Branding with a Bang

When Lorna Murdock took the role of director of marketing communications at Sunnyvale, Calif.-based IMPAC Medical Systems Inc., it wasn't long before she realized she could use her previous experience as an executive producer of events to bring a higher level of polish and professionalism to IMPAC's users' meetings. IMPAC, a provider of healthcare information technology solutions for oncology care, had produced its own users' conferences for the past 14 years with internal resources. But with