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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