2012 United States Radiology Directors’ Choice: 2012 United States Radiology Directors’ Choice: Medical Imaging EquipmentMedical Imaging Equipment

Determining Brand Perceptions and PreferencesDetermining Brand Perceptions and Preferences

July 2013July 2013

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Contents

Section Slide Numbers

Research Objectives and Methods 4

Executive Summary and Implications 7

Respondent Demographics and Firmagraphics 10

General Radiography (Computed or Digital)

Imaging Equipment15

Ultrasound Imaging Equipment 25

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Ultrasound Imaging Equipment 25

Capital Imaging Equipment—Magnetic Resonance Imaging (MRI),

Computed Tomography (CT), and Positron Emission Tomography (PET)34

Picture Archiving and

Communication Systems (PACS)43

Imaging Information Technology (IT) Hardware and IT Middleware 52

The Frost & Sullivan Story 62

RESEARCH OBJECTIVES AND METHODS

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Research Objectives

The primary objective of this research is to assess North American radiology directors’

preferences regarding department use of medical imaging equipment and services.

Supporting the primary objective, this research will also:

• Determine titles of medical equipment purchasers (executives, directors, and

managers) with the highest levels of purchasing influence within radiology

departments.

• Identify primary brands of medical imaging equipment and services.

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• Identify secondary brands of medical imaging equipment and services.

• Determine preferences for medical imaging equipment and services.

• Determine perceptions of medical imaging equipment and services based upon

relevant attributes.

Methods

Methodology

A Web-based survey methodology was utilized. The data was collected in October 2012.

Sample

Surveyed 152 North American radiology directors, executives, and managers working for

a hospital-based radiology department within the healthcare industry.

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Reporting Notes

Due to rounding, percentages in charts and tables may not equal 100 percent.

EXECUTIVE SUMMARY AND IMPLICATIONS

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Executive Summary

• The majority of respondents noted that they are either influencers or one member of a

committee that makes purchase decisions regarding medical equipment. Only a small

percentage (9%) of radiology directors surveyed indicated they have authority as the

sole decision maker of purchases.

• Top brands used, along the various market segments, were often reflective of industry

market share trends.

• To a large degree respondents across the spectrum of facility bed size or imaging

volume did not identify stark variations in brand perceptions or utilization.

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volume did not identify stark variations in brand perceptions or utilization.

• The majority of respondents noted their institutions have a preferred vendor model,

where the majority of purchases are coming from 2 or 3 select manufacturers.

• GE was identified as having a strong competitive advantage with high levels of usage,

and high perceptions of their brand across various categories when compared to other

competitors.

• Brand loyalty index scores indicate a strong level of satisfaction from respondents with

current brands used. Therefore, competitors looking to displace entrenched market

leaders would have to demonstrate significant value add regarding price, technology,

or service support offerings to influence behavior.

Medical Imaging Equipment Market: Brand Dominance or Fragmentation?

55%

50%

60%

Gap Analysis Between the Two Most Prevalent Brands

Gap between most prevalent brand and runner-up brand Most prevalent brand percent

Overall, the medical imaging equipment market—among the 5 technologies surveyed—is fairly homogenous. Specifically, all of the most prevalent brands of medical imaging equipment garner at least 25% of the market, with capital imaging equipment topping the list with as much as 55%. Furthermore the gaps between the most prevalent brands and the runner-up brands, on average, are 15 percentage points.

Average 15 percentage points gap

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40%38%

25%

32%

10%

20%

30%

40%

50%

General Radiography

Imaging Equipent

Ultrasound Imaging Equipment

Capital Imaging Equipment

PACS Imaging IT Hardware and IT

Middleware

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