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Ziehm Imaging Award Write Up

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2017 Global Mobile Interventional X-ray Solutions Company of the Year Award

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Ziehm Imaging Award Write Up

  1. 1. 2017 Global Mobile Interventional X-Ray Solutions Company of theYear Award GLOBAL MOBILE INTERVENTIONAL X-RAY SOLUTIONS COMPANY OFTHEYEAR AWARD 2017
  2. 2. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 2 “We Accelerate Growth” Contents Background and Company Performance ........................................................................3 Industry Challenges..............................................................................................3 Visionary Innovation & Performance and Customer Impact........................................3 Conclusion...........................................................................................................7 Significance of Company of the Year.............................................................................8 Understanding Company of the Year.............................................................................8 Key Benchmarking Criteria ....................................................................................9 Best Practices Award Analysis for Ziehm Imaging...........................................................9 Decision Support Scorecard ...................................................................................9 Visionary Innovation & Performance .....................................................................10 Customer Impact ...............................................................................................10 Decision Support Matrix ......................................................................................11 Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices .................................................................................................................12 The Intersection between 360-Degree Research and Best Practices Awards.....................13 Research Methodology ........................................................................................13 About Frost & Sullivan ..............................................................................................13
  3. 3. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 3 “We Accelerate Growth” Background and Company Performance Industry Challenges Interventional radiology (IR) enables surgeons and interventionalists to perform a range of minimally invasive and image-guided procedures across various therapeutic areas, including cardiac, vascular, endovascular, pain, trauma, urology, orthopedics, spine and neurology interventions. These areas rely on a number of powerful imaging modalities, including computed tomography (CT), magnetic resonance imaging (MRI), and interventional X-ray—fixed and mobile C-arms. Each modality has its own advantages and limitations and differs in its mode of operation, the level of complexity, and price point. More importantly, increasing clinical evidence shows that minimally invasive and image- guided procedures may result in superior patient outcomes, compared to conventional surgical procedures. Therefore, IR has a strong overall value proposition that revolves around safety, precision, clinical utility, cost reduction, and improved patient outcomes. Imaging technologies, such as CT, MRI, and fixed interventional X-ray equipment, still have some important limitations in the intraoperative setting: • Capital investment—In addition to the initial imaging equipment purchase (ranging from $0.4 to $1.6 million), imaging modalities generally incur additional installation and construction costs. Depending on each organization’s specific needs, building and equipping an image-enabled operating suite can cost $2.5 million or more. • Difficulties for an ideal interventional workflow model—For example, in the case of an MRI-enabled operating room (OR), surgical instrumentation needs to be kept at a distance from the high-field magnet for safety reasons, which may disrupt the surgical workflow. • Over the last few years, considerable advances have been made with mobile C- arms: the use of digital flat panel detectors and a fully digital imaging chain, dynamic and volumetric (3D and 4D) imaging capabilities, advanced image processing tools, improved cooling systems, enhanced dose efficiency, and higher maneuverability and overall portability. • These systems have evolved to address high-risk procedures faster and with higher accuracy and precision than ever before. As a result, mobile C-arms have started to set new benchmarks related to OR ergonomics, workflow efficiency, procedural costs, clinical guidelines, and patient outcomes. Frost & Sullivan believes that these latest developments in mobile C-arm technologies considerably strengthen the edge for this modality, compared to conventional intraoperative imaging solutions. The shift to mobile C-arm solutions is set to accelerate as their clinical capability and reliability continues to grow, supported by the rising demand for minimally invasive, image-guided procedures. In addition, the latest mobile C- arm solutions may open the way to far wider intraoperative imaging adoption in developing and emerging markets, which remain largely underserved by traditional solutions because of their high cost.
  4. 4. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 4 “We Accelerate Growth” Visionary Innovation and Performance and Customer Impact Addressing Unmet Needs—A Complete Focus on Customized Multiplicity with Cutting-edge, Cost-effective, and High-quality Technology Ziehm Imaging strives to enhance the quality and safety of care by improving interventional workflows and generating efficiencies in the OR. The company’s range of products and modular portfolio allow it to combine various value-added capabilities that may enhance versatility, image quality, ease of use, or portability into solutions tailored to individual customers and OR settings, i.e., customized multiplicity. Ziehm Imaging’s diverse and well-balanced portfolio includes several families of products, each of which can be customized in 3 or 4 configurations, resulting in a significantly richer portfolio than any of the competitors’. With this, Ziehm Imaging can cater to various budget ranges as well as to a wider gamut of niche specialties, from cardiac, vascular, and spinal surgeries to orthopedics and traumatology to humanitarian aid and battlefield medicine. Moreover, the company typically incorporates higher-end X-ray imaging technologies in its systems, compared to competing devices within the same class but at equal or lower price points. Frost & Sullivan believes that these latest customizable developments in mobile C-arm systems have considerably strengthened the company’s edge for this modality, compared to conventional intraoperative imaging solutions. The shift to mobile C-arm solutions is set to accelerate as their clinical capability and reliability continues to grow, supported by the rising demand for minimally invasive, image-guided procedures. In addition, Ziehm Imaging’s latest mobile C-arm solutions offering is set to open the way to far wider intraoperative imaging adoption in developed and emerging markets. Brand Equity—A Focused and Dedicated Mobile C-arm Company Ziehm Imaging excels as an intraoperative mobile C-arm specialist; the company maintains a vertical and focused approach that has remained steady throughout the past four decades. Unlike its main competitors, whose product portfolios span the entire imaging modality spectrum across diagnostic and interventional applications, Ziehm Imaging built itself as an expert in minimally invasive and image-guided surgical solutions. The company’s understanding and knowledge of intraoperative imaging specificities within each of its various clinical sub-segments and across different market cultures tend to be deeper and more precise than that of its larger competitors. Ziehm Imaging’s business growth strategies center on customer-driven technology innovation. The company works closely with surgeons and interventionalists, keeping the pulse of its customers’ evolving needs. Ziehm Imaging’s flexibility as a mid-sized company allows it to improve its solutions constantly in fairly short product development cycles as the company continually listens in on the evolving market demand for how clinical procedures currently work or should work, what makes a procedure successful, and the desires and needs of surgeons. Ziehm Imaging invests over 12% of its annual revenues in research and development and, leveraging its engineering expertise, develops products that bridge clinical relevance with
  5. 5. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 5 “We Accelerate Growth” customers’ needs and preferences. This ongoing innovation cycle keeps the company at the forefront of mobile X-ray technology, while contributing actively to advancing the field of intraoperative imaging as a whole. This factor clearly exemplifies the company’s commitment to innovation and technological leadership, providing Ziehm Imaging with a definitive competitive advantage over its competitors. Implementation of Best Practices Established in 1972 and headquartered in Nuremberg, Germany, Ziehm Imaging specializes in developing, manufacturing, and globally marketing advanced mobile C-arm interventional imaging solutions. In over 45 years, the company has built a strong track record of industry firsts and groundbreaking innovations that have advanced the intraoperative imaging field considerably. Ziehm Imaging has over 10,000 mobile C-arm systems installed worldwide. The company supports its customers through nine global offices, including in the United States, Germany, China and Brazil as well as through a strong worldwide distribution partner network. Integration partnerships—a key differentiation: Ziehm Imaging's broad range of products allows versatile combinations with navigation systems from Brainlab, Stryker, and Medtronic. Further, the combination of fully digital, distortion-free imaging with navigation systems or computer-aided surgery increases OR efficiency. Because of intraoperative 3D imaging, the risk of a revision surgery and radiation exposure for patients can significantly be reduced. Additionally, Ziehm Imaging has cooperation agreements and partnerships with STORZ MEDICAL AG, Richard Wolf, Brainlab, Stryker, STILLE, Medtronic, and several university hospitals. With these partnerships, Ziehm Imaging continues to enhance the levels of 2D and 3D imaging and therapies. The new Ziehm NaviPort interface on the image-guided navigation connects Ziehm Vision RFD 3D seamlessly with systems of leading navigation companies. This combination of intraoperative 3D imaging and navigation systems enables clinicians to manage less-invasive approaches for shorter hospital stays and improved patient outcomes. Visionary Scenarios through Mega Trends—Completing a Decade of Flat-panel Technology Leadership Eleven years ago, Ziehm Imaging was the first to introduce a fully digital mobile C-arm system with flat-panel technology, tied with its product Ziehm Vision FD. The launch of Ziehm Vision FD marked a new era of image quality in mobile C-arms. The first Ziehm Vision FD was delivered to the Leiden University Medical Center (LUMC) in the Netherlands in 2006. This decision allowed Ziehm Imaging to be the first to go to market with the new flat-panel technology, which no other company in the field of mobile C-arms had at the time. The trust factor from Ziehm Imaging’s engineers and its demonstration models across the company’s regional footprint are key primary strategies in contributing to its success.
  6. 6. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 6 “We Accelerate Growth” Additionally, the showcasing of demonstrative flat-panel C-arm systems serves as a key feature of the company's branding and promotion strategy. For many years, Ziehm Imaging’s competitors have found it difficult to compete with this strategy at a grass roots level, which has led customers to prefer Ziehm Imaging’s products, coupled with highly influencing hospital group procurement decisions. The evolution of flat-panel C-arms addresses high-risk procedures with higher accuracy, a faster rate, and more precision than ever before. As a result, mobile C-arms with flat-panel technology are setting new benchmarks related to OR ergonomics, workflow efficiency, procedural costs, clinical guidelines, and patient outcomes. Blue Ocean Strategy—First to Introduce the 3D C-arm System and the Fully Motorized C-arm System in the Global Market As a key aspect of the ongoing transition to transformational healthcare, medical systems are increasing the pressure on their clinical departments, such as radiology and cardiology, to have them revisit the value proposition of their procedures and services. Moving forward, imaging services must be considered as components of broader clinical care pathways, while keeping an eye on cost efficiency and long-term patient outcomes. As an innovation leader, Ziehm Imaging introduced the first-of–a-kind fully motorized C- arm called Ziehm Vision RFD Hybrid Edition in December 2013, representing a C-arm that is fully tailored to hybrid OR requirements. The Ziehm Vision RFD Hybrid Edition features an intuitive joystick operation, a 25 kilowatt (kW) generator, numerous safety functions, and maximum image quality with a minimal dose rate. In addition, the Ziehm Vision RFD Hybrid Edition is a space- and cost-saving alternative to fixed installed systems. Because of its low installation and operating costs, the Ziehm Vision RFD Hybrid Edition is a comprehensive mobile hybrid solution for highly demanding cardiovascular procedures. Ziehm Vision RFD 3D, the first 3D C-arm that provides a 16 centimeter (cm) edge length per scan volume (optionally also a 19.8 cm x 19.6 cm x 18.0cm volume), allows for optimized intraoperative control in orthopedic, trauma, and spinal surgery interventions. The system is designed based on the know-how and innovations originally developed for demanding hybrid applications, with the combination of 2D and 3D functionality for fully intraoperative control in high-end clinical/surgical applications. Further, as a patented concept from Ziehm Imaging, SmartScan allows 180 degree image information of even the smallest anatomical structures, while keeping the geometry of a conventional 2D C- arm. With up to 7 cervical vertebrae in one scan volume, the Ziehm Vision RFD 3D offers the largest 3D image volume of a mobile C-arm in the market. In addition, the Ziehm Vision RFD 3D system is 30% smaller than traditional 3D C-arms and up to 60% more lightweight than alternative mobile imaging solutions, thus allowing the hospital staff to position the C-arm easily in the OR and to transport it manually from one OR to another. Participating in the largest radiology events, such as 2016 Radiological Society of North America (RSNA) and 2017 European Congress of Radiology (ECR), Ziehm Imaging showcased its latest generation of C-arms (Ziehm Solo FD, Ziehm Vision FD, Ziehm Vision RFD) featured with complementary metal-oxide-semiconductors (CMOS) flat-panel
  7. 7. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 7 “We Accelerate Growth” technology. According to Ziehm Imaging, these systems are the first full-size C-arms equipped with this new technology. The new flat-panels CMOS technology will act as an alternative to amorphous silicon detectors, enabling higher image resolution at the same dose, thereby closing the gap between the image quality of flat-panel technologies and the cost efficiency of image intensifiers. Price/Performance Value—Product versus Industry Performance The global medical imaging industry’s growing focus on cost efficiency might suggest at first that the market viability of premium- and capital-intensive diagnostic equipment will have to face hefty challenges. Frost & Sullivan research shows this scenario is proving only partly true because customers are now questioning the potential return on investment and the actual total cost of ownership of their capital investments in the interventional X-ray space. At the same time, however, the interventional X-ray market is showing a readiness to pay a premium for incremental value or to adapt to value-based systems with value-added features, provided this value can be achieved, demonstrated, and amortized over the course of equipment utilization. In this context, vendors need to play a more active role in assisting their customers' cost justification efforts and aligning with their value-based purchasing mechanisms, which is a skill set that Ziehm Imaging has been delivering successfully in the marketplace over the past five years. Ziehm Imaging's new premium mobile C-arm offerings are well aligned with these rising market requirements because the price premium for these high-end products goes towards critical value-add benefits, such as an upgraded user experience, deeper diagnostic insights, and higher consistency of outcomes, all with a more rapid attainment of these benefits. Conclusion 2017 marks a big year for Ziehm Imaging in mobile interventional X-ray solutions as the company has taken major steps towards proactively aligning its mobile C-arm systems product line with emerging market needs in a fast-changing healthcare and medical imaging environment. Success in bringing to today’s market new premium imaging systems requires more than only technology innovation and product novelty, which are prerequisites for a more elaborated product strategy and extensive value proposition. Frost & Sullivan independent analysis of the interventional X-ray market clearly shows that Ziehm Imaging has successfully addressed the industry’s unmet needs and has implemented best practices with its product breadth and scalability, followed by being the first company to introduce commercially the mobile flat-panel 3D C-arm system and the fully motorized C-arm system. For its strong overall performance, Ziehm Imaging has earned Frost & Sullivan’s 2017 Company of the Year Award in the mobile interventional X-ray solutions market.
  8. 8. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 8 “We Accelerate Growth” Significance of Company of the Year To receive the Company of the Year Award (i.e., to be recognized as a leader not only in your industry, but among your non-industry peers as well) requires a company to demonstrate excellence in growth, innovation, and leadership. This kind of excellence typically translates into superior performance in three key areas: demand generation, brand development, and competitive positioning. These areas serve as the foundation of a company’s future success and prepare it to deliver on the two criteria that define the Company of the Year Award (Visionary Innovation & Performance and Customer Impact). Understanding Company of the Year As discussed above, driving demand, brand strength, and competitive differentiation all play a critical role in delivering unique value to customers. This three-fold focus, however, must ideally be complemented by an equally rigorous focus on Visionary Innovation & Performance to enhance Customer Impact.
  9. 9. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 9 “We Accelerate Growth” Key Benchmarking Criteria For the Company of the Year Award, Frost & Sullivan analysts independently evaluated two key factors—Visionary Innovation & Performance and Customer Impact—according to the criteria identified below. Visionary Innovation & Performance Criterion 1: Addressing Unmet Needs Criterion 2: Visionary Scenarios through Mega Trends Criterion 3: Implementation Best Practices Criterion 4: Blue Ocean Strategy Criterion 5: Financial Performance Customer Impact Criterion 1: Price/Performance Value Criterion 2: Customer Purchase Experience Criterion 3: Customer Ownership Experience Criterion 4: Customer Service Experience Criterion 5: Brand Equity Best Practices Award Analysis for Ziehm Imaging Decision Support Scorecard To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Scorecard. This tool allows our research and consulting teams to objectively analyze performance, according to the key benchmarking criteria listed in the previous section, and to assign ratings on that basis. The tool follows a 10-point scale that allows for nuances in performance evaluation. Ratings guidelines are illustrated below. RATINGS GUIDELINES The Decision Support Scorecard is organized by Visionary Innovation & Performance and Customer Impact (i.e., these are the overarching categories for all 10 benchmarking criteria; the definitions for each criterion are provided beneath the scorecard.). The research team confirms the veracity of this weighted scorecard through sensitivity analysis, which confirms that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies.
  10. 10. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 10 “We Accelerate Growth” The results of this analysis are shown below. To remain unbiased and to protect the interests of all organizations reviewed, Frost & Sullivan chooses to refer to the other key participants as Competitor 2 and Competitor 3. Measurement of 1–10 (1 = poor; 10 = excellent) Company of the Year Visionary Innovation & Performance Customer Impact Average Rating Ziehm Imaging 9.5 9.0 9.25 Competitor 2 8.5 8.5 8.50 Competitor 3 8.0 8.0 8.00 Visionary Innovation & Performance Criterion 1: Addressing Unmet Needs Requirement: Implementing a robust process to continuously unearth customers’ unmet or under-served needs, and creating the products or solutions to address them effectively Criterion 2: Visionary Scenarios through Mega Trends Requirement: Incorporating long-range, macro-level scenarios into the innovation strategy, thereby enabling “first-to-market” growth opportunity solutions Criterion 3: Implementation of Best Practices Requirement: Best-in-class strategy implementation characterized by processes, tools, or activities that generate a consistent and repeatable level of success. Criterion 4: Blue Ocean Strategy Requirement: Strategic focus on creating a leadership position in a potentially “uncontested” market space, manifested by stiff barriers to entry for competitors Criterion 5: Financial Performance Requirement: Strong overall business performance in terms of revenues, revenue growth, operating margin, and other key financial metrics Customer Impact Criterion 1: Price/Performance Value Requirement: Products or services offer the best value for the price, compared to similar offerings in the market. Criterion 2: Customer Purchase Experience Requirement: Customers feel they are buying the most optimal solution that addresses both their unique needs and their unique constraints. Criterion 3: Customer Ownership Experience Requirement: Customers are proud to own the company’s product or service and have a positive experience throughout the life of the product or service.
  11. 11. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 11 “We Accelerate Growth” Criterion 4: Customer Service Experience Requirement: Customer service is accessible, fast, stress-free, and of high quality. Criterion 5: Brand Equity Requirement: Customers have a positive view of the brand and exhibit high brand loyalty. Decision Support Matrix Once all companies have been evaluated according to the Decision Support Scorecard, analysts then position the candidates on the matrix shown below, enabling them to visualize which companies are truly breakthrough and which ones are not yet operating at best-in-class levels. High Low Low High CustomerImpact Visionary Innovation & Performance Ziehm Imaging Competitor 3 Competitor 2
  12. 12. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 12 “We Accelerate Growth” Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices Frost & Sullivan analysts follow a 10-step process to evaluate Award candidates and assess their fit with select best practice criteria. The reputation and integrity of the Awards are based on close adherence to this process. STEP OBJECTIVE KEY ACTIVITIES OUTPUT 1 Monitor, target, and screen Identify Award recipient candidates from around the globe • Conduct in-depth industry research • Identify emerging sectors • Scan multiple geographies Pipeline of candidates who potentially meet all best- practice criteria 2 Perform 360-degree research Perform comprehensive, 360-degree research on all candidates in the pipeline • Interview thought leaders and industry practitioners • Assess candidates’ fit with best-practice criteria • Rank all candidates Matrix positioning of all candidates’ performance relative to one another 3 Invite thought leadership in best practices Perform in-depth examination of all candidates • Confirm best-practice criteria • Examine eligibility of all candidates • Identify any information gaps Detailed profiles of all ranked candidates 4 Initiate research director review Conduct an unbiased evaluation of all candidate profiles • Brainstorm ranking options • Invite multiple perspectives on candidates’ performance • Update candidate profiles Final prioritization of all eligible candidates and companion best-practice positioning paper 5 Assemble panel of industry experts Present findings to an expert panel of industry thought leaders • Share findings • Strengthen cases for candidate eligibility • Prioritize candidates Refined list of prioritized Award candidates 6 Conduct global industry review Build consensus on Award candidates’ eligibility • Hold global team meeting to review all candidates • Pressure-test fit with criteria • Confirm inclusion of all eligible candidates Final list of eligible Award candidates, representing success stories worldwide 7 Perform quality check Develop official Award consideration materials • Perform final performance benchmarking activities • Write nominations • Perform quality review High-quality, accurate, and creative presentation of nominees’ successes 8 Reconnect with panel of industry experts Finalize the selection of the best-practice Award recipient • Review analysis with panel • Build consensus • Select winner Decision on which company performs best against all best-practice criteria 9 Communicate recognition Inform Award recipient of Award recognition • Inspire the organization for continued success • Celebrate the recipient’s performance Announcement of Award and plan for how recipient can use the Award 10 Take strategic action Upon licensing, company able to share Award news with stakeholders and customers • Coordinate media outreach • Design a marketing plan • Assess Award’s role in future strategic planning Widespread awareness of recipient’s Award status among investors, media personnel, and employees
  13. 13. BEST PRACTICES RESEARCH © Frost & Sullivan 2017 13 “We Accelerate Growth” The Intersection between 360-Degree Research and Best Practices Awards Research Methodology Frost & Sullivan’s 360-degree research methodology represents the analytical rigor of our research process. It offers a 360-degree view of industry challenges, trends, and issues by integrating all 7 of Frost & Sullivan's research methodologies. Too often companies make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. The integration of these research disciplines into the 360-degree research methodology provides an evaluation platform for benchmarking industry participants and for identifying those performing at best-in-class levels. About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation, and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages more than 50 years of experience in partnering with Global 1000 companies, emerging businesses, and the investment community from 45 offices on six continents. To join our Growth Partnership, please visit http://www.frost.com. 360-DEGREE RESEARCH: SEEING ORDER IN THE CHAOS

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