sciences company that provides market-leading products and
services that our customers need for the development of drugs and diagnosis
and treatment of disease. We are a leading global provider of pharmaceutical
contract research, medical isotopes for molecular imaging, radiotherapeutics,
and analytical instruments. MDS has more than 6,200 highly skilled people in
28 countries. Find out more at www.mdsinc.com or by calling 1-888-MDS-7222,
24 hours a day.




For further information:

For further information: For Investors: Sharon Mathers, (416) 675-6777
ext. 34721, sharon.mathers@mdsinc.com; For Media: Charlene McGrady, (610)
239-7900 ext. 231, charlene.mcgrady@mdsinc.com

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