Table of Contents
Determining Brand Perceptions and Preferences
The primary objective of this research is to assess the behavior of North American radiology directors as well as their preferences regarding radiology departments’ 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, identify secondary brands of medical imaging equipment and services, determine preferences for medical imaging equipment and services, and determine perceptions of medical imaging equipment and services based upon relevant attributes.
•The majority of respondents noted that they are either influencers or a member of a committee that makes purchase decisions regarding medical equipment. Only a small percentage (X%) 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.
•The majority of respondents noted their institutions have a preferred vendor model, where the majority of purchases are coming from X or X 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?
Overall, the medical imaging equipment market—among the X technologies surveyed—is fairly homogenous. Specifically, all of the most prevalent brands of medical imaging equipment garner at least X% of the market, with capital imaging equipment topping the list with as much as X%. Furthermore the gaps between the most prevalent brands and the runner-up brands, on average, are X percentage points.
Purchasing from Vendors
Among hospital size and number of annual radiology procedures, the preference for purchasing equipment is to do so from X or X specific vendors.
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