2013 Medical OEM
Media Usage StudyTop-Line Findings
In January, UBM Canon conducted a worldwide medical device
research su...
Use of Social Media
Audience Geographic
Breakdown
Represents the global reach of Canon’s
368,927 medical device profession...
Media Used to Identify New Supplier Partners
Variety of media channels accessed during supplier approval/selection process...
The UBM CANON MedTech Group is ready to be your partner
and build an integrated marketing program to meet your
company’s n...
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2013 Medical OEM Media Usage Study

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In January, UBM Canon conducted a worldwide medical device
research survey. The survey was designed to explore the media usage
and purchasing trends of UBM Canons’ audience of
368, 927 medical device professionals.

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2013 Medical OEM Media Usage Study

  1. 1. 2013 Medical OEM Media Usage StudyTop-Line Findings In January, UBM Canon conducted a worldwide medical device research survey. The survey was designed to explore the media usage and purchasing trends of UBM Canons’ audience of 368, 927 medical device professionals. The objectives of the survey:  To gain understanding on how medical device professionals are using various media channels during each phase of the design cycle  To explore purchasing trends and supplier selection processes and budget outlooks  To explore how different e-media channels are being accessed and utilized and benchmark the usage The survey was fielded online between January 10 and January 30, 2013 and received a 956 total responses for a <1% response rate. www.ubmcanon.com l audience Profile l Media Usage + Information Trends l Media Usage + The Design Cycle l Purchasing Trends + Processes l product info + contact Information Objectives + Methodology
  2. 2. Use of Social Media Audience Geographic Breakdown Represents the global reach of Canon’s 368,927 medical device professional database l 75% North America l 15% Europe l 7% Asia l 3% Emerging Markets Audience by Age Represents medical device professionals in varying stages of their career l 4% 65 and older l 21% Ages 55-64 l 30% Ages 45-54 l 22% Ages 35-44 l 21% Ages 25-34 l 2% under 25 Median age: 51 years Years of Industry Experience l 9% 30+ l 20% 20–30 l 27% 10–20 l 44% Less than 10  93% E-newsletters/e-mail media 92% Supplier/vendor websites 91% Search engines 89% Online Supplier Directories 88% Trade publication websites 88% Whitepapers 85% Webcasts 85% Video 84% Trade publications 68% Social media 64% Trade shows/conferences 84% E-newsletters/e-mail media 53% Search engines 40% Supplier/vendor websites 36% Tradeshows/conferences 34% Trade publications 24% Trade publication websites 20% Social media 17% Whitepapers 13% Online Supplier Directories 13% Video 12% Blogs 12% Webcasts 87% access vendor/supplier websites each month(66% weekly) 64% read trade publications each month 50% use E-newsletters daily 56% use online supplier directories monthly Media Usage + Information Trends How Medical Device Professionals Stay Informed Audience is using all media channels to stay informed about the industry Sources for First Hearing About New Technologies, Products & Companies Trade media channels are a primary source for first learning about industry and technology developments Top Media Channels for Each Type of Industry Information* Primary sources shift from trade media to supplier/vendor websites as audience seeks product info Breaking News......................................................................................................E-newsletters Emerging Technology.............................................................................................Social Media Technology trends................................................................................................E-Newsletters Research..............................................................................................................Search Engines Product Info.......................................................................................Supplier/vendor websites 33% No 67% Yes Top Social Media Platforms: LinkedIn Facebook Google+ YouTube Twitter 1 2 3 4 5 Media Channel Usage
  3. 3. Media Used to Identify New Supplier Partners Variety of media channels accessed during supplier approval/selection process Purchasing Trends + Processes Use of Approved Supplier/Vendor Lists Majority of organizations do use approved supplier/vendor lists Mobile & Tablet Device Usage 77% of repondents have smartphones and 61% use their phone to access industry websites and newsletters 45% of audience owns a tablet device 45% use their tablet to access industry websites or E-newsletters 79% Search engines 66% Supplier/vendor websites 63% Trade shows/conferences 54% Online supplier directories 45% E-newsletters/e-mail media 41% Trade publications 38% Trade publication websites Media Usage + The Design Cycle Audience Involvement In Each Design Cycle Phase All design cycle phases, from concept to distribution represented 56% Concept/planning 43% Final design 42% Build prototype 31% Manufacturing 27% Distribution/post-market surveillance 21% Other Top Media Channel During Each Phase Of Design Cycle* Sources stay relatively consistent in each phase of design cycle  Search Engines  Websites of Vendors/Suppliers  Tradeshows/ Conferences  Online Supplier Directories  E-Newsletters 84% Yes 16% No  25161_AM13
  4. 4. The UBM CANON MedTech Group is ready to be your partner and build an integrated marketing program to meet your company’s needs. Please contact your Account Director. 24795_AM13 ››get more information at canonmediakit.com 2901 28th St., Suite 100 Santa Monica, CA 90405 310/445.4200 ubmcanon.com General Inquiry? Contact medicalsales@ubm.com SHANNON ALO-MENDOSA Global Director of Sales Lexington, MA 781/734-8946 Cell: 781/879-4642 shannon.alomendosa@ubm.com Northwest/Southwest BECKY ROLL Western Regional Sales Manager 310/445-3704 becky.roll@ubm.com ROBERT SCOLARO Account Director AK, Southern CA, OR, WA 310/445-3712 robert.scolaro@ubm.com ANDREA MARMALSTEIN Account Director HI, IA, ID, MO, MT, ND, NM, NE, WI, WY, WV, Canada – Alberta, Saskatchewan, Manitoba, New Brunswick, Nova Scotia, Newfoundland 310/445-3737 andrea.marmalstein@ubm.com JASON BARLOW Account Director Northern CA, MN, Canada – British Columbia 310/445-3747 jason.barlow@ubm.com DELANIE GAYLORD Account Director AR, AZ, CO, IL, KS, NV, OK, TX, UT 415/947-6988 delanie.gaylord@ubm.com Northeast/Southeast RICK ROSENBERG Account Director AL, CT, DC, DE, KY, LA, MS, NJ, SD, TN, VA 973/808-1221 rick.rosenberg@ubm.com STACEY TEICHER-MORRIS IVD Technology (Global) and Medical Sales Account Director GA, IN, NC, SC, VT, ME, NH 973/808-9254 stacey.teicher@ubm.com BRIAN TOOLE Account Director FL, NY, MD, MI, OH, PA, Canada – Ontario Quebec 508/904-5655 brian.toole@ubm.com SHARON MACLEOD Account Executive MA RI and Northeast/ Southeast Territories 781/734-8925 sharon.macleod@ubm.com International ANDREW PORTER Account Director, Europe UK, Ireland, Benelux Nordic +44 207 560 4029 andrew.porter@ubm.com HERMANN JORDI Account Director Switzerland, Austria, France, Italy +41 32 666 3090 hj@jordipublipress.ch JOSEPH HEEG Account Director, Germany +49 621 841 5702 joseph.heeg@ubm.com ALSTON TIAN 田泉 Account Director, China +86 10 5765 2822 alston.tian@ubm.com KATSUYA WATANABE Account Director, Japan +81 3 6823 8994 kwatanab@crocus.ocn.ne.jp Qmed TIM SIMONE Associate Sales Director Qmed Director 310/445-3767 tim.simone@ubm.com NICOLE WELTER Account Director 310/445-3754 nicole.welter@ubm.com DIANA COULTER Account Director 310/445-3707 diana.coulter@ubm.com RENEE BERNABE Client Services Administrator 310/740-6197 renee.bernabe@ubm.com india.medtechinsider.com orthotec.com mddionline.commddionline.com qmed.com/mpmnqmed.com/mpmn emdt.co.uk cmdm.com IVDtechnology.com qmed.com jmdmt.com

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