2010 Global Medical OEM E-Survey Focus On: Media Usage and Purchasing habits of Canon’s 293,000 medical device professionals worldwide

2010Global Medical OEM E-Survey

Focus On: Media Usage and Purchasing habits of Canon’s293,000 medical device professionals worldwide

Canon Communications’ Medical Device Group educates, informs and inspires the global medical device industry, in its efforts to develop critical healthcare products that save lives and enhance the quality of life.

Our extensive portfolio of media and tradeshows serve as the industry’s resources for all the information it needs to design, develop, manufacture and bring to market advanced medical technologies.

Why This Study Matters

It is the first of its kind. Never before has the global medical device community been so thoroughly researched on media usage and purchasing habits. In recent years new media opportunities have transformed b-to-b marketing and exposed many unanswered questions.

•Does the older generation use media differently than the younger?

•Are there discernable differences in media usage in North America and Europe?

•Does company size effect purchasing?

•Are e-newsletters and other digital media impacting their audience?

These questions now have answers. Any hesitation in your strategy can be erased, you can now move forward with full confidence and the data to support your marketing and advertising decisions.

Methodology

The survey was open from February 10, 2010 through March 4, 2010, with a total of 3,982 usable responses — a 3% response rate (based on the net effective sample size of 144,605). Percentages based on all 3,982 responses are subject to a margin of error of ± 1.5% at the 95% confidence level. The response was tabulated and reported by Readex Research in accordance with accepted research standards and practices.

Today’s Agenda

Review the collected data as segmented by:

•Top Line Results•Geographic Results•Company Size•Age of Respondent

With in each of these segments the questions have been grouped to provide information on:

•Audience Profile•Media Usage•Purchasing Habits

Top Line Results

Top Line – Audience Profile

Years of Industry Experience

Less than 10

10-20 20-30 30+

14% 24% 31% 26%

Median – 23yrs

Geographic Location

North America 70%

Europe 21%

Asia 2%

Emerging Markets 2 %

Annual Revenue

$1 billion +

$250mil – $999mil

$100mil-$249mil

$25mil-99mil

1mil – 25mil

Under $1mil

18% 8% 9% 12% 26% 17%

Median – 24mil

Number of Employees

Under 25

25-99 100-999 1000-9999

10k +

26% 16% 23% 18% 12%

Median - 179

Top Finished Products Produced

Surgical Cardiovascular

Orthpaedics

Neurology

21% 21% 14% 10%

Age

Under 35 35-55 45-54 55-64 65+

10% 17% 30% 26% 10%

Median – 51yrs

Top Line Media Usage – Interaction: Where & How Often

How often the audience interacts with media channels

Daily At Least Weekly At Least Monthly

Trade Publications 7% 36% 72%

Digital Media 29% 62% 77%

Trade Pub Websites 15% 46% 70%

Tradeshows 4% (weekly) 17% (monthly) 83% (projected annual)

Search Engines 70% 87% 93%

Vendor/Supplier Websites 24% 60% 80%

Where the audience interacts with media channels

The Office Home Business Travel Handheld Device

Trade Publications 81% 29% 22% 3%

Digital Media 81% 23% 12% 13%

Trade Pub Websites 82% 21% 9% 6%

Tradeshows 38% 6% 46% 3%

Search Engines 87% 49% 21% 17%

Vendor/Supplier Websites 85% 22% 10% 6%

Top Line Media Usage – First for New Tech/Companies & Content Value

Through which types of media do you typically first hear about new work related technologies, products or companies?

E-newsletters/Digital media

Trade Publications – Print Version

Search Engines Web sites of trade publications

Websites of Suppliers/Vendors

Tradeshows/Conferences

64% 55% 43% 38% 33% 33%

Value of media channels based on specific criteria

Trade Pubs Trade Pub Websites

Digital Media Tradeshows/Conferences

Search Engines Vendor/Supplier Websites

Informative 73% 61% 52% 67% 65% 64%

Credible 68% 57% 44% 60% 54% 55%

Accessible 61% 62% 56% 33% 71% 64%

Product Info 61% 55% 41% 68% 58% 69%

News/Analysis 57% 50% 46% 38% 51% 31%

Portable 55% 44% 45% 14% 55% 44%

Access to New Tech

54% 49% 43% 64% 51% 43%

Vendor Comparisons

33% 31% 20% 46% 40% 25%

Answers to Design Issues

28% 28% 18% 39% 32% 35%

Top Line Media Usage – Design Cycle Value & Work Related Purpose Value of media during specific design cycle phases Not Involved at

this stage

Trade Pubs Trade Pub Websites

Digital Media Tradeshows/Conferences

Search Engines Vendor/Supplier Websites

Concept/Planning 32% 31% 23% 32% 52% 45% 24%

Build Prototype 18% 18% 14% 20% 37% 36% 38%

Final Design 17% 16% 13% 18% 34% 31% 37%

Manufacturing process/build test

17% 15% 12% 17% 31% 29% 39%

Manufacturing 16% 14% 12% 16% 27% 24% 50%

Distribution/Post Market Surveillance

17% 15% 15% 17% 22% 15% 61%

Ways the audience uses media channels for work related purposes

Product Info Tech Trends Emerging Tech Research Breaking News Analysis

Trade Publications

58% 47% 38% 37% 27% 21%

Digital Media 41% 36% 30% 19% 48% 12%

Trade Pub Websites

47% 32% 25% 35% 28% 16%

Tradeshows 59% 47% 45% 31% 18% 14%

Search Engines 61% 31% 32% 68% 31% 32%

Vendor Websites 68% 14% 15% 38% 12% 17%

Top Line - Audience Interaction with Suppliers/Service Providers

Are you involved in any way in working with suppliers/vendors for your company?

YES 73%

NO 21%

Does your company currently work with an approved supplier/vendor list?

YES 79%

NO 21%

Besides an approved supplier/vendor list (if applicable) if you were in the process of finding a new supplier partner, which type of media would you turn to first for information to help you make your decision?

Search Engines 76% Trade Publications Print 43%

Websites of vendors/suppliers

69% Online Supplier Directories 42%

Tradeshows/Conferences 47% Web sites of Trade Publications 39%

E-newsletters/Digital Media 22%

Once you’ve narrowed down your list to “Suppliers” of interest how important are the following factors? (Indicated 4 or above on scale of 1-5)

Quality of Product/Service 96% Number of yrs serving the market 50%

Price 80% Brand Recognition 37%

Word of Mouth Reputation 59%

Top Line - Audience Interaction with Suppliers/Service Providers

Compared to 2009, do you expect the number of suppliers you and/or your department works with to increase, decrease or remain the same in 2010?

INCREASE 23% Increase by less than 5% 1%

Increase by 10% or more 18% Remain the Same 69%

Increase by 5% to 9% 3% Decrease 6%

In terms of the group of suppliers you and/or your department is currently working with, do you expect the budget allocated to those suppliers to increase, decrease or remain about the same in 2010?

INCREASE 27% Increase by less than 5% 1%

Increase by 10% or more 22% Remain the Same 64%

Increase by 5% to 9% 3% Decrease 6%

Geographic Comparison Results

Geographic Comparison – Audience Profile


Less than 10

10-20 20-30 30+

North America

13% 22% 34% 29%

Europe 18% 33% 28% 22%

Asia 28% 43% 33% 7%

Geographic Location

Top 5 - North America Top 5 -Europe

California - 14% United Kingdom - 6%

Minnesota – 7% Germany – 4%

New Jersey – 7% Switzerland – 2%

Massachusetts – 5% France – 1 %

New York – 4% Italy – 1%

Annual Revenue

$1 billion +

$250mil – $999mil

$100mil-$249mil

$25mil-99mil

1mil – 25mil

Under $1mil

North America

21% 7% 6% 13% 27% 17%

Europe 14% 8% 6% 11% 31% 20%

Asia 8% 10% 7% 17% 38% 16%

Number of Employees

Under 25

25-99 100-999 1000-9999

10k +

North America

25% 17% 24% 15% 13%

Europe 31% 16% 24% 16% 12%

Asia 22% 16% 38% 19% 3%

Geographic Comparison – Media UsageThrough which types of media do you typically first hear about new work related technologies, products or

companies?






North America 65% 57% 43% 36% 32% 32%

Europe 67% 53% 41% 45% 38% 38%

Asia 82% 41% 46% 44% 30% 41%

How often do you use the following media for work purposes?

Daily At Least Weekly At Least Monthly

North America

Europe Asia North America

Europe Asia North America

Europe Asia

Trade Pubs 7% 7% 8% 36% 35% 26% 73% 72% 61%

Digital Media

29% 29% 39% 60% 67% 77% 76% 83% 89%

Trade Pub Websites

14% 14% 16% 45% 51% 49% 69% 75% 75%

Tradeshows/Conf

1% 1% 3% 3% 5% 18% 14% 25% 21%

Geographic Comparison – Media Usage

Media used for Product Info

North America

Europe Asia

Web sites of suppliers

70% 70% 54%

Search Engines

64% 61% 52%

Tradeshows 61% 62% 59%

Trade Pubs 60% 57% 66%

Web sites of Trade Pubs

46% 52% 54%

Online Supplier Directories

46% 46% 52%


40% 46% 57%

Video 36% 33% 31%

White Papers 24% 19% 13%

Webcasts 23% 12% 16%

Blogs 8% 6% 16%

Social Media 7% 4% 10%

Media used for Tech Trends

North America

Europe Asia

Tradeshows 47% 51% 61%

Trade Pubs 50% 44% 36%


38% 36% 39%

Web sites of Trade Pubs

32% 36% 46%

Search Engines

31% 33% 41%

White Papers 18% 20% 25%

Webcasts 16% 12% 13%

Websites of Suppliers

13% 16% 34%

Video 10% 9% 25%

Blogs 10% 8% 16%

Social Media 10% 6% 25%

Online Supplier Directories

5% 9% 26%

Geographic Comparision - Audience /Supplier Interaction

Are you involved in any way in working with suppliers/vendors for

your company?

YES NO

North America

75% 25%

Europe 79% 21%

Asia 70% 30%

Compared to 2009, do you expect the number of suppliers you and/or your department works

with to increase, decrease or remain the same in 2010?

North America

INCREASE 23%

Europe INCREASE 19%

Asia INCREASE 51%

In terms of the group of suppliers you and/or your department is currently working with, do you expect the budget allocated to those suppliers to increase, decrease

or remain about the same in 2010?

North America INCREASE 26%

Europe INCREASE 27%

Asia INCREASE 53%

Does your company currently work with an approved supplier/vendor

list?

YES NO

North America

80% 20%

Europe 76% 24%

Asia 72% 28%

Company Size

Comparison Results

Company Size Comparison – Audience ProfileCompanies of <100 employees vs. 1000+ employees


< 10 10-20 20-30 30+

<100 15% 23% 30% 29%

1000+ 14% 27% 36% 23%

Annual Revenue

$1 billion + $250mil – $999mil

$100mil-$249mil $25mil-99mil 1mil – 25mil Under $1mil

<100 0% 0% 0% 4% 49% 38%

1000+ 58% 19% 6% 5% 2% 1%

In what areas of the design cycle are you directly involved with on an ongoing basis?

<100 1000+

Concept/Planning 63% 54%

Final Design 52% 47%

Build Prototype 51% 47%

Manufacturing Process/Build of Testing

48% 47%

Manufacturing 42% 36%

Distribution/Post Market Surveillance

37% 25%

Company Size Comparison – Media UsageCompanies of <100 employees vs. 1000+ employees







<100 66% 58% 46% 39% 35% 35%

1000+ 65% 50% 41% 36% 31% 12%

How valuable are the following media types for Product Information?

<100 1000+

Trade Publications 64% 59%

E-newsletters/Digital Media 42% 42%

Trade Publication Websites 55% 56%

Tradeshows/Conferences 71% 68%

How valuable are the following media types for Access to New Technologies?

<100 1000+


E-newsletters/Digital Media 42% 45%

Trade Publication Websites 47% 52%

Tradeshows/Conferences 67% 65%

Company Size Comparison – Media UsageCompanies of <100 employees vs. 1000+ employees

Percentage of the audience that found the following media to be valuable during the

Concept/Planning stage of the design cycle:

<100 1000+

Search Engines 56% 51%

Supplier Website

48% 41%

Trade Publications

35% 30%


35% 30%

Trade Publication Websites

33% 29%

Online Directories

27% 22%

E-newletters/Digital Media

24% 21%

Not Involved at this stage

19%


29%

Percentage of the audience that found the following media to be valuable during the Manufacturing

Process/Build of Testing stage of the design cycle:

<100 1000+

Search Engines 32% 33%

Supplier Website 30% 30%



17% 18%

Trade Publication Websites

17% 17%

Online Directories 15% 17%

E-newletters/Digital Media

11% 13%


40%

Not Involved at this stage39%

Company Size Comparison – Audience/Supplier Interaction

Companies of <100 employees vs. 1000+ employees

Are you involved in any way in working with suppliers/vendors for

your company?

YES NO

<100 78% 22%

1000+ 74% 26%

Compared to 2009, do you expect the number of suppliers you and/or your department works

with to increase, decrease or remain the same in 2010?

<100 INCREASE 25%

1000+ INCREASE 18%

In terms of the group of suppliers you and/or your department is currently working with, do you expect the budget allocated to those suppliers to increase, decrease

or remain about the same in 2010?

<100 INCREASE 29%

1000+ INCREASE 23%

Does your company currently work with an approved supplier/vendor

list?

YES NO

<100 65% 35%

1000+ 94% 6%

Age Breakdown

Results

Age Comparison – Audience Profile

In what areas of the design cycle are you directly involved with on an ongoing basis?

<35 35-44 45-54 55-64 65+

Concept/Planning 54% 60% 59% 56% 61%

Final Design 49% 50% 49% 47% 52%

Build Prototype 47% 52% 47% 45% 57%

Manufacturing Process/Build of Testing

47% 47% 48% 46% 51%

Manufacturing 39% 37% 40% 40% 42%

Distribution/Post Market Surveillance 29% 29% 31% 30% 38%

Age of Employee vs Size of Employer

<35 yrs old 35-44 years old 45-54 years old 55-64 years old 65+ years old

>100 employees 34% 36% 40% 47% 70%

>1000 employees 36% 30% 31% 29% 16%

Age Comparison – Media Usage


Digital media Trade Publications

Search Engines Web sites - trade publications

Websites of Suppliers/Vendor


<35 58% 44% 42% 39% 35% 39%

35-44 68% 49% 38% 38% 31% 32%

45-54 67% 57% 42% 38% 32% 31%

55-64 65% 60% 46% 40% 37% 34%

65+ 61% 70% 51% 38% 31% 32%

Where do you interact with Digital Media?

The Office Home Business Travel

Handheld Device

<35 84% 14% 10% 13%

35-44

85% 20% 10% 18%

45-54

84% 25% 14% 13%

55-64

81% 24% 12% 10%

65+ 74% 31% 10% 7%

Where do you interact with Trade Publications?

The Office Home Business Travel

Handheld Device

<35 82% 20% 19% 4%

35-44

83% 25% 23% 4%

45-54

83% 32% 23% 3%

55-64

81% 31% 20% 2%

65+ 82% 40% 21% 2%

Age Comparison – Media Usage

Percentage of the audience that found the following media to be CREDIBLE:

<35 35-44 45-54 55-64 65+

Trade Publications

66% 69% 72% 67% 75%

Trade Shows 67% 60% 65% 60% 57%

Web sites – Trade Publications

57% 58% 61% 56% 52%

Websites/Supplier/Vendor

58% 53% 58% 58% 59%

Search Engine 44% 57% 58% 56% 68%

Digital Media 43% 49% 45% 43% 45%

Age Comparison – Audience/Supplier InteractionAre you involved in any way in working with

suppliers/vendors for your company?

YES

<35 69%

35-44 75%

45-54 77%

55-64 76%

65+ 74%

Besides an approved supplier/vendor list (if applicable) if you were in the process of finding a new supplier partner, which type of media would you turn to first for information to help you make your decision?

<35 35-44 45-54 55-64 65+

Search Engines 67% 78% 77% 78% 73%

Web sites - Suppliers 66% 69% 71% 71% 63%

Tradeshows 50% 47% 46% 46% 45%

Trade Publications 34% 41% 44% 47% 52%

Online Supplier Directories 42% 43% 42% 42% 40%

Web sites – Trade Pubs 38% 40% 39% 40% 39%

Digital Media 22% 21% 22% 23% 21%

What We Can Take Away From This StudyForget Black or White Media Usage Assumptions:

•The younger generation is exclusively online•The older generation depends solely on print and events•Europeans haven’t fully embraced digital media

These common assumptions simply aren’t true. As the data shows professionals of various ages worldwide are using all available media channels and using them often.

Education Leads to Informed Purchasing:

Before a supplier is considered, OEM companies are learning about Tech Trends, Emerging Technologies and other educational elements through btob media channels. That education drives them to vendor websites for solutions.

Market Resurgance Can Be Seen Through OEMs Planned Vendor/Supplier Spending:

•Global budgets allocated to existing suppliers are increasing in 2010•Global budgets allocated to new suppliers are increasing in 2010•Everyone is buying, none more so than the small to medium sized companies

Thank You For Your

Time

For more information about

Canon’s Medical Device Brands Media opportunities please

visit:

www.canonmediakit.com

http://www.canonmediakit.com/

Documents

2010 Global Medical OEM E-Survey Focus On: Media Usage and Purchasing habits of Canon’s 293,000 medical device professionals worldwide