Yoqneam, Israel-based Given Imaging Inc.?s successful introduction into U.S. markets of its endoscopic capsules that photograph cancer cells will be described by Nancy L.S. Sousa, president of the company?s North American headquarters, at a seminar here on Tuesday, Feb. 24, from 5:30-8 p.m.

Ms. Sousa also will describe the reasons the company chose Norcross as the location for its U.S. subsidiary?s headquarters during the “Business Beyond Borders” workshop to be held at the Georgia Institute of Technology?s Dupree College of Management.

The development of Given Imaging?s capsules stemmed from Israeli military imaging technology, Ms. Sousa told GlobalFax in a telephone interview. The capsules provide an alternative to the traditional endoscopic process with a simpler, noninvasive method, which can be administered on an outpatient basis.

The biomedical company?s worldwide sales reached $12.5 million in the fourth quarter of 2003, which is a 40 percent increase over the same quarter in 2002.

The U.S. Food and Drug Administration approved the capsules in 2001, less than a year following the company?s opening of its U.S. headquarters here, according to Ms. Sousa.

FDA approval of new procedures often takes many years, she added, but the company?s approval was expedited by the agency?s approval of a similar temperature capsule used by U.S. astronauts.

Given Imaging also worked quickly to negotiate insurance coverage of the capsule?s cost and the imaging procedure that allows physicians to diagnose and track problems of the small intestine, she explained.

The company found Norcross an attractive location for its headquarters, she said, because of an abundance of sales and marketing personnel in the area as well as its call center facilities to support its products throughout the U.S.

Other factors favoring a location in the metro Atlanta area, she added were Hartsfield-Jackson International Airport and a time zone that enabled its employees here to communicate with the company?s offices in Israel during working hours.

The worshop is free of charge and open to the public, but please register at gt_ibc@yahoo.com to attend. For more information, visit http://ibc.gatech.edu